According to exclusive data from the "Marketing Compass" study conducted by Croma Consulting, 74% of agency budgets will be allocated to digital media. Among the 26% allocated to other media, free-to-air TV stands out with 13%, followed by OOH with 7%. Social Networks (29%) and search engines (22%) lead as the main digital investment channels in 2025, reflecting the growing importance of performance and segmentation.
Of the 74% of the budget allocated to digital marketing, 29% will be allocated to social media. Among advertisers with annual revenue of up to R$300 million, this number rises to 35%. Search engines will receive 22% of the allocated funds. Among service companies, this percentage rises to 28%.
Regarding resource allocation, there is a balance between different strategies: promotions (23%), influencers (22%), sponsorships (21%), and retail media (16%). While retail will intensify promotional actions (31%), the industry will increase investments in influencers (29%) and sponsorships, and retail media will gain more space among service companies (20%).
The revealed insights show a market increasingly driven by technology and performance. Artificial Intelligence will be one of the main drivers of innovation, with 75% of advertisers betting on it for automation and personalization. Retail Media is consolidating as a strategic force, transforming the relationship between brands and consumers within e-commerce ecosystems. At the same time, OOH maintains its relevance as a hybrid medium, combining physical presence and digital intelligence to impact audiences more precisely, explains Edmar Bulla, founder of Grupo Croma and creator of the study.
2025 is the year of Artificial Intelligence and the precision of marketing strategy
According to the survey, despite the decline in optimism from 53% in 2024 to 40% in 2025, companies remain intent on increasing marketing investments (52%), indicating a year of strategic adjustments and results analysis.
Artificial Intelligence will gain even more space in marketing and communication strategies, increasing from 64% in 2024 to 75% in 2025, expanding automation, personalization, and efficiency in campaigns.
A total of 151 interviews were conducted between December 12, 2024, and January 21, 2025, nationwide, with companies from various sectors representing the service, industry, and retail sectors, with a 95% confidence level.
Quantitative research is applied to decision-makers or influencers who have autonomy regarding the marketing and communication investments of advertising companies.
