The digital advertising market in Brazil continues to grow strongly. According to the most recent studyDigital Ad Spend 2025, carried out by IAB Brazil in partnership with Kantar Ibope Media, digital media investments reachedR$ 37.9 billion in 2024, a growth of8%compared to the previous year and an increase of60% since 2020.
Social networks continue as the main destination for investments, with53% of the total, followed by ads in search tools (28%) and portals (19%). The commerce segment led the contribution with nearly 20% of the total, followed by consumer services (10.9%) and electronics/informatics (6.7%).
Another indication of transformation in the digital ecosystem was the arrival of theTikTok Shop in Brazil, in May 2025. The new feature allows integrated shopping within the platform's videos and has already gathered around a thousand sellers in the country since its launch. Analysts estimate that TikTok Shop could reach between5% and 9% of Brazilian e-commerce until 2028, with a sales volume betweenR$ 25 billion and R$ 39 billion.
This combination of investment growth and platform revolution makes the digital environment highly competitive. In this context, Rafael Magdalena, the director of theUS MediaPerformance, listed8 essential tips— four for advertisers and four for agencies — to navigate more efficiently and generate real impact in digital.
For advertisers
1) Smart budget
Defining the ideal budget involves having an attribution model tailored to the advertiser's reality, considering different ways such asúltimo clique, multi-touchandmarketing mix modelingattribution models used to understand the impact of channels on conversion. This will allow understanding the saturation point and the representativeness of each, as well as opening space for experimentation. The synergy between awareness and performance strategies should also be considered to maximize ROI and avoid distortions in the analysis.
2) Engaging video
Creating effective videos depends on tailoring the format, message, and dynamics to the audience and platform. Videos on social media have a consumption behavior different from formats such aspre-rollormid-roll, requiring specific scripting for content with or without skip options. There is no one-size-fits-all recipe: long or short videos can have varying performances, and success depends on strategy, channel, and experimentation," says Magdalena.
3) Effective measurement
The metric should reflect the company's main goal. For brand awareness, CAC (customer acquisition cost), ROI (return on investment), and ROAS (return on ad spend) are not the most suitable. For sales, CAC by channel and ROAS are priorities in daily operations. Incrementalism is important in testing and experimentation, but it requires well-defined attribution models to avoid distorted results, since a channel can impact performance even without generating a direct conversion (last click).
4) Multichannel integration
Unifying the experience is a great challenge that must start with the advertiser; without this, the journey will hardly be smooth. The use of ROX (return on experience) — more holistic than ROI (return on investment) — allows for the assessment of multichannel impact (online, physical, service, financial), helping to retain customers, increase revenue, and reduce CAC (customer acquisition cost). There's no use having an award-winning campaign if the experience is bad and thechurn(high customer loss) high.
For agencies
1) Market differentiation
Standing out requires aligning the company's value proposition with the specific needs of the client. "It is necessary to find the balance between specialization and a broad range of services, relying on consultancies, partners, and bureaus to complement the delivery and avoid limitations in specific challenges," the specialist adds.
2) Data and competitive intelligence
With artificial intelligence facilitating automation, data compilation, and monitoring the competition (clipping, IR — institutional relations), it has become more agile; however, it is necessary to have a team that understands the business and the market. Having a BI (business intelligence) team with technical expertise is not enough; understanding the client and the context is essential.
Data and competitive intelligence should be integrated into all areas — media, planning, and creation — as these aspects directly impact the results. The use of A/B testing, neuroscience, and AI to optimize creatives is increasingly common, and media professionals need to regain their analytical role to avoid biased planning.
3) Creativity and innovation in video
There's no point in investing in high technology if the audience or the environment can't support it. Often, less is more. Immersive or interactive solutions can lead to greater retention in experiences like in-gaming, while pre-rolls and mid-rolls require focus on capturing attention without overdoing it, so as not to seem forced. The audience is more skeptical, and excess can drive them away rather than engage them.
4) Strategic partnerships
Strategic partnerships are even more important today, given the complexity of the market and the diversity of channels and solutions. "Partners help to face challenges, regain audience attention, and choose the best channel for the message. Agencies should diversify, test new methods, and avoid single solutions, as the client will seek alternatives if the media plan is simplistic in a scenario where the creative and implementation processes are increasingly automated," concludes the US Media Performance director.
