Investment in digital advertising in Brazil grows 8% and reaches R$ 37.9 billion in 2024

According to Digital AdSpend 2025, a study conducted by IAB Brasil together with Kantar IBOPE Media, investments in digital media totaled R$ 37.9 billion in 2024, a growth of 8% compared to the previous year.

The research shows that there was a more balanced distribution of investment throughout 2024. The difference between the amount invested in the first and second semester fell for the 3rd consecutive year and is already the lowest recorded in the last 5 years of the historical series. The figures show a more perennial, mature and uniform work of applications in digital advertising in Brazil.

For the second consecutive year, the study considered as a separate category investments in Retail Media & Advertising displayed within physical stores, platforms and digital retail environments.The estimate is that Retail Media would equal R$ 3.5 billion, a value 41% higher than in 2023.

Social Media continues to lead among the channels with the most investment, receiving 53% of all financial contribution in the sector. Soon after appear the ads in search engines (Search), with 28%, and portals and content verticals, which were left with 19%. 

“The numbers show that the digital advertising market in Brazil is increasingly mature. It is no longer just about chasing the novelty of the moment IO is about making strategic choices, based on data, and that really deliver results. The growth we had in 2024 shows this: brands are investing more consciously, understanding the role of each channel in the consumer journey”, says Denise Porto Hruby, CEO of IAB Brazil.

According to the survey, the Commerce sector leads the overall ranking of advertising investments in digital, concentrating almost 20% of the total. Following, appear Consumer Services (10,9%) and Electronics and Informatics (6,7%). In digital channels, the trend is even clearer: between January and December 2024, nine sectors allocated 50% or more of their investments to online media. Electronics and Informatics are at the top, with 76% of the verba applied in digital, followed by Clothing (13T3).

The Digital AdSpend study is launched every year by IAB Brazil and is a source of data for brands, agencies, vehicles and platforms to understand where the market is going and where it is worth investing. It also serves as a basis for those who need to follow trends, plan better and make safer decisions.

The methodology starts from the collection of ads directly in the media and channels of the coverage of Kantar IBOPE Media, which allows the analysis of ads regardless of their purchase model. That is: the method includes both direct purchase campaigns and those intermediated by agencies.

“It is gratifying to contribute with data that help the market to understand the strength and evolution of digital media in Brazil. Our role, in partnership with the IAB, is precisely to offer a clear and reliable view on where and how investments are being made. This year's results reinforce that digital is not only relevant 'it is plural and strategic for brands that want to track consumer behavior and drive results”, says Adriana Favaro, vice president of Business at Kantar IBOPE Media.

To access the full study of IAB Brazil in partnership with Kantar IBOPE Media, click here.