Companies target digital marketing investments for 2025

According to exclusive data from the study “Marketing Compass”, conducted by Croma Consultoria, shows that 74% of the agencies budget will be allocated to digital media. Among the 26% destined to other media, open TV stands out with 13%, followed by OOH with 7% . Social Networks (29%) and search engines (22%) lead as the main digital investment channels of 2025, reflecting the growing importance of performance and segmentation.

Among the 74% of budget destined to digital marketing, 29% will be allocated to social networks. Among advertisers who earn up to R$300 million/year, this number rises to 35%. Search engines will receive 22% of the intended amount. Among service companies, this percentage rises to 28%.  

As for resource allocation, a balance is observed between different strategies: promotions (23%), influencers (22%), sponsorships (21%) and retail media (16%). While retail will intensify promotional actions (31%), the industry will expand investments in influencers (29%) and sponsorships, and retail media will gain more space between service companies (20%).

“The insights revealed show an increasingly technology and performance-driven market. Artificial Intelligence will be one of the great drivers of innovation, with 75% of advertisers betting on it for automation and personalization. Retail Media consolidates itself 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 accurately”, explains Edmar Bulla, founder of the Croma Group and creator of the study.

2025 Is the year of Artificial Intelligence and marketing strategy accuracy 

Despite the drop in optimism from 53% in 2024 to 40% in 2025, companies are still intent on increasing marketing investments (52%), indicating a year of strategic adjustments and earnings analysis. 

Artificial Intelligence will gain even more space in marketing and communication strategies, going from 64% in 2024 to 75% in 2025, increasing 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 segments representing the service, industry and retail sectors, considering the confidence level of 95%. 

Quantitative research is applied to decision makers or influencers who have autonomy with respect to marketing and communication investments of advertising companies.