Brazil establishes itself as a driving force in Latin American advertising.

Brazil is consolidating its position as a driver of advertising growth in Latin America. Media investment is projected to increase from US$1,041,598 billion in 2024 to US$1,042,218 billion by 2028, a cumulative jump of almost 40%, according to global forecasts. DentsuNo último ano, o país já havia se destacado com uma expansão de 12,3%, a maior das Américas. O resultado representa quase o dobro da taxa projetada para os Estados Unidos (6,7%) e reforça o papel estratégico do mercado brasileiro no cenário internacional. The text likely contains a typo or an abbreviation that doesn't translate easily. "TP3T" is not a standard abbreviation in either Portuguese or English/international economics. Without knowing the intended meaning of TP3T, a precise and natural translation is impossible. **Possible interpretations and translations (assuming TP3T is a typo for a specific economic metric):** **Option 1 (assuming TP3T means "trillion percentage points"):** No último ano, o país já havia se destacado com uma expansão de 12,31 trilhões de pontos percentuais, a maior das Américas. O resultado representa quase o dobro da taxa projetada para os Estados Unidos (6,71 trilhões de pontos percentuais) e reforça o papel estratégico do mercado brasileiro no cenário internacional. *Translation:* Last year, the country already stood out with an expansion of 12.31 trillion percentage points, the highest in the Americas. The result is almost double the projected rate for the United States (6.71 trillion percentage points) and reinforces the strategic role of the Brazilian market in the international scenario. **Option 2 (assuming TP3T means a specific economic growth rate in a particular sector – e.g. GDP rate):** No último ano, o país já havia se destacado com uma expansão de 12,31%, a maior das Américas. O resultado representa quase o dobro da taxa projetada para os Estados Unidos (6,71%) e reforça o papel estratégico do mercado brasileiro no cenário internacional. *Translation:* Last year, the country already stood out with a 12.31% expansion, the highest in the Americas. The result is almost double the projected rate for the United States (6.71%) and reinforces the strategic role of the Brazilian market in the international arena. **Please provide the context or definition of TP3T for a more accurate and natural translation.**

Fremskritt skjer ikke tilfeldig. Det reflekterer en kombinasjon av faktorer: den brasilianske forbrukerens omfang, den raske digitaliseringen av detaljhandelen og modenheten til sosiale medier og videoplattformer på det nasjonale markedet. I tillegg akselererer den sterke lokale konkurransen og kulturen for engasjement i sosiale nettverk og streaming-tjenester vedtakelsen av nye formater, noe som forklarer hvorfor Brasil vokser i et høyere tempo enn sine latinamerikanske naboer.

Veksten er et resultat av en fortsatt digitalisering. Mange merkevarer i Brasil migrerer raskt fra offline til online, med stort potensial for vekst. I motsetning til USA, som allerede har et modent digitalt marked, opplever vi en syklus av recupero "accelerated, in other words, a race to reduce the distance to more advanced markets," says Bruno Almeida, CEO of Media statunitensiA leading media solutions hub in the Americas.

The formats that are leading this growth

Also in accordance with DentsuIn 2025, digital advertising is expected to grow by 7.91%, reaching US$1,478.7 billion and concentrating 68.41% of all global media investment. This advancement will be driven by retail media (+13,9%) og video (+9,2%). Streaming styrker denne dynamikken – annonser på plattformer som Netflix får mer plass med økende abonnementer, mens smart-TV (CTV) forventes å vise en økning på 10,9%. 

Retail media and video lead the way, but the Brazilian difference lies in the integration of formats. Social media remains essential, while audio, gaming, and digital DOOH are gaining traction. Growth is sustained because brands are diversifying and testing multiple channels in a complementary manner," explains the executive. 

What still needs to happen for Brazil to emerge?Anche di fronte a un panorama promettente, il paese si trova ancora di fronte a sfide rilevanti per raggiungere la maturità di economie come quella statunitense. Tra queste ci sono la misurazione integrata di orari di lavoro meno lineari, la regolamentazione della privacy, le limitazioni dell'infrastruttura tecnologica e la frammentazione dei canali.

According to the specialist advertising company, the solution lies in intelligent media orchestration, with unified metrics and strategic data use to deliver efficiency and consistency to campaigns. “The future of advertising will be about orchestration. It's no longer about choosing a channel, but about combining social, video, retail, audio, gaming, CTV, and others within the same logic of performance and experience,” concludes Almeida.