According to a study by Cenp, R$ 57 were invested,5 billion in media in 2023, 10% increase compared to the previous year. Mainly due to digital advertising, the data shows that the area is being looked at more closely by Brazilian companies. And, in Latin America as a whole, the trend has been the same
Bruno Almeida, CEO ofUS Media, media solutions hub, highlights that this acceleration began to occur after the Covid-19 pandemic. When digital became established as the main channel of communication and marketing, many local companies began to quickly adapt to sustain continuous growth and innovate in their strategies, say
Looking at this scenario, the executive listed the 5 biggest impacts of digital advertising in Latin America. Check
- Cultural adaptation and flexibility
The cultural diversity of Latin America requires that digital advertising campaigns be culturally relevant and tailored to local preferences. For this reason, the adaptation of messages, images and even platforms to reflect the nuances of each country began to intensify, inclusive with the work alongside partners and regional teams
"Every successful advertising strategy depends on understanding the cultural values of each country", highlights Almeida. "Many Latin American brands realized that they could only achieve this goal if they were flexible", allowing quick adjustments in response to changes in consumer habits and the environment in which they are situated, complete
- Expressive returns in various sectors
Various different sectors have significantly benefited from digital advertising in the Latin American territory. The CEO cites some examples: "E-commerce has experienced explosive growth, driven by the ability of digital ads to connect consumers to products and services quickly and personally.The entertainment market, like music, films and series, is also heated by the boom of digital video formats and CTV. Or we can still talk about tourism and retail, that optimize the return of their campaigns with the segmentation of specific audiences, affirms
- Growth of SMEs
Another characteristic of digital advertising is the democratization of access to the market, allowing Small and Medium Enterprises (SMEs) to compete on equal terms with large corporations. This has been positively impacting Latin American economic growth, improving entire GDPs
As SMEs adopt digital strategies, they can optimize their resources and reach consumers who, in theory, would be out of their reach, score the executive.
- Digital multimedia
Digital multimedia, that is to say, all channels are digital in one way or another, combining digital advertising with traditional media. This integration helps brands achieve a stronger and more consistent presence.
Almeida exemplifies: "A digital campaign can be complemented by ads on digital TV or radio, or still by strategically positioned digital OOH billboards, amplifying the impact and engagement of the target audience.”
- Development of new technologies
According to the State of Marketing Report 2024, more than 60% of marketing professionals intend to increase their investments in artificial intelligence. The number highlights that the improvement of new technologies should continue to happen in the advertising market, inclusive in Latin America.
New formats are emerging all the time, from global apps like Uber and Netflix to regional platforms, so innovation tends to grow, concludes Almeida
