Even the big ones can find room to grow even more. Brazil ranks among the
, albeit at the lower tier of the list. Still, recent developments suggest that this economy is just starting its online ad journey. Between 2018 and 2023, the
skyrocketed by nearly 120 percent, solidifying the internet's key role in the South American country's mediascape, particularly after the pandemic. However, an annual survey among hundreds of ad agencies nationwide revealed that they allocated almost 39
in 2023, barely leaving more than 38 percent for digital pure-play advertising. The resilient – although declining – relevance of television in Brazil indicates that the internet is yet to reach its peak as an ad channel.
Brazil's top digital ad formats
The same 2023 study among agencies showed that social media, video, search, and audio ads collectively accounted for little more than one-third of
Brazil's digital ad spending that year, whereas display and other formats concentrated roughly two-thirds of the online budget. But other projections forecast that the
fastest-growing ad channel in Brazil in 2024 will be influencer marketing, the only medium expected to experience a double-digit increase rate that year. Home to a multifaceted and ever-evolving web celebrity market, the Portuguese-speaking country attracts hundreds of ad dollars to social media platforms. In 2023,
ad spend on YouTube in Brazil amounted to an estimated 694 million U.S. dollars, over 50 more than in 2019.
Who advertises online in Brazil
During a 2023 survey among thousands of companies across the country, approximately 37
percent of Brazilian brands reported paying for online ads. Data from that same year broke down the
leading sectors investing in digital advertising in Brazil: The retail, services, media, financial, and consumer electronics segment combined accounted for over half of the expenditure. More recent estimates, dating from mid-2024, listed Japanese giant manufacturer Mitsubishi, South Korean conglomerate Samsung, and United States-based video streaming service Max as
Brazil's top brands by online ad spend, stressing a connection between technology and brand promotion on the internet.
Is e-commerce the future of advertising?
As of 2024, most
Brazilian adults reported seeing digital ads on video portals like YouTube, social media, over-the-top (OTT) video platforms like Netflix, and – very close to the third place – online stores. E-commerce's presence in the top four internet touchpoints reflects the emerging trend of digital retail media networks (RMNs) as increasingly popular ad channels worldwide. Almost three-quarters of
Brazilian ad agencies reported working with retail media at Amazon during a 2023 study; nearly two-thirds mentioned Mercado Livre, the Brazilian operation of Latin American e-commerce leviathan Mercado Libre. Another source estimated that
ad spending on Amazon.com.br grew more than threefold in 2023 alone. While Brazil's online ad industry has expanded extraordinarily in the past few years, retail media currently offers it the possibility to reach unprecedented heights.
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