Digital advertising in Brazil - statistics & facts

Digital advertising spend in Brazil might increase by nearly 35 percent in 2022, placing the country among the top five fastest-growing online ad markets in the world. Fueled by the digitalization of everyday life, investments in internet ads in the country have risen threefold in the last five years. Online advertising has, therefore, become one of the most promising sectors in the region, and while traditional ad formats still dominate the scene, digital change is on the horizon.

Brazil’s digital ad landscape at a glance

In 2021, digital advertising spending in Brazil amounted to 30.2 billion Brazilian reals. This figure marked a boost of roughly 30 percent compared to 2020 and highlighted the ongoing digital transformation of  Brazil’s advertising landscape. While TV continues to dominate the local ad market, the country’s accelerating internet adoption now sets the pace for companies and advertisers alike. As of 2022, around 80 percent of the Brazilian population had access to the web – a share that will keep growing in the next years. Following the trend, advertising expenditures on online platforms will increase by almost 10 percent annually in Brazil between 2020 and 2025. For traditional advertising, on the other hand, the compound average growth rate (CAGR) will stand at only 2.3 percent.

Mobile advertising is gathering speed

Display ranked as the top internet advertising format among Brazilian ad agencies in the first quarter of 2022. However, despite remaining the preferred format, ad investments in display grew at a slower rate when compared to mobile, video, and social media. The reason is clear: Brands and advertisers go where consumers are. In Brazil, social media use and video streaming are among the most popular internet activities. Then, it is no surprise that ad dollars are increasingly being allocated towards these channels. Similarly, mobile had a 75 percent share in the total ad spending in Brazil in 2021. That same year, mobile devices generated half of the local web traffic, highlighting the ever-increasing appeal of small-screen advertising for companies of all sizes.

Usage of programmatic ads is rising and issues challenges

Programmatic advertising has been gaining popularity in Brazil. In 2021, ads bought programmatically totaled 3.75 billion U.S. dollars. According to Statista’s forecasts, this value will roughly double by 2026. On top of that, Brazil remains the undisputed champion for programmatic ad spend in Latin America, far ahead of markets like Mexico and Colombia. While ramping up the usage of programmatic ads, advertisers must also be aware of the buying model’s challenges, such as the importance of not being associated with inappropriate content. For instance, as of 2020, the initiative Sleeping Giants, which aims to track ads on disinformation websites, arrived in Brazil and generated buzz among Brazilian consumers. Since then, more than 1,050 companies, including Adidas, Samsung, and Santander, have already been called out. By removing their ads from websites deemed shady, advertisers in the South American country saved approximately 71.6 million Brazilian reals so far.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by J. G. Navarro, Jan 6, 2023

Key insights

Advertising spending in Brazil
14.1bn USD
Share of internet users annoyed by online ads
28 %
Leading online advertiser in Brazil
123 Viagens e Turismo
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Digital advertising spending in Brazil from 2015 to 2022 (in billion Brazilian reals)

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Digital advertising spending in Brazil 2015-2022

Distribution of digital advertising spending in Brazil in 2022, by device

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Distribution of digital advertising spending in Brazil 2022, by device

Distribution of digital advertising spending in Brazil in 2022, by format

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Digital ad spending distribution in Brazil 2022, by format

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