IAB Brasil, an association that represents the digital advertising market in the country, in partnership with Kantar IBOPE Medialaunches the newest edition of the Digital AdSpend Brasil, regarding investments in digital media in the first half of this year. From January to June 2022, digital advertising recorded a growth of 12% compared to the same period last year, reaching BRL 14.7 billion.
The study points out that more than half of the total investment in digital advertising in the first half of this year went to social media platforms (52%). search (29%) e publishers and vertical (18%). As for formats, 36% of investments were directed to images (static and animated formats such as banners ads, posts, gifs and etc.), 35% to videos and 29% to search (search sites).
Regarding the expectation of investments for the whole year of 2022, 81% of agencies and advertisers questioned by IAB Brasil indicated that investments should increase in this period, while 10% should decrease their investments and 8% intend to maintain the same values.
Cris Camargo, CEO of IAB Brazil, says:
“If we analyze investments in digital advertising in the last two years, it is observed that the second half concentrates a greater share of annual investment, driven by significant dates for retail such as Black Friday and Christmas, even more this year with the World Cup .”
Sector rankings
Digital AdSpend 2022 also indicates that three sectors concentrated more than half of the budget on digital advertising in 1H22: commerce (25% of total investments), services (24%) and media (7%). And in the top 5, in addition to the sectors already mentioned, electronics (7%) and financial (6%) complete – the latter, which in the first half of 2021 was in third place, still remains among the top five in the ranking. .
Together, the five sectors represent 68% of digital investments in the period.
Added together, the other sectors represent 32% of the total investment in digital advertising in the period – among them, culture, leisure, sport and tourism; real estate, personal hygiene and beauty; foods; Clothing & Accessories; drinks; automotive; pharmaceutical; public and social administration; mines and energy; House and decoration; construction and finishing; home hygiene; industrial; pet; agriculture; toys; office and stationery; gaming and betting and multi-sector.
Eight of the top 15 sectors grew double digits in the first half of 2022 in digital ad spend compared to the same period last year: beverages (76%), media (62%), food (50%), apparel (39%) , electronics and computers (23%), beauty (20%), commerce (16%), tourism (14%) and services (8%). And of these 15, six showed a negative decrease in this type of contribution: public administration (-1%), pharmaceutical (-6%), automotive (-8%), financial (-10%), telecommunications (-24%) and real estate (-68%).
High share of digital
In the first half of this year, digital received more than 50% of total media funds from nine sectors: toys (91%), office and stationery (80%), agriculture (78%), beverages (60%), domestic hygiene (58%), media (57%), food (56%), mining and energy (54%) and home and decoration (53%). Eight sectors that invested between 30% and 50% of their total media budget in digital were: pet (49%), construction (48%), clothing (39%), electronics and computing (37%), beauty (36 %), trade (35%), tourism (35%), industrial goods and services (32%) and services (30%).
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The post Digital advertising moves BRL 14.7 billion in the 1st half of 2022, says IAB Brasil appeared first on DNEWS.
