According to IAB Brasil’s Digital AdSpend, more than half of the investments went to social media platforms
From January to June of this year, digital advertising in the country moved R$ 14.7 billion, which represented a growth of 12% in relation to the same period last year. In 2021, this market reached a volume of BRL 30.2 billion, an increase of 27% compared to 2020.
According to Digital AdSpend, a survey carried out by IAB Brasil in partnership with Kantar Ibope Media, more than half of the total investment in digital advertising in the first semester went to social media platforms (52%), search (29%) and publishers. and vertical (18%).
As for formats, 36% of investments were directed to images (static and animated formats such as banners, ads, posts, gifs, 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 indicated that investments should increase in this period, while 10% should decrease their investments and 8% intend to maintain the same values.
Regarding the sectors that had the most investment, Digital AdSpend revealed that three sectors concentrated more than half of the budget on digital advertising in the first half: commerce (25% of total investments), services (24%) and media (7%). .
And in the top 5, in addition to the sectors already mentioned, complete the electronics (7%) and financial (6%) – 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.
high participation
In the first half of this year, digital received more than 50% of total media funding from nine sectors: toys (91%), office and stationery (80%), agriculture (78%), beverages (60%), household hygiene (58%), media (57%), food (56%), mines 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 IT (37%), beauty (36 %), trade (35%), tourism (35%), industrial goods and services (32%) and services (30%).
(Credit: Timothy Hales Bennett on Unsplash)
