Digital AdSpend also showed that the agencies were responsible for intermediating 67% of the investment
Performed by IAB Brasil, in partnership with Kantar Ibope Media, Digital AdSpend pointed to a 7% growth in investments in digital media in 2022, compared to the previous year. The movement, in total, was R$ 32.4 billion.
In the first half of 2022, investment in digital advertising increased by 12%. In the last quarter of the same year (October, November and December), there was a decrease of 5% in relation to the same period of the previous year.
According to the first insights from Digital AdSpend 2022, agencies were responsible for transacting 67% of digital advertising investment last year, while 33% of investments were transacted directly. Investment by agencies registered a growth of 12% compared to 2021. Direct investment, on the other hand, remained practically stable, with an increase of 1%.
Despite the high expectations that the market had for a single last quarter like 2022, in which a world event like the World Cup was added to the seasonality (Black Friday and Christmas), the overlap of these events with elections and a global economic scenario deconstructed expectations, impacting investment in the sector”, said Cris Camargo, CEO of IAB Brasil.
“Even so, the last quarter of last year was the largest in volume of investments when compared to the other quarterly periods of 2022, as happens every year, completed the executive.
Investment by sector
Following the trend observed in 2021, the study indicated that the commerce, services and financial sectors were the ones that invested the most in digital advertising last year – only the three are responsible for 54% of the total investment of BRL 32.4 billion.
The hygiene and beauty sector, one of the top sectors in terms of contribution volume, was also the one that most increased investments in digital in 2022, an increase of 85% compared to the previous year. The hair care, deodorants, perfumery categories, in addition to campaigns with multiple product categories, were the ones that drove this growth.
Among the top investing sectors, beauty, automotive and clothing were the ones that recorded the greatest increase in the number of companies advertising digital advertising, with growth of 27%, 25% and 22%, respectively.
Finally, the clothing and electronics sectors concentrated the largest share of their media budgets on digital advertising: more than 70% of these sectors’ total investment was allocated to online channels and formats.
(Credit: Gilles Lambert on Unsplash)
