According to the Digital AdSpend survey, the sector moved R$16.4 billion between January and June this year
Digital AdSpend Research, by IAB Brasil, showed that digital advertising grew 11% compared to the same period last year, having generated R$16.4 billion in the Brazilian market.
In 2022, also between January and June, the segment earned R$14.7 billion, which, at the time, represented a growth of 12% compared to the same period in 2021.
According to IAB Brasil, growth was driven by small and medium-sized advertisers, who increased their investments by 13% and represented 75% in the growth share of investment in digital advertising in the first half of 2023.
The top 50 advertisers invested 8% more compared to the same period in the previous year, being responsible for 25% of the growth share.
Still according to the report, 76% of the total invested in digital advertising in the first six months of the year was allocated to mobile devices, while the desktop received 24% of the total investment.
In relation to channels, more than half (55%) of the investment was directed to social media platforms, followed by search (30%), publishers and vertical (15%). As for formats, 37% were directed to video, 33% to display (static and animated formats such as banners, ads, posts, gifs, etc.) and 30% for search (search sites).
Purchase via agency
Digital AdSpend also pointed to the increase in advertising purchases via advertising agencies, which grew 15% in the period, compared to the first half of 2022.
This type of investment represented 67% of the total in the period, while the contribution made directly by advertisers was 33%. Purchases made by direct advertisers increased by 5% in the first half of 2023.
In relation to investment expectations for the year, the Digital AdSpend for the first half of this year brings as a reference data from a study carried out by Kantar IbopeMedia, which shows that 83% of advertisers stated that they intend to maintain or increase investments this year.
The highlight of expectations for growth in investments was online video: 67% of advertisers say they should invest more in this format this year.
Sector highlights
The study indicated that five sectors currently concentrate more than 60% of investment in digital advertising: commerce (27.18%), services (13.35%), media (7.81%), electronics and IT (5.96% ) and financial and security (5.94%).
Another 22 sectors make up 40% of the total contribution, including personal hygiene and beauty; education; culture, leisure, sport and tourism; foods; automotive; drinks; telecommunications; clothing and accessories; pharmaceutical; public and social administration; health; real estate; domestic hygiene; construction and finishing; mines and energy; home and decoration; industrial goods and services; agriculture; pet; office and stationery; games and betting; and toys.
See the Digital AdSpend survey, by IAB Brasil, in full here
(Credit: Photo by Domenico Loia on Unsplash)
