Digital AdSpend Study, carried out by IAB Brasil and Kantar Ibope Media, also reveals that the cell phone screen is the main destination for ads
Released this Wednesday (24), Digital AdSpend revealed investment in digital advertising grew 8% in 2023, compared to the previous year. The study, carried out in partnership by IAB Brasil and Kantar Ibope Media, showed that the segment reached R$35 billion.
In 2022, total investments in digital media were R$32.4 billion. In the sector’s accumulated period from 2020 to 2023, growth was 47.6% – in this period, the amount invested rose from R$23.7 billion to R$35 billion.
According to monitoring, the majority of digital ads appear on mobile devices: 74% are directed to these devices, such as smartphones, while 26% are viewed on desktops.
Regarding the channel broadcast, 52% of investments are in social networks, 29% in search tools and 19% in publishers and information verticals. In terms of format, the leadership is videos (36%), followed by images (35%) and searches (29%).
Retail
Digital AdSpend also showed that the leading sectors in investment in digital media – commerce, services, media, finance and electronics – concentrated 58% of investments made last year.
In some segments, the majority of investments in media are concentrated in digital media: in clothing, for example, 73% of the advertising budget is concentrated on the web, a volume closely followed by electronics and information technology (71% of the total) and agriculture ( 56%).
Adriana Favaro, director of business development at Kantar Ibope Media, states that the study shows that, behind this general growth of 8%, there are movements that she considers distinct, both in the comparison of direct purchasing versus that mediated by agencies and in particular variations of each economic sector.
“These particularities show us that, in an environment as dynamic as advertising, going beyond a generalist view to understand what is unique in each segment is not only recommended, but essential to obtain more assertive campaigns that place the consumer in the center,” he said.
(Credit: Photo by Rahul Chakraborty on Unsplash)
