The period also saw the arrival of a greater number of advertisers to the online environment, with an increase of 30%
The digital media market continues to expand and reached a volume of BRL 30.2 billion in 2021, an increase of 27% compared to 2020, which ended with BRL 23.7 billion. The period also saw the arrival of a greater number of advertisers in the online ecosystem, up 30%. Data is from Digital AdSpend, developed by Kantar Ibope Media and IAB.
Investments have focused on mobile, which received 76% of the total, leaving 24% of the resources for desktop, and we can also see the growth of investments in social media platforms, with a share of 54%, followed by search, 30%, and publishers and verticals, 16%.
In the division between formats, the relationship is more harmonious. Video led with 37%, driven by spending by companies from Services, R$3.1 billion, and Commerce, R$1.2 billion. Image, 33%, and search, 30%, were close behind.
Investments are concentrated in sectors such as Services, 26%, Commerce, 24%, and Finance, 9%, turning 59% of all volume placed on digital advertising.
In addition, according to the study, other areas began to expand their resources as a result of the digitization process, including telecom, 7%, electronics, 6%, and media, 5%.
New Advertisers
The survey also shows the entry of new advertisers into the digital ecosystem. Between 2020 and 2021, the number grew by 30%, a significant increase and with the potential to impact the entire communication industry.
The highest percentages came from Home and Decoration, 83%, Industry, 79%, Mines and Energy, 69%, Electronics and Construction, 59%, Telecommunications, 53%, and Commerce, 47%.
