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In 2024, digital advertising spending in Brazil amounted to approximately **** billion Brazilian reals, up percent from ** billion reals a year earlier. Compared to 2020, the 2024 figure represent a growth of almost ** percent.

Brazil's top online advertisers

According to the same study, retail alone accounted for almost **** ´Ç´ÚÌýBrazil's digital ad expenditure in 2024. The sector encompasses numerous brands, with a few standing out for their investments in online ads that year. Another source estimated that Brazil's leading retail advertisers by share of the online ad spend were warehouse store chain Assaí Atacista and Mercado Livre, the Brazilian version of Latin America's giant marketplace Mercado Libre. Another e-commerce giant, Singapore-based Shopee, ranked third.

Formats & channels

Social media platforms dominate Brazil's online ad landscape. In 2024, they attracted more than **** of Brazil's digital ad expenditure, leaving search at a relatively distant second and less than ** percent of the total. In terms of online ad formats, video is king, accounting for over ** percent of Brazilian digital ad revenues, followed by display with around ** percent.