Digital media market reaches R$ 37.9 billion: see 8 tips not to be left behind yet in 2025

The digital advertising market in Brazil continues to expand strongly, according to the latest study Digital AdSpend 2025, conducted by IAB Brasil in partnership with Kantar Ibope Media, investments in digital media have reached R$ 37.9 billion in 2024, a growth of 8% compared to the previous year and an increase in 60% since 2020.

Social networks remain the main destination for investments, with 53% of total, followed by ads in search engines (28%) and portals (19%). The commerce segment led the contribution with almost 20% of the total, followed by consumer services (10.9%) and electronic/computer (6.7%).

Another indicator of transformation in the digital ecosystem was the arrival of the TikTok Shop in Brazil, 2025 May - The novelty allows integrated purchases of the platform videos and already brings together about a thousand sellers in the country since the launch. Analysts estimate that the TikTok Shop can reach between 5% and 9% of the Brazilian e-commerce until 2028, with a volume of sales between R$ 25 and R$ 39 billion.

This combination of investment growth and revolution in platforms makes the digital environment highly competitive.In this context, Rafael Magdalena, director of US Media Performance, listed 8 Essential tips 4 For advertisers and 4 for agencies to navigate more efficiently and generate real impact on digital.

For advertisers

1) Smart budget

Defining the ideal budget involves having an attribution model adjusted to the reality of the advertiser, considering different ways such as last click, multi touch e marketing mix modeling, attribution models used to understand the impact of channels on conversion This will allow us to understand the saturation point and the representativeness of each one, as well as to make room for experimentation. The synergy between awareness and performance strategies should also be considered to maximize ROI and avoid distortions in the analysis.

2) Engaging video

The creation of effective videos depends on the adequacy of the format, message and dynamics to the public and the platform.“Videos on social networks have different consumption behavior of formats such as preroll or mid-roll, requiring specific scripting for content with or without a skip option. There is no cake recipe: long or short videos can have varied performances, and success depends on strategy, channel and experimentation”, says Magdalena.

3) Effective measurement

The metric should reflect the main objective of the company. For brand awareness, CAC (cost of customer acquisition), ROI (return on investment) and ROAS (return on investment in media) are not the most indicated. Already for sales, CAC per channel and ROAS are priorities in everyday life. Incrementation is important in testing and experimentation, but requires well-defined attribution models to avoid distorted results, since a channel can impact performance even without generating direct conversion (last click, last click).

4) Multi-channel integration

Unify the experience is a great challenge, which should start at the advertiser; without it, the journey will hardly be fluid. The use of ROX (return on experience) (more holistic than ROI (return on investment) (allows to evaluate the multichannel impact (online, physical, customer service, financial), helping to retain customers, increase revenue and reduce CAC (cost of customer acquisition). It is no use having a prize-winning campaign if the experience is bad and the churn (loss of customers) high.

For agencies

1) Differentiation in the market

Standing out requires aligning the value proposition of the company to the specific needs of the contractor.“It is necessary to find the balance between specialization and wide service offering, relying on consultancies, partners and bureaus to complement the delivery and avoid limitations in specific challenges”, complements the expert.

2) Data and competitive intelligence

With artificial intelligence facilitating automations, compiling data and monitoring the competition (clipping, IR & institutional relations) became more agile, however, it is necessary to have a team that knows the business and the market. It is not enough a BI (business intelligence) team with technical domain; it is necessary to understand the customer and the context. 

Data and competitive intelligence must be integrated into all areas of media, planning and creation, as these fronts directly impact the results.The use of A/B testing, neuroscience and AI to optimize creatives is increasingly common, and the media professional needs to resume its analytical role to avoid biased planning.

3) Creativity and innovation in video

There is no point investing in high technology if the public or the environment does not behave. Often, less is more. Immersive or interactive solutions can generate greater retention in experiences such as in-gaming, while pre-rolls and mid-rolls require focus on capturing attention without exaggeration, not to seem forced. The public is more skeptical, and excess can ward off rather than engage.

4) Strategic partnerships

Strategic partnerships are even more important today, given the complexity of the market and the diversity of channels and solutions. “Partners help to face challenges, regain public attention and choose the best channel for the message.Agencies must diversify, test new means and avoid unique solutions, as the customer will seek alternatives if the media plan is simple in a scenario where the creative and implementation process is increasingly automated”, concludes the director of US Media Performance.