Digital advertising spending in Brazil 2015-2023

In 2023, digital advertising spending in Brazil amounted to approximately 35 billion Brazilian reals, up eight percent from 32.4 billion reals a year earlier. Compared to half a decade earlier, in 2018, the 2023 figure was over 100 percent higher.

Brazil's top online advertisers

According to the same study, retail alone accounted for almost one-quarter of Brazil's digital ad expenditure in 2023. 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 advertiser by share of the online ad spend was Mercado Livre, the Brazilian version of Latin America's giant marketplace Mercado Libre. Another e-commerce giant, Singapore-based Shopee, ranked second.

Digital retail advertising, Brazilian style

In recent years, retail has gone beyond the realm of advertisers and has become an increasingly common medium for online promotion. During a 2023 survey, 73 percent of responding ad agencies in Brazil reported working with digital retail media at Amazon. Mercado Livre followed, mentioned by 64 percent. That study also revealed that Brazilian ad agencies' main goals with online retail media included digital sales improvement and more brand visibility.