Perhaps money cannot buy inspiration, but ingenuity can attract investments. Brazil entered the second half of 2024 as, once again, the third-
, only behind the United States and the United Kingdom. However, while the gold and silver medalists rank respectively first and third among the
, the South American giant places ninth – the UK's estimated ad revenues are roughly three times higher than Brazil's. Yet the Portuguese-speaking market continues to expand as the
, estimated at 15.7 billion U.S. dollars in 2024, is projected to grow by 30 percent in two years.
Marketing masters: How Brazilian ad agencies thrive
As of 2023, Brazil harbored four of
Latin America's top 10 most effective creative agencies. All of them, the first, third, fourth, and sixth-placed firms, are based in São Paulo city: AlmapBBDO (part of Omnicom's BBDO network), Africa (part of DDB, also run by Omnicom), VML, and Ogilvy (both controlled by WPP). During a 2024 survey among the industry's players, over 60 percent of
ad and marketing agencies in Brazil reported increasing sales throughout the previous year, suggesting an overall favorable business environment. According to the same study, the
most profitable services for Brazilian ad agencies included social and paid media management, followed by marketing consulting.
A screen-obsessed consumer market with eyes wide open
Brazilians love to watch content. In 2024, TV was the
highest-reaching ad channel in Brazil, with nearly six out of 10 adults surveyed stating they had seen a commercial on that medium during the four weeks preceding the data collection. Similarly, among
Brazil's leading digital ad touchpoints that year, video portals like YouTube ranked first, cited by 56 percent of respondents. The figures depict a nation with its eyes glued on a screen, be it on a smartphone or an old-style or connected TV (CTV). Another study, conducted at the end of 2023, revealed that
Brazilian internet users' most common sources of new brand discovery were website ads, stressing the format's relevance in an increasingly online market.
The Brazilian ad industry's future is (even more) online
Despite the internet's growing relevance in this context, a poll among hundreds of ad agencies showed that they allocated, on average, roughly 40 percent of
advertising budgets to free TV, with digital pure-play following with around 38 percent. However, online channels have been boosting the industry's results. Between 2018 and 2023,
Brazil's digital ad revenues more than doubled. Consumers also seem to be on board. During a 2024 survey, almost half of responding
Brazilian adults said they bought products endorsed by online influencers; a similar share reported not minding ads in exchange for free content. Marketers must invest even more in the internet to attract more shoppers and spread advertisers' messages.
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