Digital Marketing in Brazil

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Brazil’s population exceeds 200 million people and is one of the largest countries in the world. Although considered a third world country, in 2022 Brazil ranked 10th on the List of countries by GDP (nominal), in front of Russia, Spain and Australia.

Brazilian economy had been extremely busy from 2010 to 2014 when it started to slow down after the 2014 FIFA World Cup which brought a lot of temporary investments to the country as well as cases of political corruption.

According to the World Bank,^[1] 81% of the country's population has access to the web, making it a huge 160 million people market segment.

With the outbreak of COVID19 around December of 2019, businesses around the world were forced to turn their marketing investments to the digital channels. In Brazil, big players like Mercado Livre and Hotmart surged as big online companies. Mercado Livre, an e-commerce platform similar to Ebay.com, was once valuated at $60 billion dollars,^[2] more than one of the Brazilian's largest industries, Vale S.A.

The Boston Consulting Group puts Brazil and other countries like it into a particular digital category: “Straight to Social media”. The country was long dominated by Google-owned network Orkut. However, Facebook and Instagram have dominated the social media space during the last decade with more than 100 million users.

Outside of the social media space, there was another segment that showed enormous development: the e-learning space, or Educational technology. Hotmart rapidly became one of the preferred platforms where users can upload and distribute any type of online course.

Brazil's digital advertising market continued to grow in 2021, reaching 30.2 billion Brazilian reals ($5.6 billion). This represents a 30% increase from the previous year, and it is the largest digital advertising market in Latin America.

The growth of digital advertising in Brazil is being driven by a number of factors, including the increasing popularity of smartphones and mobile internet, the growing middle class, and the increasing adoption of e-commerce.

Search advertising is the largest segment of the digital advertising market in Brazil, accounting for 40% of spending. Display advertising is the second largest segment, accounting for 30% of spending. Video advertising is the fastest growing segment, with spending increasing by 50% in 2021.

The ongoing digital transformation of Brazil's advertising landscape is creating new opportunities for advertisers. Brands that are able to effectively reach consumers on digital platforms are well-positioned to succeed in the Brazilian market.

Conclusion

Leading businesses in Brazil are taking advantage of opportunities across social and mobile in Brazil. Exclusive data from IAB Brazil also signals that Internet advertising including search is growing strong. The digital landscape is fluctuating quickly. In comparison to markets where similar changes have been on-going for the past 10 years, one cannot help but notice that it seems like, for Brazil, everything happened quickly as confirmed by Brazilian digital marketing expert, Lucas Riccieri,^[3] who specializes in marketing management and digital planning.

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