Brazil’s digital advertising market continues to surge, and according to a new study presented by IAB Brazil and Kantar Ibope Media, the gaming and betting sectors are leading this upward trend.
Digital AdSpend Hits R$37.9 Billion in 2024
To begin with, the Digital AdSpend 2025 report reveals that Brazil’s digital ad spend reached R$37.9 billion in 2024, representing an 8% increase over 2023 and a 60% surge since 2020. This steady growth reflects the country’s increasing digital maturity and expanding online economy.
Gaming and Betting Record 192% Growth
Notably, among all sectors, gaming and betting saw the most dramatic spike, with a 192% year-on-year increase in advertising investment. This surge is primarily driven by the rapid expansion of virtual casinos and the soaring popularity of the “tiger game”, a fast-paced digital slot format gaining traction across Brazil.
Furthermore, according to Brazil’s Central Bank, monthly gambling activity reached up to R$30 billion during the first quarter of 2025. This impressive figure underscores the sector’s growing dominance in both consumer engagement and digital ad revenue.
Ad Spend Spreads More Evenly Across the Year
In addition, the study—based on data from 1,600 websites and platforms such as Google, Facebook, Instagram, TikTok, and YouTube—noted a more even distribution of digital ad investment throughout the year, marking the third consecutive year of this trend.
Channel Breakdown:
- Social media platforms accounted for 53% of total digital advertising spend.
- Google Ads followed with 28%.
- Other media channels and websites made up the remaining 19%.
Preferred Formats:
- Video content led with 42% of total ad spend.
- Image-based ads came next at 30%.
- Search advertising held 28%.
Device Usage:
- Mobile devices dominated with 74% of investments.
- Desktop devices, on the other hand, accounted for 26%.
Data-Driven Strategy Gains Importance
Moreover, Denise Porto Hruby, CEO of IAB Brazil, emphasized the increasing importance of a data-driven strategic approach in a maturing market.
“As the digital space evolves, it’s essential for advertisers to make informed decisions based on performance metrics and consumer behavior,” she explained.
Retail Media Investments Also Climb
Alongside gaming and betting, the retail media sector also experienced notable growth. Specifically, investments grew by 41% compared to 2023, amounting to R$3.5 billion, which reflects brands’ interest in performance-oriented media channels.
