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World Cup Helps Digital Ad Spending in Brazil Jump 28%

Investments in mobile internet ads will total $119.9 million this year

Digital ad spending in Brazil will jump 28.0% this year, eMarketer estimates, at least in part due to boosted spending from the country’s summer hosting of the FIFA World Cup.

Total paid ad spending on digital media—including all formats served to desktop and mobile devices—will reach $2.88 billion in the country this year. The 2014 growth rate eMarketer predicts of 28.0% is nearly twice the expansion expected for next year, though 2016 will see a further bump due to the Olympic Games. By 2018, the end of eMarketer’s forecast period, advertisers in Brazil will spend nearly $5 billion on digital media.

Mobile still accounts for a tiny fraction of that spending in Brazil, with advertisers devoting just $119.9 million to mobile internet ads this year—including display and search ads, but excluding messaging-based advertising. This represents continued triple-digit growth for mobile ad spending in the country, but it will be several years before mobile is more than a drop in the digital bucket. By 2018, however, over $1 billion will go toward mobile internet ads—around 20% of total digital spending.

eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all of its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.

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