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Ad spending in Brazil is on a robust growth trajectory. Total media ad spending is set to rise 10.0% this year, making Brazil one of just four countries with double-digit growth in eMarketer’s latest forecast of paid media investment worldwide.
That will bring total media ad spending in Brazil to $20.64 billion this year—and nearly $30 billion by 2019, the end of our forecast period. During the same time period, Brazil will increase its share of the worldwide advertising market from 3.6% to 4.1%.
Brazil’s share of the worldwide digital market is smaller, and despite double-digit growth in this area as well, is not expected to budge from 1.8% throughout our forecast period. Advertisers are expected to spend $3.04 billion on ads served to internet-connected devices in Brazil this year, or 14.7% of all ad spending. That translates to $26.73 in advertiser spending per internet user, putting Brazil toward the bottom of the ranks of countries eMarketer breaks out by this metric.
A slight majority of digital ad spending in Brazil goes toward search ads, whose share of the digital market is not expected to change much over the forecast period. Display grabs about four in 10 digital dollars in Brazil, with the rest going to classifieds.
Brazil will boast the third-fastest-growing mobile internet ad market in the world this year, behind only Argentina and Indonesia and tied with India and Russia. But that growth is from a very small base—spending on mobile search and display ads will reach only $550 million this year, though it will account for two-thirds of all digital spending by 2019.
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 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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