Gaming and betting sectors lead digital advertising growth in Brazil
Tuesday 29 de April 2025 / 12:00
⏱ 1 min read
(Brasilia) - On Monday 28 April, IAB Brazil and Kantar Ibope Media presented a study revealing that the Brazilian digital advertising market generated R$37.9 billion last year, an 8% increase compared to 2023 and a 60% increase since 2020. The gaming and betting sector recorded the highest growth in digital advertising in Brazil in 2024, with a 192% increase in investments.
The expansion of virtual casinos and the popularisation of the ‘tiger game’ have been driving growth in the Gaming and Betting sector. According to the Central Bank, Brazilians spent up to 30 billion reais per month on gambling in the first quarter of 2025.
The Digital AdSpend 2025 study analysed data from 1,600 websites, portals and channels such as Google, Facebook, Instagram, TikTok and YouTube. The study pointed to a more balanced distribution of investments throughout the year, a trend that continues for the third year in a row.
Social media accounted for 53% of digital advertising spend. Google ads accounted for 28% and other sites and media for 19%. In terms of formats, video content led the investment with 42% of the total, followed by images (30%) and search (28%). Mobile devices accounted for 74% of resources, while desktop accounted for 26%.
Denise Porto Hruby, CEO of IAB Brazil, said that the maturity of the market demands data-driven strategic decisions. The study also recorded a 41% increase in retail media investments compared to 2023, totalling R$3.5 billion.
Categoría:Reports
Tags: Sin tags
País: Brazil
Región: South America
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