Market Insights Advertising & Media Advertising

Search Advertising - Brazil

Brazil

Ad spending in the Search Advertising market in Brazil is forecasted to reach US$4.23bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 4.53%, leading to a projected market volume of US$5.28bn by 2029.
When compared globally, the United States will account for the highest ad spending (US$137.00bn in 2024) in the Search Advertising market.
By 2029, 80% of the total ad spending in Brazil will be generated through mobile.
The average ad spending per internet user in the Search Advertising market is estimated to be US$26.20 in 2024.
Brazil's Search Advertising market is experiencing a surge in demand driven by the country's growing digital economy and increasing internet penetration rates.

Key regions: Australia, Japan, United States, Europe, Asia

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Analyst Opinion

The Search Advertising market in Brazil is experiencing significant growth and development.

Customer preferences: Brazilian consumers have shown a strong preference for online shopping and research, leading to an increased demand for search advertising. With a population of over 200 million people, Brazil has a large and growing online consumer base. Consumers in Brazil are increasingly using search engines to find products and services, making search advertising an effective way for businesses to reach their target audience. Additionally, the rise of mobile internet usage in Brazil has further fueled the demand for search advertising, as consumers are constantly connected and searching for information on the go.

Trends in the market: One major trend in the Search Advertising market in Brazil is the increasing adoption of programmatic advertising. Programmatic advertising allows businesses to automate the buying and placement of ads, making it more efficient and effective. This trend is driven by the need for advertisers to reach their target audience in a more personalized and targeted manner. Programmatic advertising also offers real-time data and analytics, allowing advertisers to optimize their campaigns and measure their return on investment. Another trend in the Search Advertising market in Brazil is the growing importance of local search. Brazilian consumers are increasingly using search engines to find local businesses and services. This trend is driven by the convenience and immediacy of online search, as well as the desire for personalized and relevant results. Businesses in Brazil are recognizing the importance of optimizing their online presence for local search, including using location-based keywords and targeting local customers through search advertising.

Local special circumstances: One of the unique aspects of the Search Advertising market in Brazil is the dominance of Google. Google is the most popular search engine in Brazil, with a market share of over 90%. This dominance presents both opportunities and challenges for businesses in Brazil. On one hand, advertising on Google can reach a large audience and benefit from the platform's advanced targeting and analytics capabilities. On the other hand, the high competition on Google's platform can drive up advertising costs and make it more difficult for businesses to stand out.

Underlying macroeconomic factors: The growth of the Search Advertising market in Brazil is also influenced by underlying macroeconomic factors. Brazil has experienced economic instability in recent years, with periods of recession and high inflation. However, the country is now showing signs of recovery, with improving economic indicators and increased consumer confidence. As the economy improves, businesses are investing more in advertising and marketing, including search advertising, to capitalize on the growing consumer demand. In conclusion, the Search Advertising market in Brazil is developing rapidly due to customer preferences for online shopping and research, the adoption of programmatic advertising, the growing importance of local search, the dominance of Google, and underlying macroeconomic factors. Businesses in Brazil are recognizing the value of search advertising in reaching their target audience and are investing in this form of advertising to drive growth and success.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.