Digital advertising in Brazil grows 12.7% to R$ 42.7 billion; video is already 49% of spend

The Digital Adspend 2026 survey (IAB Brasil/IBOPE) closed the books on 2025: R$ 42.7 billion invested in digital advertising in Brazil, up 12.7% — the second-highest growth in the series and +80% cumulative since 2020. Video accounts for 49% of spend; by channel, social takes 55%. Five sectors make up nearly half the total: retail (25%), electronics and IT (8%), finance (6%), education (5%) and media (4%). The study also began treating retail media as a category in its own right: R$ 4.8 billion in 2025 (+37%).

What this means for advertisers in Brazil: vertical video plus social is where the market's money already is — anyone still allocating the largest share to static display is competing against attention inflation. And breaking retail media out signals the next line that becomes mandatory in the plan.