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24 January 2024

Programmatic Advertising in Brazil: Mobile Market Analysis

Programmatic advertising is a cutting-edge tool in today’s digital marketplace. In recent years, mobile promotion has gained significant popularity, especially in Latin American countries. For example, programmatic advertising in Brazil is becoming one of the most promising solutions for both advertisers and developers.

Below we analyze programmatic advertising in Brazil with a focus on the mobile app market and share promotion recommendations from our experts.

Ad spending in the In-App Advertising market is expected to reach US$4,269.0 million in 2024, with a projected increase to US$5,713 million in 2028

The shift towards mobile promotion underscores the growing influence of programmatic advertising in Latin America.

It’s not surprising considering the latest DataReportal figures, which reveal that in Brazil, the majority of users (98.9%) access the internet via smartphones, followed by 32% on tablets and 58.3% on computers or laptops.

Brazil - device ownership

Furthermore, the increase in spending on mobile advertising reflects a demand for precise and effective promotion methods. Programmatic advertising, known for its precision, is ready to meet this demand.

Ad spending is expected to show an annual growth rate (CAGR 2024-2028) of 7.56%, resulting in a projected market volume of US$5,714.0m by 2028

The surge in growth underscores the expanding advertising landscape in Brazil, underscoring the growing significance of programmatic advertising.

This trend not only signals increased financial investment but also points to a maturing advertising ecosystem. From an expert standpoint, this rise indicates growing confidence, fostering the adoption of sophisticated advertising techniques.

Programmatic advertising, celebrated for its efficiency, emerges as a strategic solution to leverage this growth. It ensures effective audience targeting and optimized campaign performance, empowering advertisers and developers to navigate the evolving dynamics of the Brazilian market.

downloads in Brazil

The average ad spending per internet user in the In-App Advertising market is projected to amount to US$24.0 in 2024

This marks a clear shift in the advertising realm, with a strong focus on individual Internet users, particularly within mobile apps.

Breaking down the top categories investing significantly in user interaction, we find social, games, sports and health, and entertainment apps leading the way.

It’s intriguing to observe that spending per user varies across countries; for instance, in Canada, the projection for 2024 stands at $153.7. This underlines the nuanced dynamics shaping the In-App Advertising market on a global scale.

average ad spending per mobile user in Brazil

In 2023, the number of users in Brazil reached 182 million, an increase of 7 million from 2022. The annual growth in the number of Internet users is 4.1%

The surge in Brazil’s internet users in 2023, particularly in mobile, benefits advertisers aiming to utilize programmatic tools for mobile app advertising.

This growth broadens the potential audience, providing advertisers more opportunities to engage new users. Additionally, programmatic tools enable precise campaign adjustments, optimizing budget efficiency and enhancing the chances of reaching the target audience.

In summary, the increased user base, especially in mobile, creates favorable conditions for advertisers planning programmatic campaigns in Brazil.

number of Internet users in Brazil from 2013 to 2023

If you decide to create your own mobile campaign, we are ready to help. Just register on our platform and contact us by email

In the Digital Advertising market, 76% of total ad spending will be generated through mobile in 2028

This shift towards mobile advertising is driven by the steady growth of the global mobile user base. In 2024, it is anticipated that mobile advertising will capture 70% of the market share, while desktop advertising will constitute 30%.

ad spending mobile in Brazil

The expanding mobile audience compels advertisers in Brazil to strategically allocate their budgets, prioritizing mobile segments, in response to consumer preferences for mobile devices in accessing information, services, and entertainment.

This trend underscores the growing role of mobile platforms in digital advertising of Brazil. Advertisers should optimize campaigns for mobile formats to engage effectively with the expanding mobile user base.

ad spending share desktop and mobile in Brazil

In the Digital Advertising market in Brazil, 77% of the Digital Advertising revenue will be generated through programmatic advertising in 2028

This data perfectly confirms that programmatic advertising is very popular in Brazil. By 2028 it will occupy a significant part of the local market.

If you want to learn more about programmatic advertising, targeting and other interesting news from the digital market, do not miss our publication.

ad spending share programmatic in Brazil

Now is the perfect time to launch your mobile advertising campaign in Brazil, and the best way to do it is through the BYYD programmatic platform.

For over 8 years, we have been assisting advertisers worldwide in delivering their messages to the target audience. Brands partnering with us gain a loyal audience and boost their visibility.

Explore our case studies through this link.

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