Online ad spend in Brazil is set to grow by 39%, according to new data from IAB Brasil’s Indicadores de Mercado. The trade body notes that overall billing for online advertising in Brazil in 2011 totaled 3.33 billion reales (US$1.6 billion) and predicts that it will grow to 4.6 billion reales (US$2.3 billion) in 2012. IAB Brazil’s calculations take into account both display and search advertising.
Other authorities tend to focus solely on display advertising, so sometimes you’ll see a different set of numbers for Brazil’s online ad spend.
Search makes up more than half of online advertising billing: in 2011, out of the 3.33 billion reales spent on Internet advertising in Brazil, 1.88 billion went to search, or 54%.
In addition, the Indicadores de Mercado report projects that in 2012, Internet advertising will make up 13.7% of Brazil’s overall ad spend, up from the final figure of 11% listed for 2011.
Source: IAB Brazil