The IAB Brazil revealed in their research conducted by comScore that digital ad spend for 2015 reached over R $ 9.3 billion. The forecast for this year is a 12% growth, reaching R $ 10.4 billion.
The report also showed investments in digital areas, with consolidated figures of 2015. Search and classifieds are responsible for the bulk of advertising dollars, with R $ 5.169 billion, followed by display and social networks (R $ 3.148 billion ) and video (R $ 1.038 billion). “Despite the economic instability, we believe that the digital marketing industry should continue to maintain double-digit growth in the coming years. More mature markets like the United Kingdom and the United States are good examples of the digital achieving an even bigger share of advertisers’ budget in times of adversity,” said Andre Izay, President of IAB Brazil.
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