Brazil advertising spend moves from traditional media to digital platforms, OOH grows

A recent survey by the Forum of Self‑Regulation of the Advertising Market (CENP‑Meios) shows that advertising investments in Brazil continue shifting toward digital channels, while traditional media such as television, radio, newspapers and magazines record a decline. At the same time, the Out‑of‑Home (OOH) sector—including billboards, digital panels, urban furniture and transit ads—registers growth.

Advertising expert Gabriel Santiago, a lecturer at UNINASSAU, stresses that mere visibility does not guarantee results. He warns that the rapid expansion of artificial‑intelligence tools speeds up the creation of graphics, videos and copy, but cannot replace solid strategic planning. Over‑producing content may cause audience fatigue and undermine campaign effectiveness, especially when companies prioritize quantity over clear objectives.