[CLSTR]
< Back to situations

Monitor this situation.

[SITUATION] · [ACTIVE] · [BUSINESS]

3 clusters · 6 sources · 29 days · First seen · Last updated

Brazilian advertising and marketing landscape shifts

Overview

Advertising trends in Brazil are undergoing significant structural shifts, moving away from traditional media like television, radio, and print toward digital platforms and Out-of-Home (OOH) sectors. While artificial intelligence is accelerating content production, strategic planning remains essential to avoid audience fatigue.

Marketing strategies are increasingly centered on the creator economy and Retail Media. In the creator economy, influence is being measured by trust and engagement rather than follower counts. A HypeAuditor study noted that in 2025, 60% of sponsored Instagram content was produced by creators with fewer than 50,000 followers. The Brazilian creative economy reached US$ 5.47 billion in 2025 and is projected to reach US$ 33.5 billion by 2034, according to Noodle.

Retail Media is bridging the gap between digital discovery and physical purchases. Brazil is leading global growth in this sector, with eMarketer noting a 42% increase in Retail Media investment in 2024. Platforms like Impulso, from Grupo RD Saúde, are integrating physical and digital channels by using consumer data and digital screens in pharmacies to provide personalized communication.

This evolution reflects a shift in consumer behavior; research from Opinion Box indicates that 67% of Brazilian consumers have purchased products discovered on social media. This trend emphasizes omnichannel strategies, where discovery, evaluation, and decision-making processes occur simultaneously across digital and physical touchpoints.

Entities

Goldman Sachs · Impulso · HypeAuditor · Nielsen · Kantar

Timeline

  1. about 23 hours ago

    [BUSINESS] 3 sources
    Retail media and creator economy drive shifts in consumer behavior

    Retail media and the creator economy are reshaping Brazilian consumer behavior, moving away from linear marketing funnels toward integrated digital and physical shopping experiences.

  2. 7 days ago

    [BUSINESS] 4 sources
    Marketing shifts toward niche creators and Retail Media

    Brands are shifting focus toward niche creator communities and Retail Media to better capture consumer intent, with Brazil leading significant growth in retail-based advertising investments.

  3. 29 days ago

    [BUSINESS] 2 sources
    Brazil advertising spend moves from traditional media to digital platforms, OOH grows

    Brazil's ad spend is shifting to digital, with traditional TV, radio and print down and Out‑of‑Home advertising on the rise, experts say strategy matters more than sheer volume.

Sources

exame.com · gazeta24h.com · meioemensagem.com.br · portalmakingof.com.br · utilitaonline.com.br · vocerh.abril.com.br

This summary has been updated 1 time: see revision history