巴西数字广告行业市场前景及投资研究报告-培训课件外文版2024.4

DIGITAL

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TRENDSDigitaladvertisinginBrazilCHAPTER

01OverviewDigitaladvertisingspendingworldwidefrom2021to2026(inbillionU.S.dollars)Digitaladvertisingspendingworldwide2021-2026900800700835.82765.98695.96626.866005004003002001000567.49522.520212022*2023*2024*2025*2026*4Description:Itwascalculatedthatthedigitaladvertisingspendingworldwideamountedto522.5billionU.S.dollarsin2021.Thesourceprojectedthatby2026,thespendingwouldreach836billiondollars.ReadmoreNote(s):Worldwide;2021;includesadvertisingthatappearsondesktopandlaptopcomputersaswellasmobilephonesandtabletsandotherinternet-connecteddevices,andincludesallthevariousformatsofadvertisingonthoseplatforms;*[...]

ReadmoreSource(s):eMarketer;PubMaticLeadingdigitaladvertisingmarketsworldwidein2022,byspending(inbillionU.S.dollars)DigitalMarketOutlook:largestdigitaladmarketsworldwide2022300243.8925020015010050155.6737.823.93Japan15.3513.6411.769.979.128.370UnitedStatesChinaUnitedKingdomGermanyCanadaAustraliaFranceSouthKoreaBrazil5Description:Fromtheselectedregions,therankingbyadspendinginthedigitaladvertisingmarketisleadbytheUnitedStateswith243.89billionU.S.dollarsandisfollowedbyChina(155.67billionU.S.dollars).Incontrast,therankingistrailedbyBrazilwith8.37billionU.S.dollars,recordingadifferenceof235.52billionU.S.dollarstotheUnitedStates.ReadmoreNote(s):Worldwide;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsDigitalandtraditionaladvertisingspendinginLatinAmericafrom2017to2027(inbillionU.S.dollars)OnlineandofflineadvertisingspendinginLatinAmerica2017-2027DigitalTraditional50454035302517.0816.6615.8514.422015.851510516.7328.5522.8717.6813.58.635.9202017201920212023*2025*2027*6Description:Thesourceforecastthat,in2023,digitaladvertisingspendingwillsurpasstraditionaladexpenditureinLatinAmerica.Whiletheinternetwillattractalmost17.7billionU.S.dollars,offlinemedia'sadspendwillstandbelow16billiondollars.Digitaladspendingwasprojectedtocontinuetoexpandinthenextfewyears,exceedingtraditionaladexpenditurebyover10billiondollarsby2027,accordingtotheestimates.ReadmoreNote(s):LAC;2017to2022;traditionaladvertisingincludesTV,radio,OOH,newspapers,andmagazines;digitaladvertisingincludesallformatsappearingoninternet-connecteddevicessuchasdesktopandlaptopcomputers,mobilephones,[...]

ReadmoreSource(s):eMarketer;DistributionofdigitaladvertisingspendinginselectedcountriesinLatinAmericainFebruary2023,bydeviceDigitaladspendinselectedmarketsinLatinAmerica2023,bydeviceShareofonlineadvertisingMobile40%Desktop50%0%10%20%30%60%70%80%90%15%16%18%100%MexicoEcuador85%84%82%ElSalvadorHondurasGuatemalaNicaragua82%82%82%81%81%81%80%80%80%18%18%18%19%19%19%20%20%20%UruguayPuertoRico*CostaRicaDominicanRepublicPanamaBrazil7Description:InFebruary2023,mobileadsaccountedfor85percentoftheestimateddigitaladvertisingspendinginMexico.InColombia,thesharestoodat70percent.AmongtheLatinAmericanmarketsdisplayed,onlyVenezuelarecordedahigherpercentagefordesktopads,whichconcentrated86percentofthatcountry'sonlineadspend.ReadmoreNote(s):LAC;February2023;estimates;includingdisplay,video,andtextformatsonopenweb,social(Facebook,YouTube),andretailmedia,bothonmobileanddesktopdevices;excludingsearch;*PuertoRicowasincludedintherankingdespite[...]

ReadmoreSource(s):AdmetricksMobileadvertisingspendinginselectedcountriesinLatinAmericain2022(inbillionU.S.dollars)MobileadspendinLatinAmerica2022,bycountrySpendinginbillionU.S.dollars0123456789BrazilMexicoArgentinaColombiaChilePeruDominicanRepublicEcuadorCostaRicaPanamaUruguayGuatemalaBolivia8Description:Brazilisleadingtherankingbyadspendinginthedigitaladvertisingmarket,recording8.37billionU.S.dollars.FollowingcloselybehindisMexicowith4.53billionU.S.dollars,whileGuyanaistrailingtherankingwith0.02billionU.S.dollars,resultinginadifferenceof8.35billionU.S.dollarstotherankingleader,Brazil.ReadmoreNote(s):LAC;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsDigitaladvertisingspendingperinternetuserinselectedcountriesinLatinAmericain2022(inU.S.dollars)DigitaladspendperinternetuserinLatinAmerica2022,bycountrySpendinginU.S.dollars300102040506070PanamaCostaRicaMexico59.6145.7939.47ChileGuyana36.9935.6BrazilUruguay33.3132.25DominicanRepublicEcuador30.4918.89ElSalvadorColombiaNicaraguaBolivia17.0916.4916.0615.829Description:InPanama,digitaladvertisingspendingperinternetuserswasforecasttoreach59.61U.S.dollarsin2022.HoweverinCostaRica,itwasexpectedtoamountto45.79U.S.dollars.

ReadmoreNote(s):LACSource(s):DigitalMarketInsightsAveragecost-per-click(CPC)inGoogleAdssearchadvertisinginselectedcountriesinLatinAmericaandtheCaribbeaninMay2023(inU.S.dollars)GoogleAdsCPCinLatinAmerica&theCaribbean2023,bycountryCostinU.S.dollars0.00.10.20.30.40.50.60.70.80.91.0HaitiTheBahamasNicaragua0.940.860.72Guyana0.68PanamaBelizeHonduras0.660.660.65BoliviaJamaicaCostaRica0.620.620.62DominicanRepublicTrinidadAndTobagoElSalvador0.60.590.5810Description:InMay2023,theaveragemonthlycost-per-click(CPC)inGoogleAdssearchadvertisinginMexicostoodat49U.S.cents.InArgentina,theCPCamountedto19centsandinBelizeto66cents.ReadmoreNote(s):LAC;May2023;basedondataextractedfromSemrushkeyworddatabase;widerindustrymetricsmayvarySource(s):SemrushDistributionofadvertisingspendinginBrazilin2022,bymediumAdspendingdistributioninBrazil2022,bymedium45%41.7%40%35%30%25%20%15%10%5%35.7%10.2%OOH6.3%3.7%1.7%0.4%0.3%0%FreeTVInternetPayTVRadioNewspapersMagazinesCinema11Description:In2022,freeTValoneaccountedforalmost42percentofBrazil'stotaladvertisingspending.Theinternetandout-of-home(OOH)mediafollowedwithsharesofapproximately36and10percent,respectively.DigitaldisplayandsocialmediaadsregisteredBrazil'shighestonlineadexpendituresin2022.ReadmoreNote(s):2022;basedondataprovidedby326advertisingagenciesSource(s):PROPMARK;StandardNormsExecutiveCouncil(Brazil)ChangeinadvertisingspendinginBrazilin2022,bymediumChangeinadvertisingspendinginBrazil2022,bymediumAnnualchange0%5%10%15%20%25%30%SearchDigitalvideo25%25%Digital(total)Social21%16%Average14%CinemaDigitalout-of-home(DOOH)FreeTV8%8%8%TV(total)7%7%7%Out-of-home(total)Traditionalout-of-homeRadio5%5%Digitaldisplay12Description:In2022,advertisingspendinginBrazilincreasedbyanestimated14percent,withsearchanddigitalvideoboostingtheaveragewithprojectedgrowthratesof25percent.Cinema,digitalout-of-home(DOOH)media,andfreeTVadexpendituresroseeightpercent.ReadmoreNote(s):Brazil;asofDecember16,2022;estimatesSource(s):Adlatina;MagnaDigitaladvertisingspendinginBrazilfrom2015to2022(inbillionBrazilianreals)DigitaladvertisingspendinginBrazil2015-20223530252032.430.223.716.1214.81511.89.31050201520162017201820202021202213Description:In2022,digitaladvertisingspendinginBrazilgrewbyoversevenpercentto32.4billionBrazilianreals.Thatwastwiceasmuchasin2018.ReadmoreNote(s):2015to2022Source(s):IABBrasil;KantarIbopeMediaDistributionofdigitaladvertisingspendinginBrazilin2022,bypurchasemodelDistributionofdigitaladvertisingspendinginBrazil2022,bypurchasemodelDirect33%Agencies67%14Description:Throughout2022,littlemorethantwo-thirds(67percent)ofthedigitaladvertisingspendinginBrazilwasboughtthroughadagencies.Theremaining33percentwerepurchaseddirectly.Brazil'sdigitaladspendincreasedbyoversevenpercentto32.4billionBrazilianreals.ReadmoreNote(s):Brazil;2022Source(s):IABBrasil;KantarIbopeMedia;PROPMARKCHAPTER

02Formats,devices,andplatformsInternetadvertisingspendinginBrazilin2022,byformat(inmillionU.S.dollars)InternetadspendinginBrazil2022,byformat1,2001,004.121,000800600400200300.66Social85.0184.73Video3.830Display&othersSearchAudio16Description:In2022,internetadvertisingspendinginBrazilamountedtoabout1.48billionU.S.dollars,ofwhichoverabillionwenttodisplayandotherformats.Thedigitalsocialadexpendituresurpassed300milliondollarsthatyear.Thefigureswerebasedondataprovidedby326adagenciesacrosstheSouthAmericancountry.Brazil'stopmediumbyadspendin2022wasfreeTV.ReadmoreNote(s):2022;basedondataprovidedby326advertisingagenciesSource(s):PROPMARK;StandardNormsExecutiveCouncil(Brazil)DistributionofdigitaladvertisingspendinginBrazilin2022,byformatDigitaladspendingdistributioninBrazil2022,byformat67.9%70%60%50%40%30%20%10%0%20.3%Social5.8%5.7%0.3%Display&othersSearchVideoAudio17Description:In2022,displayandotheronlineformatsaccountedforovertwo-thirds(or67.9percent)ofBrazil'stotaldigitaladvertisingspending.Socialmediaadsfollowedwithlittlemorethanone-fifthor20.3percent.Thesearchandvideosubsegmentsaccountedforalmostsixpercenteach,whileaudio'ssharestoodbelow0.5percent.Theinternetregisteredthesecond-highestadexpenditureinBrazilin2022.ReadmoreNote(s):Brazil;2022;basedondataprovidedby326advertisingagenciesSource(s):PROPMARK;StandardNormsExecutiveCouncil(Brazil)DistributionofdigitaladvertisingspendinginBrazilin2022,bydeviceDistributionofdigitaladvertisingspendinginBrazil2022,bydeviceDesktop23%Mobile77%18Description:In2022,mobileadvertisementsaccountedforoverthree-quarters(77percent)ofdigitaladvertisingexpendituresinBrazil.Desktopadsaccountedfortheremaining23percent.Brazil'sdigitaladspendincreasedbyoversevenpercentto32.4billionBrazilianreals.ReadmoreNote(s):Brazil;2022Source(s):IABBrasil;KantarIbopeMediaDistributionofestimateddigitaladvertisingimpressionsinBrazilinJuly2023,bydeviceDistributionofestimateddigitaladvertisingimpressionsinBrazil2023,bydeviceMobile48%Desktop52%19Description:Thesourceestimatedthat,inJuly2023,morethanhalf-or52percent-digitaladvertisingimpressionsinBrazilcamefromdesktops.Theremaining48percentcamefrommobiledevices.

ReadmoreNote(s):Brazil;July2023;estimates;includingdisplay,video,andtextformatsonopenweb,social(Facebook,YouTube),andretailmedia,bothonmobileanddesktopdevices;excludingsearchSource(s):AdmetricksDistributionofestimatedmobileadvertisingspendinginBrazilJuly2023,byselectedformatDistributionofestimatedmobileadspendinginBrazil2023,byselectedformat60%52%48%50%40%30%20%10%0.89%Text0%VideoDisplay20Description:Thesourceestimatedthat,inJuly2023,thevideoformataccountedforlittlemorethanhalfthemobileadvertisingspendinginBrazil.Displayadsaccountedfornearlyhalftheestimatedexpenditure,whiletext'sshareamountedtolessthanonepercent.Accordingtothesamesource,mobile'sshareindigitaladimpressionsinBrazilreached48percentthatmonth.ReadmoreNote(s):Brazil;July2023;estimates;includingdisplay,video,andtextformatsonopenweb,social(Facebook,YouTube),andretailmedia,bothonmobileanddesktopdevices;excludingsearchSource(s):AdmetricksEstimatedadvertisingspendingonFinBrazilfrom2019to2022(inmillionU.S.dollars)EstimatedadvertisingspendingonFinBrazil2019-20221,8001,6001,4001,2001,701.771,250.93975.361,0008006004002000621.94201920202021202221Description:Between2019and2022,theestimatedadvertisingspendingonFinBrazilskyrocketedbyover170percent,exceeding1.7billionU.S.dollarsinthelatteryear.Forcomparison,adspendingonYouTubeinLatinAmericaaltogetherstoodslightlybelow1.7billiondollarsin2022.ReadmoreNote(s):Brazil;2019to2022;estimates;includingmobileanddesktopdevicesSource(s):AdmetricksEstimatedadvertisingspendingonYouTinBrazilfrom2019to2022(inmillionU.S.dollars)EstimatedadvertisingspendingonYouTinBrazil2019-20221,000900800700600859628.19514.755004003002001000455.11201920202021202222Description:In2022,advertisingspendingonYouTinBrazilreachedanestimated859millionU.S.dollars,upfrom628.2milliondollarsayearearlier-anannualincreaseofover35percent.Forcomparison,adspendingonYouTubeinLatinAmericasurpassed1.6billiondollarsin2022.ReadmoreNote(s):Brazil;2019to2022;estimates;includingmobileanddesktopdevicesSource(s):AdmetricksEstimatedadvertisingspendingonMercadoL.brinBrazilfrom2019to2022(inmillionU.S.dollars)EstimatedadvertisingspendingonMercadoL.brinBrazil2019-2022160140120100137.328064.17604034.88202222.920020192020202123Description:In2022,advertisingspendingonMercadoL.br-partofMercadoLibre-inBrazilreachedanestimated34.9millionU.S.dollars,downfrommorethan137milliondollarsayearearlier.Thatrepresentsanannualdeclineofabout75percent.MercadoL.brwasthemostvisitede-commercesiteinBrazilinmid-2022.ReadmoreNote(s):Brazil;2019to2022;estimates;includingmobileanddesktopdevicesSource(s):AdmetricksEstimatedadvertisingspendingonA.brinBrazilfrom2020to2022(inmillionU.S.dollars)EstimatedadvertisingspendingonA.brinBrazil2020-2022141210811.9564.824203.3220202021202224Description:Between2020and2022,theestimatedadvertisingspendingonA.brinBrazilgrewalmostfour-fold,reachingnearly12millionU.S.dollarsinthelatteryear.A.br(orAmazonBrasil)wasthesecond-mostvisitede-commercesiteinBrazilinmid-2022.ReadmoreNote(s):Brazil;2020to2022;estimates;includingmobileanddesktopdevicesSource(s):AdmetricksCHAPTER

03AdvertisersPercentageofcompaniespayingforonlineadvertisementsinBrazilin2019and2022ShareofcompaniespayingforonlineadsinBrazil2019-202245%40%40%36%35%30%25%20%15%10%5%0%March-August2019August2021-April202226Description:DuringasurveyconductedamongcompaniesinBrazilbetweenAugust2021andApril2022,around40percentreportedpayingforonlineadvertisements.Abouttwoyearsearlier,in2019,thesharestoodat36percent.

ReadmoreNote(s):Brazil;MarchtoAugust2019;August2021toApril2022;4,064*;onlycompanieswith10ormoreemployees;*Numberofrespondentsin2021/2022.In2019,thesourcesinterviewed7,000companies.2019dataretrievedfromanearlier[...]

ReadmoreSource(s):CETIC;CGI.br;NIC.brDistributionofdigitaladvertisingspendinginBrazilin2022,bysectorDistributionofdigitaladvertisingspendinginBrazil2022,bysectorRetail24%Others33%Services22%Consumerelectronics6%Financial7%Media8%27Description:In2022,retailaccountedforalmostone-quarter(24percent)ofthedigitaladvertisingspendinginBrazil.Theservicesandmediasectorsfollowedwithsharesof22andeightpercent,respectively.Brazil'sdigitaladspendincreasedbyoversevenpercentto32.4billionBrazilianreals.ReadmoreNote(s):BrazilSource(s):IABBrasil;KantarIbopeMediaLeadingbrandsinBrazilin2022,byestimateddigitaladvertisingspending(inmillionU.S.dollars)LeadingbrandsinBrazil2022,byestimateddigitaladvertisingspendingEstimateddigitaladspendinmillionU.S.dollars15

20

25051030354045SamsungIpirangaFastShopPrincipiaSkincareClaro39.3322.9820.4416.2415.4415.1414.11JeepFiatAudima13.7513.3513.24ItaúMotorola28Description:Accordingtothesource,Samsunginvestedover39millionU.S.dollarsindigitaladvertisinginBrazilin2022,makingittheleadingonlineadvertiserintheSouthAmericancountrythatyear.IpirangaandFastShopfollowedwithdigitaladexpendituresofapproximately23millionand20milliondollars,respectively.ReadmoreNote(s):Brazil;2022;estimates;includingdisplay,video,andtextformatsonopenweb,social(Facebook,YouTube),andretailmedia,bothonmobileanddesktopdevices;excludingsearchSource(s):AdmetricksAveragemonthlycost-per-click(CPC)inGoogleAdssearchadvertisinginselectedindustriesinBrazilinMay2023(inU.S.dollars)Brazil:GoogleAdsCPC2023,byindustryCostinU.S.dollars0.00.51.01.52.02.53.03.54.04.5Marketing&advertisingInternet&telecomInsurance4.221.660.9Travel0.62OnlinebankingAutomobiledealershipCryptocurrencyOnlineeducationFitness&healthRealestate0.470.450.390.340.280.260.20.190.160.150.12LegalFashionretailElectronicsPharmaceuticalsHome&garden29Description:InMay2023,theaveragemonthlycost-per-click(CPC)inGoogleAdssearchadvertisinginBrazilforthemarketingandadvertisingindustryamountedto4.22U.S.dollars.Theinternetandtelecomindustryrankedsecondat1.66dollars.

ReadmoreNote(s):Brazil;May2023Source(s):SemrushCHAPTER

04ProgrammaticShareofprogrammaticindigitaladvertisingspendinginselectedcountriesinLatinAmericain2022ProgrammaticmarketshareinLatinAmerica2022,bycountryShare40%0%10%20%30%50%60%70%80%90%PeruBolivia82.78%80.44%79.33%ColombiaParaguayDominicanRepublicArgentinaBrazil78.73%78.32%78.31%77.63%Cuba76.9%HondurasNicaraguaHaiti76.01%75.63%75.39%Guyana74.66%Guatemala73.6%31Description:Theindicator'AdSpendingShare(Non-)Programmatic'rankinginthe'Programmatic'segmentofthedigitaladvertisingmarketisleadbyPeruwith82.78percent,whileBoliviaisfollowingwith80.44percent.Incontrast,Panamaisatthebottomoftherankingwith68.11percent,showingadifferenceof14.67percentagepointstoPeru.ReadmoreNote(s):LAC;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsProgrammaticadvertisingspendinginBrazilfrom2017to2026(inbillionU.S.dollars)ProgrammaticadspendinBrazil2017-202687657.316.776.175.464.713.7543.53.112.792.833210201720182019202020212022*2023*2024*2025*2026*32Description:In2021,programmaticadvertisingspendinginBrazilstoodat3.75billionU.S.dollars.Itwasprojectedtoincreaseto7.31billionby2026.BrazilisthelargestprogrammaticmarketinLatinAmerica.

ReadmoreNote(s):*Forecast.ReadmoreSource(s):DistributionofdigitaladvertisingspendinginBrazilin2022,bypurchasemodelDistributionofdigitaladvertisingspendinginBrazil2022,bypurchasemodelDirect33%Agencies67%33Description:Throughout2022,littlemorethantwo-thirds(67percent)ofthedigitaladvertisingspendinginBrazilwasboughtthroughadagencies.Theremaining33percentwerepurchaseddirectly.Brazil'sdigitaladspendincreasedbyoversevenpercentto32.4billionBrazilianreals.ReadmoreNote(s):Brazil;2022Source(s):IABBrasil;KantarIbopeMedia;PROPMARKCHAPTER

05DigitalretailmediaPercentageofmanufacturers,retailers,andadvertisingagenciesworkingwithdigitalretailmediainBrazilasofMay2023Manufacturers,retailers,andadagenciesusingdigitalretailmediainBrazil2023YesNo100%90%80%70%60%50%40%30%20%10%0%21.1%27.1%31.3%78.9%72.9%68.7%ManufacturersRetailersAdvertisingagencies35Description:AsofMay2023,nearly80percentofmanufacturerssurveyedinBrazilreportedworkingwithdigitalretailmedia.Thesharesamongrespondingretailersandadvertisingagenciesstoodataround73and69percent,respectively.

ReadmoreNote(s):Brazil;AprilandMay2023;>160Source(s):Bornlogic;DP6;NewtailDigitalretailmediaspendingasapercentageofmanufacturers'marketingbudgetinBrazilasofMay2023Digitalretailmedia'sshareinmanufacturers'marketingbudgetinBrazil202360%50%50%40%30%20%10%0%23%20%7%1-10%11-35%NoneDon'tknow36Description:Duringa2023surveyamongmanufacturersinBrazil,halfoftherespondentsreportedinvestingbetweenoneand10percentoftheirmarketingbudgetindigitalretailmedia.Around20percentsaidtheyallocatedbetween11and35percentofthebudgettothatchannel,whilesevenpercentstatedtheydidnotspendondigitalretailmedia.ReadmoreNote(s):Brazil;AprilandMay2023;>160Source(s):Bornlogic;DP6;NewtailLeadingdigitalretailmedianetworks(RMNs)amongadvertisingagenciesinBrazilasofMay2023Leadingdigitalretailmedianetworks(RMNs)amongadagenciesinBrazil202373%70%64%60%50%40%30%20%10%0%18%18%9%9%AmazonMercadoLivreAmericanasRDAdsGPAMagalu37Description:AsofMay2023,nearlythreeoutoffoursurveyedadvertisingagenciesinBrazilreportedworkingwithdigitalretailmediaatAmazon.MercadoLivre-mostlyknownasMercadoLibre-followed,mentionedby64percent.AmericanasandRDAdstiedinthirdplace,with18percenteach.ReadmoreNote(s):Brazil;AprilandMay2023;>160Source(s):Bornlogic;DP6;NewtailAdvertisingagencies'leadinggoalswithdigitalretailmediacampaignsformanufacturersinBrazilasofMay2023Agencies'topgoalswithdigitalretailmediacampaignsforindustriesinBrazil202346%45%40%35%30%25%20%15%10%5%27%9%9%9%0%Improvesalesofstrategicproductsone-commerceplatformsIncreaseproducts'brandvisibilitybyhighlightingitsproductsonstrategice-commerceplatformsKnowconsumers'purchasehabitsbetterMeasuremoreaccurately

Increasebrand'svisibilityone-marketingtactics'impactsonsalescommerceplatformsandimprovesalesperformance38Description:Duringa2023surveyinBrazil,almosthalf(or46percent)ofrespondingadvertisingagenciessaidimprovingsalesofstrategicproductsone-commerceplatformswastheirgoalwithdigitalretailmediacampaignsformanufacturers.Increasingbrandvisibilitybyhighlightingitsproductsonstrategice-commerceplatformsrankedsecond,mentionedby27percentofrespondents.ReadmoreNote(s):Brazil;AprilandMay2023;>160Source(s):Bornlogic;DP6;NewtailLeadingreasonswhymanufacturers,retailers,andadvertisingagenciesdidnotworkwithdigitalretailmediainBrazilasofMay2023Whyindustries,retailers,andagenciesavoideddigitalretailmediainBrazil2023ManufacturersRetailersAdvertisingagencies80%70%60%50%40%30%20%10%0%75%63%46%40%40%39%38%23%23%20%20%20%15%13%13%Wearen'tprepared,we

Wedon'thavethestaffto

WeneedtechnologytoneedmoreknowledgeofthesubjectWeintendtostartthis

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nextyearWedon'tknowthechannelyetrunretailmediastartretailmediaactions39Description:AsofMay2023,threeoutoffourmanufacturerssurveyedinBrazilreportednotusingdigitalretailmediabecausetheywereunpreparedandneededmoreknowledgeofthemarketingtactic.Around40percentofadvertisingagenciessurveyedstatedthesame.Still,nearly80percentofBrazilianmanufacturerssaidtheyworkedwithdigitalretailmedia.ReadmoreNote(s):Brazil;AprilandMay2023;>160Source(s):Bornlogic;DP6;NewtailCHAPTER

06Third-partycookiedeprecationPercentageofcompaniesreadyforthird-partycookiedeprecationinBrazilin2021and2023Shareofcompaniesreadyforthird-partycookiedeprecationinBrazil2021-202360%50%52%40%30%20%10%0%37%2021202341Description:Duringa2023surveyinBrazil,approximately52percentofrespondingcompaniesreportedbeingreadyforthird-partycookiedeprecation.Twoyearsearlier,thesharestoodat37percent.

ReadmoreNote(s):Brazil;2021and2023;66*;amongmembersofBrazil'sInteractiveAdvertisingBureau(IAB);onlyrespondentswhoselected"5–veryprepared"or"4"asananswer;*Numberofrespondentsin2023.Thesourcedoesnotspecifythesurvey[...]

ReadmoreSource(s):IABBrasil;Nielsen(NielsenMediaBrazil)Leadingtechnologiesusedinresponsetothird-partycookiedeprecationinBrazilasofJune2023Toptechnologiesusedinresponsetothird-partycookiedeprecationinBrazil202359%60%50%40%30%20%10%0%48%32%23%18%DatamanagementplatformsIdentitysolutionsCustomerdataplatformsConsentmanagementplaformsDatacleanrooms42Description:AsofJune2023,59percentofcompaniessurveyedinBrazilreportedusingdatamanagementplatformsinresponsetothird-partycookiedeprecation.Around48percentstatedthattheyadoptedidentitysolutions.Accordingtothesamestudy,littlemorethan50percentofBraziliancompaniesconsideredthemselvesreadyforthird-partycookiedeprecationin2023.ReadmoreNote(s):Brazil;May11toJune13,2023;66respondents;amongmembersofBrazil'sInteractiveAdvertisingBureau(IAB)Source(s):IABBrasil;Nielsen(NielsenMediaBrazil)Levelofsatisfactionwithselectedtechnologiesusedinresponsetothird-partycookiedeprecationinBrazilasofJune2023PerceptionoftechnologiesusedinresponsetocookiedeprecationinBrazil2023VerysatisfiedNotsatisfied40%100%90%80%70%60%50%40%30%20%10%0%27%35%48%52%73%65%60%52%48%DatacleanroomsCustomerdataplatformsConsentmanagementplaformsDatamanagementplatformsIdentitysolutions43Description:AsofJune2023,almostthree-quarters(or73percent)ofcompaniessurveyedinBrazilreportedbeingverysatisfiedwithdatacleanroomsasaresponsetothird-partycookiedeprecation.Nearlytwo-thirds(65percent)saidthesameaboutcustomerdataplatforms.Accordingtothesamestudy,Brazil'smost-usedtechnologiesinresponsetocookiedeprecationweredatamanagementplatformsandidentitysolutions.ReadmoreNote(s):Brazil;May11toJune13,2023;66respondentsSource(s):IABBrasil;Nielsen(NielsenMediaBrazil)CHAPTER

07DigitalconsumerinsightsLeveloftrustinselectedmediainBrazilasofNovember2022