Investimento em publicidade digital no Brasil soma R$ 16,4 bilhões no 1º semestre, alta de 11%
Os investimentos em publicidade on-line alcançaram R$ 16,4 bilhões no Brasil entre janeiro e junho deste ano, um crescimento de 11% ante a primeira metade de 2022, segundo a pesquisa "Digital AdSpend", realizada pela associação IAB Brasil e pela Kantar Ibope Media.Os setores que mais investiram em anúncios on-line no primeiro semestre foram comércio (27,18%), serviços (13,35%), mídia (7,81%), eletrônicos e informática (5,96%) e financeiro e securitário (5,94%), informa a pesquisa.Pequenos e médios anunciantes aumentaram em 13% seus investimentos no primeiro semestre, em base anual. No mesmo período, os 50 maiores anunciantes do país investiram 8% mais.Anúncios em celulares e outros dispositivos móveis representaram 76% do total investido em publicidade digital nos primeiros seis meses do ano.As redes sociais receberam 55% do investimento em anúncios digitais no primeiro semestre, seguidas por buscadores (30%), portais de conteúdo e sites segmentados (15%).O formato de anúncios on-line em vídeo representou 37% das campanhas no primeiro semestre, seguido por anúncios em imagens estáticas ou animadas, como banners, gifs e posts (33%) e por links e imagens em sites de buscas (30%).O estudo também aponta alta de 5% nos investimentos feitos diretamente pelos anunciantes em campanhas on-line e de 15% em por meio de agências de publicidade, na primeira metade de 2023, em relação a igual período de 2022. As agências representam a maior parte (67%) dos...
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