Online advertising has played an essential role in providing free access to services and content on the internet, but how do Brazilians really perceive it?
A recent study by IAB Brazil in dataset partnership with Offerwise revealed valuable insights into the preferences, tolerances and expectations of the Brazilian public regarding digital advertising.
Let’s explore the main points of this research and understand how this relationship shapes the advertising market in Brazil.
Advertising as a free access tool
According to the survey, 63% of Brazilians accept receiving targeted advertisements to maintain free digital services and content .
This data reflects a practical perception: for many, advertising is a fair exchange for free access to information and entertainment.
This acceptance is even more evident in classes D and E, where the financial impact of paid subscriptions is more significant.
On the other hand, 70% of Brazilians have reduced the use of paid applications or services due to the costs involved , highlighting the importance of affordable prices so that more people can enjoy digital platforms.
The survey also revealed that half keyword & seo check: analyze your website, free of charge! of those interviewed are willing to pay up to R$10 per subscription, while amounts above that are considered high.
For example , a university student from the outskirts of the city who uses streaming platforms to study and entertain himself. For him, watching personalized ads is a viable alternative to avoid additional costs, since his budget does not allow for multiple subscriptions.
Preference for personalized online ads
Brazilians clearly prefer personalized ads , with 62% saying that this type of advertising is more relevant. The most popular formats include:
Ads related to what they are currently searching for (25%);
Products or services of personal interest (21%);
Well-known and trusted brands (16%).
This personalization not only improves the user experience, but also increases the effectiveness of advertising campaigns, creating a closer relationship between brands and consumers.
Imagine an entrepreneur looking for materials for his industrial acoustics company , he can receive advertisements about local suppliers or specific promotions, saving time and money when finding customized solutions.
The importance of privacy in the digital environment
Although Brazilians accept targeted advertising, 54% say they are aware of the General Data Protection Law (LGPD) and are concerned about privacy issues.
Additionally, 45% value control over shared data, while 53% trust channels that offer transparency about their privacy policies.
This duality between accepting china leads personalized ads and protecting personal data shows that consumers are increasingly demanding regarding the ethics of companies in using their information.
This is the case of a mother who uses educational applications for her children and accepts cookies to facilitate navigation, but expects her data to be protected against misuse.