Let’s take a look at one of the brightest, warmest, and truly colorful countries in the world. Today’s article is about sunny Brazil and its people. We will explain how you can use the country’s distinctive features for generating traffic. We will also share some observations that can help you to save time and multiply your advertising budget.
Things you Should Know about Brazil
Brazil is the largest country in South America by area and population. It ranks 6th in the world by population and 5th by area. The region regularly appears in top lists of countries suitable for geo-targeting. The number of successful case studies easily proves that the country is perfect for setting up and launching advertising campaigns. Having high-quality and low-cost traffic makes Brazil one of the most promising GEO targets in 2024.
In country tier rankings, Brazil is located between Tier-2 and Tier-3 categories. Low-cost traffic and high audience engagement perfectly align with the country’s demographic indicators, making it attractive for both affiliates and advertisers.
Currency
The Brazilian real (BRL) is the official currency of Brazil.1 Brazilian real is approximately equal to $0.19. However, using the $ and € symbols in ad sets is acceptable, though you might want to adapt the content to the location by translating it into Portuguese for maximum profit.
Language
It is an important feature compared to many neighboring countries. Unlike many Latin American countries, the official language in Brazil is Portuguese. The country is the only Portuguese-speaking nation in all of the Americas.
Population
Brazil is one of the most populous countries in the world. According to various sources, the country has a population of over 215.3 million people, not including tourists.
Nearly 90% of the country’s population lives in million-plus cities. These are the cities to target when launching advertising campaigns in the region.
Most populous cities in Brazil:
- São Paulo — 11,152,344
- Rio de Janeiro — 6,136,652
- Salvador — 2,892,625
- Brasília — 2,455,903
- Fortaleza — 2,431,415
- Belo Horizonte — 2,412,937
- Curitiba — 1,797,408
- Manaus — 1,646,602
- Recife — 1,553,580
- Porto Alegre — 1,420,667
- Belém — 1,408,841
- Goiânia — 1,244,645
- Garu Dulhos — 1,236,192
- Campinas — 1,039,297
- São Luís — 1,064,197
- São Gonçalo — 1,031,903
- Maceió — 1,005,319
Standard of Living
The average salary in the country ranges from $200 to $400. This seemingly low figure and the large gap between the lower and upper bounds are due to a significant portion of the population living on the brink of poverty. Class divisions are also present among higher income groups, but they are not as obvious on paper.
Despite this, one of the main distinguishing features of Brazil is that there is a lot of traffic here. And for any marketing purposes and verticals.
Internet
Despite ongoing urbanization and the rapid development of key sectors, the internet connection speed is far from being fast. Like in most other regions, mobile internet predominates in Brazil.
Local authorities are discussing the development and popularization of 5G towers, but no significant progress in this direction has been observed so far.
More than half of the country’s population is aged 18–50. There are more than 172 million active internet users. The most popular websites are Google and YouTube. Facebook and Instagram are the most popular social networks. WhatsApp is the most popular messaging app. The widespread use and popularity of social networks make the Internet traffic from mobile devices dominant.
Other Features
When we talk about Brazil, the first things that come to mind are carnivals and football. It is the love of sports that serves as the main natural driving force behind the promotion of betting offers in the region. During major championships, the country transforms into one big yellow-and-green fan stand.
Thanks to football stars like Pelé, Neymar, Ronaldinho, Alisson, Rodrygo, and many others, Brazilian football has become famous around the world. The national heroes are held in high regard, which positively impacts the conversion rate when using ad sets featuring their images.
Considering that betting is closely linked to gambling, it can be assumed that the population of the country views online casinos with at least some interest, if not enthusiasm. And indeed, Brazilians are very active players who enjoy spending an evening with their favorite slots.
Ideas for Driving Traffic
You can get stable profits by promoting all popular verticals: from nutra and supplements to sweepstakes and cryptocurrency. When setting up advertising campaigns, it is important to tailor the creatives based on the selected targeting (age, region, etc.). Due to the significant class divide within the population, the needs of certain audiences regarding a single product may differ greatly.
Why iGaming is Better Suited for Brazil
In recent years, there has been rapid growth in the iGaming market in the country. According to the annual report by Delasport, the growth of the iGaming sector will continue in the near future, with the projected industry size for 2024 exceeding $102 billion. In this case, the annual growth rate will be 7.76%.
Such development of the iGaming sector is driven by several factors:
- In December 2023, online casinos were officially legalized in the country, which automatically removed a number of restrictions on many activities in the region. Today, promoting betting and gambling platforms in the country is not only legal but also open.
- The characteristics of the Brazilian mentality and the inherent love for sports make the country’s population one of the most interested audiences for iGaming platforms. Brazil’s passionate nature and recognition of football as the national sport make the region one of the most promising in this segment.
- The country has long been observing a trend towards the development of alternative payment methods, crypto wallets, and the widespread adoption of local systems for alternative leisure activities. Today, any Brazilian can deposit funds using well-known services such as PIX, Caixa, Itau, Boleto, or Paysafe. Crypto wallets allow users not only to make deposits and top up their accounts without fees but also to freely withdraw winnings to their accounts.
Target Audience of iGaming
Although the main target group for the iGaming vertical consists of men, it is women who play more frequently in online casinos. According to various estimates, this figure varies around 63%. This factor should be considered as a priority when setting up advertising campaigns.
As for betting, this area is entirely dominated by the male population of the country. Men love sports and enjoy winning from it. The most popular sports in the country are football, tennis, volleyball, and MMA.
The average user spend on the platform ranges around 3,000 Brazilian reais (about $500).
Popular Promotional Approaches
The popular approaches in Brazil are not much different from those used in other countries with similar living standards and mentality. The most popular methods are the classic ones: calls to action, showcasing gameplay, and reactions to wins (often used in conjunction with showcasing). However, these approaches are not limited to just these. In the region, news-based approaches and event marketing also convert very well.
When preparing creatives, it is especially important to consider the characteristics of the population. Try to use Brazilian-origin heroes in your advertising campaigns, as well as promotional materials featuring national flag icons.
Conclusion
Brazil is the “sleeping giant” of the CPA marketing world, which has recently awakened from its slumber. The iGaming industry has attracted a large number of people interested in acquiring quality traffic, while allowing the local population to openly and legally place bets and wager on their favorite card games. Today, Brazil rightfully holds the status of one of the most promising GEOs with low traffic costs and large volumes of interested audiences.
