Brand Advertisers Go Digital in Brazil as Online Display Ad
Market Soars to 190 Billion Impressions in Q1 2012
17 National Brand Advertisers Delivered More than 1 Billion
Impressions in the Quarter
comScore Presents Complimentary Webinar on the State of
Online Advertising in Brazil
São Paulo, May 15, 2012 - comScore, Inc. (NASDAQ: SCOR), a
leader in measuring the digital world, today released the
latest insights on the display advertising market in Brazil
from its
comScore Ad Metrix service, which showed that 190.5
billion display ads were delivered to Brazil's Internet
population during the first quarter of 2012. Dafiti.com.br
and Netshoes.com.br ranked as the top display advertisers
in March 2012 with each delivering upwards of 2 billion
impressions. comScore's Alex Banks will be providing more
insight on the state of Brazil's online advertising market
via a live, complimentary webinar on Wednesday, May 16. For
more information and to register, please visit:
http://www.comscore.com/Press_Events/Events_Webinars/Webinar/2012/State_of_Online_Advertising_Brazil_Webinar
"As the digital ad sector in Brazil grows and becomes more
sophisticated, we are seeing an influx of large brand
advertisers increasing their marketing allocation to this
medium," said Mr. Banks, comScore managing director for
Brazil. "While it's only natural that marketing dollars
follow eyeballs, it's also true that the improving quality
of digital creative, the ability to efficiently target the
right audiences, and measurability of campaign performance
has helped develop digital into a medium where smart
marketers can derive a lot of value and marketing
return-on-investment."
Retailers Drive Display Ad Market in Brazil
comScore introduced its Ad Metrix service in Brazil earlier
this year providing insight into where display ad
impressions appear online, the demographic composition of
the audiences reached, along with traditional advertising
metrics such as reach/frequency and GRPs. During the first
quarter of 2012, 190.5 billion display ads were delivered
in Brazil, as 17 individual advertisers delivered more than
1 billion impressions during that time period.
The ranking of the top display advertisers in March 2012
found that retailers secured the top two spots in the
ranking, demonstrating the importance of display
advertising in their digital strategies. Dafiti.com.br led
as the top online advertiser with more than 2.6 billion ad
impressions (4.0 percent market share) reaching 39.7
million people. Netshoes.com.br followed with 2.2 billion
display ad impressions (3.4 percent market share), while
Microsoft Corporation followed with more than 893 million
display ad impressions (1.4 percent share).
Top Online Display Advertisers* in Brazil
Total Brazil, Age 6+, Home & Work Locations**
March 2012
Source: comScore Ad Metrix
Display Ad Impressions (000)
Share of Total Ad Impressions
Advertising Exposed Unique Visitors (000)
Total Internet
66,132,775
100.0%
50,911
Dafiti.com.br
2,659,000
4.0%
39,741
Netshoes.com.br
2,225,580
3.4%
34,912
Microsoft Corporation
893,456
1.4%
35,091
Google Inc.
717,693
1.1%
36,162
Netflix, Inc.
665,064
1.0%
31,678
*Reflects display advertising only, excludes small ads and
house ads (<2,500 pixels in dimension).
**Excludes traffic from public computers such as Internet
cafes or access from mobile phones or PDAs.
Webinar - State of Online Advertising in Brazil
Join Alex Banks, comScore managing director for Brazil, on
Wednesday, May 16 at 15:00 hours (Brasilia), as he shares
key insights on the state of the online advertising market
in Brazil and what will be important for advertisers and
publishers in the future.For more information and to
register, please visit:
http://www.comscore.com/Press_Events/Events_Webinars/Webinar/2012/State_of_Online_Advertising_Brazil_WebinarNote:
Webinar will be presented in Portuguese.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in
measuring the digital world and preferred source of digital
business analytics.www.comscore.com/companyinfo.
Contact:
Sarah Radwanick
Manager Marketing Communications
comScore, Inc.
+1 206 268 6310
press@comscore.com
comScore, Inc. is an information and analytics company that measures advertising, content, and the consumer audiences of each, across media platforms. The Company creates its products using a global data platform that combines information on digital platforms, television (TV), direct to consumer applications, and movie screens with demographics and other descriptive information. The Company's products and services are organized under two groups: Digital Ad Solutions, which provides measurement of the behavior and characteristics of audiences across digital platforms, including computers, tablets, mobile and other connected devices, and Cross Platform Solutions, which provides measurement of content and advertising audiences across local, national and addressable television, including consumption through connected (Smart) televisions, and are designed to help customers find the relevant viewing audience whether that viewing is linear, non-linear, online or on-demand.