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COMSCORE, Inc. : Brand Advertisers Go Digital in Brazil as Online Display Ad Market Soars to 190 Billion Impressions in Q1 2012

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05/15/2012 | 08:56pm CEST
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.

Sarah Radwanick
Manager Marketing Communications
comScore, Inc.
+1 206 268 6310
[email protected]

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