comScore Launches Ad Metrix Service in Brazil to Provide
Competitive Intelligence for Online Display Advertising
Facebook Ranks as Top Display Ad Publisher and Netshoes
Ranks as Top Advertiser in December
São Paulo, February 7, 2012 - comScore, Inc. (NASDAQ:
SCOR), a leader in measuring the digital world, today
announced the launch of
comScore Ad Metrix in Brazil. The breakthrough service
offers advertisers, agencies and publishers comprehensive
insights 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. In December 2011, 62.9 billion
display ad impressions were delivered online in Brazil,
reaching 50.8 million Internet users. Results from the
study found that Facebook.com ranked as the top display ad
publisher during the month, accounting for 17.4 percent of
total display ad impressions, while Netshoes.com.br led as
the top advertiser with 2.5 billion display ad impressions.
"With the average Brazilian Internet user exposed to more
than 1,200 display ads each month, the online advertising
market has never been more vibrant or offered better
marketing opportunities for advertisers, agencies and
publishers," said Alex Banks, comScore managing director
for Brazil. "comScore Ad Metrix brings the Brazilian market
a much needed competitive intelligence tool that delivers
the critical insights needed to optimize digital
advertising strategies and better understand performance
versus the competition."
comScore Ad Metrix provides actionable insights for
advertisers and agencies to optimize display ad campaigns,
while supplying publishers with important third-party
validation to support ad sales efforts.
Key product features include:
-
Measurement of display ad impressions based on delivery
to actual people, as opposed to cookies or spiders.
-
A full range of advertising metrics that provide insights
into ad spend, share of voice, ad clutter, ad-exposed
audience, reach/frequency and GRPs.
-
View of the actual creative used by advertisers,
including information such as ad type and size.
-
Insights into socially-enabled and socially-published ads
(see section below for a detailed description).
-
Granular classification that provides the ability to
analyze advertising at the brand, category or
product-level.
Top 10 Online Display Ad Publishers
Facebook.com ranked as the top display ad publisher in
Brazil during the month of December with 11 billion display
ad impressions (17.4 percent market share) reaching 33.1
million people online. Globo ranked second serving nearly
8.9 billion display ads (14.1 percent share), followed by
UOL with 7.7 billion display ads (12.2 percent share) and
Terra - Telefonica with 7.2 billion ad impressions (11.4
percent share).
Top 10 Online Display Ad Publishers* in Brazil
Total Brazil, Age 6+, Home & Work Locations**
December 2011
Source: comScore Ad Metrix
|
|
Publisher
|
Total Display Ad Impressions (MM)
|
Share of Display Ads
|
Advertising Exposed Unique Visitors (000)
|
|
Total Internet : Total Audience
|
62,900
|
100.0%
|
50,825
|
|
Facebook
|
10,951
|
17.4%
|
33,078
|
|
Globo
|
8,852
|
14.1%
|
37,782
|
|
UOL
|
7,703
|
12.2%
|
41,828
|
|
Terra - Telefonica
|
7,173
|
11.4%
|
42,570
|
|
Google Sites
|
6,456
|
10.3%
|
43,813
|
|
Microsoft Sites
|
6,437
|
10.2%
|
44,501
|
|
iG Sites
|
2,709
|
4.3%
|
29,408
|
|
Yahoo! Sites
|
665
|
1.1%
|
20,735
|
|
Radio e Televisao Record SA
|
344
|
0.5%
|
8,175
|
|
Grupo Abril
|
226
|
0.4%
|
11,352
|
*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.
Top 10 Online Display Advertisers
The ranking of the top 10 display advertisers features
brands from a variety of advertiser categories. Brazilian
retailer Netshoes.com.br was the leading online advertiser
in December with 2.5 billion ad impressions (3.9 percent
market share) reaching 38.4 million people. Dafiti.com.br
followed with 1.5 billion display ad impressions (2.4
percent market share), while Telefonica Group delivered
895.2 million display ad impressions (1.4 percent share),
led by its Vivo brand which accounted for 87 percent of the
advertiser's total display ad impressions.
Top 10 Online Display Advertisers* in Brazil
Total Brazil, Age 6+, Home & Work Locations**
December 2011
Source: comScore Ad Metrix
|
|
Advertiser
|
Display Ad Impressions (000)
|
Share of Total Ad Impressions
|
Advertising Exposed Unique Visitors (000)
|
|
Total Internet
|
62,899,974
|
100.0%
|
50,825
|
|
Netshoes.com.br
|
2,462,945
|
3.9%
|
38,388
|
|
Dafiti.com.br
|
1,514,762
|
2.4%
|
37,290
|
|
Telefonica Group
|
895,231
|
1.4%
|
33,604
|
|
Microsoft Corporation
|
845,326
|
1.3%
|
35,284
|
|
Itaú Unibanco Holding S.A.
|
574,311
|
0.9%
|
18,227
|
|
NetMovies Entretenimento S.A.
|
537,591
|
0.9%
|
26,226
|
|
Hotel Urbano Serviços Digitais S.A.
|
518,416
|
0.8%
|
27,526
|
|
B2W Inc.
|
498,012
|
0.8%
|
32,925
|
|
OLX Inc.
|
484,853
|
0.8%
|
29,953
|
|
Netflix, Inc.
|
484,138
|
0.8%
|
29,205
|
*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.
Socially-Published and Socially-Enabled Ads
A key component of comScore Ad Metrix is visibility into
the growing market of socially-published and
socially-enabled ads. Socially-published ads refer to any
brand's display ads that appear on social networking sites,
such as Facebook or Orkut. Socially-enabled ads are IAB
standard display ads that click through to Facebook or
other social networking sites. Increasingly, brands are
utilizing these social calls-to-action in their display ad
campaigns as a means of bolstering their social media
presence.
In the case of Unilever, 4.9 percent of the brand's total
display ad impressions were socially enabled in December
2011, while 21.9 percent of Unilever's ad impressions were
socially-published.
To learn more about comScore Ad Metrix in Brazil, contact
atendimento@comscore.com
or call 011-3938-2787.
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
