Press Releases

June 24, 2013

The Average Brazilian Internet User Receives 1,800 Display Ads per Month

Dafiti and Netflix Rank as Top Advertisers in Brazil in April with Nearly 2 Billion Display Ad Impressions

Sao Paulo, Brazil, June 24, 2013 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the latest insights on the display advertising market in Brazil based on data from its comScore Ad Metrix service. The report showed that 130.6 billion display ads were delivered to the Brazilian online population in April, reaching 72.6 million people an average of 1,797 times. Dafiti and Netflix, Inc. were the leading online advertisers in Brazil in April with 2.3 billion and 1.9 billion ad views, respectively.

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.
  • Granular classification that provides the ability to analyze advertising at the brand, category or product-level.

In March, Netflix, Inc. ranked as the largest advertiser in Brazil with 2.7 billion display ad impressions reaching 56.9 million people. “As the digital agency of record for Netflix in Latin America, having a tool like comScore Ad Metrix is critical for optimizing our advertising placement strategies.” said Gaston Taratuta, President and Founder of IMS Internet Media Services, Netflix's digital agency for the region. “The availability of important media planning metrics such as demographics, reach, frequency and GRPs, in addition to detailed views of advertising creative and competitive intelligence, helps ensure that we can make sound placement decisions based on a trusted data source.”

Top 10 Online Display Advertisers in April
The ranking of the top 10 display advertisers in April features brands from a variety of advertiser categories. Dafiti was the leading online advertiser with 2.3 billion ad views (1.8 percent share), reaching 53 million people. Netflix followed closely with 1.9 billion ad impressions (1.5 percent share) reaching 54 million people.  Other top display advertisers included the Brazilian sporting retailer Netshoes with 1.5 billion display ad impressions delivered (1.3 percent share) and Bomnegocio.com with 1.2 billion ad views (0.9 percent share).

Top Online Display Advertisers* in Brazil by Display Ad Impressions (000)
Total Brazil, Age 6+, Home & Work Locations**
April 2013
Source: comScore Ad Metrix
  Display Ad Impressions (000) Share of Total Ad Impressions (%) Advertising Exposed Unique Visitors (000)
Total Internet 130,688,303 100.0 72,692
Dafiti 2,324,961 1.8 53,467
Netflix, Inc. 1,993,788 1.5 54,219
Netshoes 1,552,641 1.2 46,882
Bomnegocio.com 1,206,913 0.9 55,400
Microsoft Corporation 1,184,160 0.9 41,136
Passarela Calçados 1,146,076 0.9 44,627
OLX Inc. 964,053 0.7 49,455
Itaú Unibanco Holding S.A. 921,659 0.7 35,524
MRV Engenharia e Participações 859,405 0.7 34,731
Net Serviços 652,504 0.5 39,643

*Reflects display advertising only, excludes small ads and house ads (<2,500 pixels in dimension).
**Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs.

Webinar – The State of Display Advertising in Brazil 2013
comScore’s Alex Banks will be providing more insight into the state of Brazil’s online advertising market via a live, complimentary webinar on Tuesday, June 25. For more information and to register, please visit: http://www.comscore.com/Insights/Events_and_Webinars/Webinar/2013/The_State_of_Display_Advertising_in_Brazil_2013 Note: Webinar will be presented in Portuguese.

Learn More about comScore Ad Metrix
To learn more about comScore Ad Metrix, please contact learnmore@comscore.com.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights into consumers’ web, mobile and TV viewing behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo

Contact:
Ana Laura Zain
Marketing Manager, EMEA
comScore, Inc.
+44 20 3111 1730
worldpress@comscore.com



Tags: Ad Impressions, Ad Validation, Advertising