Comscore in Association with IAB, Announces New Research on Digital Ad Spend in Brazil
More than 9.3 million Reais was spent on digital advertising during 2015 in Brazil
São Paulo, March 21, 2016 - Comscore (NASDAQ: SCOR), a global media measurement and analytics company, in association with IAB Brazil, the Interactive Advertising Bureau, released the results from Digital Ad Spend in Brazil. The study provides the total investment in the digital industry in 2015 and the estimated number for this year.
Selected by the Interactive Advertising Bureau (IAB) for the second consecutive year, Comscore conducted the research based on our combined panel and research methodology to produce the numbers and show the reality of digital advertising in Brazil.
"As every emergent digital market, the industry needs to understand how digital advertising is playing an important role in the mix of media” said Cris Camargo, Executive Director of the Interactive Advertising Bureau in Brazil. “The best way to show the strength of digital in the country is understanding the size of the market in terms of investment and how digital is gaining more power in the advertising landscape. We are very satisfied with the results and Comscore was again the perfect partner to bring trusted numbers to our market.”
"This is the second year that Comscore was selected to release this study. We are very proud of our capability to show the digital advertisement reality in Brazil.” said Luciana Burger, Managing Director of Comscore Brazil. “The expectation is very positive for the upcoming years and this initiative from IAB is helping the entire ecosystem to be aware of the digital potential and to be prepared for this year”
Some of the key findings of the Digital Ad Spend in Brazil study include:
- More than 9.3 million Reais was spent on digital advertising during 2015 in Brazil.
- The IAB’s prediction for 2016 is an investment of 10.4 million Reais, 12% more than in the previous year.
- Search and Classifieds advertising leads the total digital investments in the country.
Comscore (NASDAQ: SCOR) is the cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. Comscore completed its merger with Rentrak Corporation in January 2016 to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, Comscore is delivering the future of measurement. For more information on Comscore, please visit www.comscore.com.
About Interactive Advertising Bureau (IAB)
IAB Brasil is a part of an international network of associations, which has offices in more than 43 countries, including the USA, Australia, Singapore, Spain, France, England, Italy, Chile and Mexico. IAB Brasil currently has over 230 members, including industry-leading websites and portals, technology companies, agencies and Web developers in the country, which yields business and professional results to members by generating relevant networking and good negotiations with advertisers, agencies and vehicles alike. For more information please visit www.iabbrasil.net/eng.
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