Average Brazilian internet user receives 1,800 display ads per month
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 optimise 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 analyse 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 optimising 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% share), reaching 53 million people. Netflix followed closely with 1.9 billion ad impressions (1.5% 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% share) and Bomnegocio.com with 1.2 billion ad views (0.9% 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.
Source: comScore
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