Brand advertisers go digital in Brazil

Dafiti.com.br and Netshoes.com.br ranked as the top display advertisers in March 2012 with each delivering upwards of 2 billion impressions.

"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 the 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% market share) reaching 39.7 million people. Netshoes.com.br followed with 2.2 billion display ad impressions (3.4% market share), while Microsoft Corporation followed with more than 893 million display ad impressions (1.4% share).

*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.