comScore launches Ad Metrix service 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% 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 1200 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 optimise digital advertising strategies and better understand performance versus the competition."
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 (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% market share) reaching 33.1 million people online. Globo ranked second serving nearly 8.9 billion display ads (14.1% share), followed by UOL with 7.7 billion display ads (12.2% share) and Terra - Telefonica with 7.2 billion ad impressions (11.4% 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 |
| 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% market share) reaching 38.4 million people. Dafiti.com.br followed with 1.5 billion display ad impressions (2.4% market share), while Telefonica Group delivered 895.2 million display ad impressions (1.4% share), led by its Vivo brand which accounted for 87% 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 utilising 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% of the brand's total display ad impressions were socially enabled in December 2011, while 21.9% of Unilever's ad impressions were socially-published.
To learn more about comScore Ad Metrix in Brazil, contact moc.erocsmoc@otnemidneta or call 011-3938-2787.
Source: comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.
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