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BizReport : Advertising archives : May 18, 2012

Brazilian display market skyrockets to 190 billion impressions

Don't tell advertisers in Brazil that display is dead. According to new numbers from comScore the online display advertising space hit 190 billion impressions for Q1 2012; 17 different brand advertisers hit over 1 billion impressions for the quarter.

by Kristina Knight

"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. 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," said Alex Banks, comScore Managing Director, Brazil.

Meanwhile social media and video are also booming in the South American country. According to comScore numbers Brazilians spent more than 26 hours online in December 2011 with social networks accounting for 23% of the time spent online. Facebook became the number one social network at the same time, with social networkers spending nearly 5 hours for the month on-site; 36 million Brazilians used Facebook for the month.

For that month Brazilian consumers also viewed more than 4 billion video clips, a 19% increase in unique viewership. That is an increase of 74% Year over Year.

In December 2011 nearly 63 billion display ad impressions were served; that is on track with the Quarterly impressions noted for Q1 2012. Facebook was the top display ad publisher.

Tags: Brazil, comScore, online advertising, online video, video ads, video trends

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