Digital Ad Spend in Brazil Continues to Explode
According to a comScore focus report recently released which looks at trends in web usage, social media, online video, digital advertising, mobile and search are defining the current marketplace and how they are likely to shape the coming year.
“The Brazilian digital landscape saw significant change in 2012 led by the strong emergence of Social Networking, in addition to increasing media consumption in terms of online video and display advertising,” said Alex Banks, comScore managing director for Brazil & VP Latin America. “As these media vehicles continue to grow, they are providing new and exciting opportunities for businesses looking to attract new consumers.”
Some key insights from the Brazil Digital Future report include:
- Consumers in Brazil spent more than 27 hours per month online on their desktop computers, representing the highest average engagement of all 8 Latin American markets analyzed.
- Online Retail continues to grow in Brazil with the total number of category page views up 9 percent during 2012.
- Online Advertising is on the rise, with more than 789 billion display ad impressions delivered in 2012. Portals and Social Networking are the two largest content categories for delivery of these ads, representing a combined 45 percent of the market
- Social Media sites capture the largest percentage of consumers’ time in Brazil at 36 percent.
- Online video consumption in Brazil grew 18 percent in 2012.
According to a recent eMarketer update Brazil’s rapidly expanding mobile internet market is largely fueled by a growing middle class.
eMarketer estimates—53.1 million people in Brazil—will be mobile phone internet users this year. Based on current trends, by 2017 almost all internet users in Brazil, and close to 60% of the country, are expected to go online through mobile phones.
Like many global markets businesses in Brazil are looking to social media, mobile marketing and online properties to reach their existing customers and target new ones.