comScore recently released a data showing that 190.5 billion display advertisements were delivered to the Brazilian Internet audience within the Q1 2012 alone.
Mr. Alex Banks, comScore’s Managing Director for Brazil says, “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.”
Dafiti.com.br, which raked in 40 percent of the market shares, and Netshoes.com.br, which had 34 percent of the shares, snagged the first two top ranks in Brazil’s top display advertisers in March 2012, with the former delivering 2.659 billion impressions and the latter following suit with 2.226 billion. Completing the top five line-up is Google Inc. coming in fourth with 717, 693 impressions and 14 percent market share to follow Microsoft Corporation, which came in third with 893, 456 impressions and 11 percent market share. Closing the list is Netflix, Inc. with 665 064 impressions and having 10 percent market shares.
Within the quarter, Dafiti.com.br, being the top online display advertiser, has gotten through 39.7 million Internet users. Oddly enough, Netshoes.com.br (35.1 million) and Microsoft Corporation (36.2 million), which are the second and third advertisers, respectively, when it comes to impressions, had a lesser reach than the Google, Inc., which had a 36.2 million consumer engagement. Netflix, Inc. had a 31.7 million user engagement for the quarter.
It was also reported that 17 individual advertisers had more than 1 billion impressions each within the three-month period.