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O típico usuário Internet no Brasil está exposto a 1.800 anúncios display por mês
  • USA - English

Dafiti e Netflix lideram como os maiores anunciantes no Brasil em Abril com quase 2 bilhões de impressões visualizadas de anúncios


News provided by

comScore, Inc.

Jun 24, 2013, 01:15 ET

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SÃO PAULO, 24 de junho de 2013 /PRNewswire/ -- A comScore, Inc. (NASDAQ: SCOR), líder em  medições do mundo digital, divulgou hoje os dados mais recentes sobre o mercado de exibição de publicidade no Brasil, a partir de seu serviço comScore Ad Metrix®. O relatório mostrou que 130,6 bilhões de anúncios display foram visualizados pela população online brasileira em Abril, com 72,6 milhões de pessoas impactadas por esses anúncios, em média, 1.797 vezes. Dafiti e Netflix, Inc. foram os principais anunciantes online no Brasil em Abril, com 2,3 bilhões e 1,9 bilhões de impressões visualizadas de anúncios, respectivamente.

(Logo: http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO )

O comScore Ad Metrix® fornece informações acionáveis aos anunciantes e às agências para otimizar campanhas publicitárias, enquanto fornece importante validação do mercado a veículos com o intuito de apoiar os esforços de vendas de anúncios.

As principais características do produto são:

  • Mensuração das impressões de anúncios exibidos com base na visualização feita por pessoas reais, ao contrário de cookies ou robôs de busca.
  • Uma gama completa de métricas de publicidade que fornecem informações sobre o gasto com publicidade, share de impressões, sobrecarga de propaganda (ad clutter), público exposto ao anúncio, alcance/frequência e pontos de audiência bruta (GRPs).
  • Visualização das peças publicitárias dos anunciantes, incluindo informações relacionadas a tipo e formato do anúncio, por exemplo.
  • Informações sobre anúncios em redes sociais ou a elas vinculados.
  • Classificação hierarquizada que possibilita a análise do anúncio no âmbito da marca, categoria ou do produto.

Em Março, Netflix, Inc. era o maior anunciante no Brasil, com 2,7 bilhões de impressões de anúncios exibidos, alcançando 56,9 milhões de pessoas. "Na qualidade de agência digital da Netflix na América Latina, a possibilidade de se ter uma ferramenta como a comScore Ad Metrix® é fundamental para otimizar nossas estratégias de posicionamento de anúncio.", disse Gaston Taratuta, Presidente e Fundador da IMS Internet Media Services, a agência digital da Netflix na região. "A disponibilidade de uso de importantes métricas de planejamento de mídia, como a demografia, o alcance, a frequência e o GRP, além de visualizações detalhadas de peças publicitárias e da inteligência competitiva, contribuem para termos a certeza de que podemos tomar decisões seguras sobre posicionamentos com base em uma fonte de dados confiável."

As 10 Maiores Anunciantes Online em Abril
O ranking dos 10 maiores anunciantes em Abril inclui marcas de diversas categorias de anunciantes. Dafiti liderou os anúncios online, com 2,3 bilhões de impressões visualizadas de anúncios (1,8 % de participação), alcançando 53 milhões de pessoas. Netflix se aproximou do líder, em segundo lugar, com 1,9 bilhão de impressões de anúncios (1,5 % de participação), alcançando 54 milhões de pessoas. Outros importantes anunciantes incluiu a rede varejista de artigos esportivos Netshoes, com 1,5 bilhão de impressões de anúncios exibidos (1,3 % participação) e a Bomnegocio.com, com 1,2 bilhão de impressões visualizadas de anúncios (0,9 % de participação).

Principais Anunciantes Online* no Brasil por Impressões (000)
Total Brasil  - Visitantes com 6+ anos, Acesso de Casa ou do Trabalho**
Abril 2013
Fonte:
comScore Ad Metrix®


Impressões (000)

Participação no Total de Impressões (%)

Visitantes Únicos Expostos (000)

Total Internet

130.688.303

100,0

72.692

Dafiti

2.324.961

1,8

53.467

Netflix, Inc.

1.993.788

1,5

54.219

Netshoes

1.552.641

1,2

46.882

Bomnegocio.com

1.206.913

0,9

55.400

Microsoft Corporation

1.184.160

0,9

41.136

Passarela Calçados

1.146.076

0,9

44.627

OLX Inc.

964.053

0,7

49.455

Itaú Unibanco Holding S.A.

921.659

0,7

35.524

MRV Engenharia e Participações

859.405

0,7

34.731

Net Serviços

652.504

0,5

39.643

*Reflete apenas os anúncios para display, exclui logos e anúncios internos (<2.500 pixels em dimensão).

**Não inclui visualizações desde computadores de Acesso público, como Internet cafés, celulares e PDAs.

Webinar – O Momento da Publicidade Online no Brasil 2013
Alex Banks, da comScore, apresentará mais detalhadamente o momento do mercado de publicidade online do Brasil, em um webinar ao vivo no dia 25 de Junho, terça-feira. Para mais informações e para se cadastrar entre no site. Observação: O webinar será apresentado em português.

Saiba Mais sobre a comScore Ad Metrix®
Para mais informações sobre a comScore Ad Metrix®, entre em contato no e-mail [email protected].

Sobre a comScore 
A comScore, Inc. (NASDAQ: SCOR) é lider mundial em mensuração e analise digital, fornecendo informações sobre o comportamento do consumidor de web, celular e TV, assim  permitindo aos clientes maximizar o valor de seus investimentos digitais. Para mais informações visite o site www.comscore.com/companyinfo.

FONTE  comScore, Inc.

FONTE comScore, Inc.

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