Tag Archives: Brazil Internet ad spend 2011

Brazil’s Online Ad Spend to Grow by 40% in 2012

Advertisers have clearly realized the power of Brazil’s huge online audience: IAB Brasil’s Indicadores de Mercado report projects a growth of more than 39% in Internet advertising billing in 2012. IAB Brazil notes that overall billing for online advertising in Brazil in 2011 totaled 3.33 billion reales (US$1.6 billion) and predicts that it will grow to 4.6 billion reales (US$2.3 billion) in 2012.

IAB Brazil’s calculations take into account both display and search advertising. Other authorities tend to focus solely on display advertising, so sometimes you’ll see a different set of numbers for Brazil’s online ad spend.
It makes sense for IAB Brazil to include search in its calculations, especially since the organization reports that search makes up more than half of online advertising billing: in 2011, out of the 3.33 billion reales spent on Internet advertising in
Brazil, 1.88 billion went to search, or 54%.

In addition, the Indicadores de Mercado report projects that in 2012, Internet advertising will make up 13.7% of Brazil’s overall ad spend, up from the final figure of 11% listed for 2011. While online ad spend in Brazil is not quite at the level it is for other markets—such as the U.S., where online makes up 19% of the overall ad spend—this figure still marks some impressive gains. With comScore recently reporting that Brazil is #7 in the world in Internet users with 85 million, it makes sense that advertisers take advantage of the country’s rapidly growing online population.

And so far this year, this is exactly what they’re doing. Over 190 billion display ads were delivered to Brazil’s Internet population during the first quarter of 2012. A recent comScore press release reported these figures, which are from the company’s Ad Metrix service. In March 2012, Brazil’s top online display advertisers were Dafiti.com.br and Netshoes.com.br, with each delivering more than 2 billion impressions.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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Internet Ad Spend in Latam Grew Massively in 2011

Between 2010 and 2011, online ad spend grew by a whopping 117% in Argentina, according to the Cámara Argentina de Agencias de Medios (Argentine Chamber of Media Agencies). The sector posted spend of 528 million pesos (US$121 million) in 2010, then jumped to 1.1 billion pesos (US$250 million) in 2011. While this huge leap is due in part to inflation and lots of political advertising during an election year, it’s still quite impressive.

Other Surging Latin American Markets in Online Ad Spend
Argentina is far from the only Latin American country in which the Internet grew powerfully in ad spend in 2011. According to Projeto Inter-Meios, online ad spend grew by 19% in Brazil in 2011, while IAB Brasil indicates that the spend was split more or less evenly between display and search.

While figures for Mexico’s online ad spend for 2011 aren’t yet available, we were able to get figures for other key markets:

• Chile: 30% growth, US$82 million spent for online ads in 2011
• Colombia: 33% growth, US$70.5 million spent for online ads in 2011
• Peru: 37% growth, US$24 million spent for online ads in 2011
• Uruguay: 50% growth, US$7 million spent for online ads, 2011

To find out how we can help you reach Latin America via a strategic online campaign, please contact us at info@usmediaconsulting.com.

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