Tag Archives: Brazil Internet use

6 Reasons Why Internet Advertising is the Best Way to Reach Brazilians

A recent survey from IAB Brasil and comScore—called Brasil Conectado 2—looked at the attitudes and preferences of Brazilians when it comes to the Internet.  There are six key points that professionals in media, marketing and advertise should factor in when planning their next campaign in Brazil:

#1 >>>Brazilian Shoppers Begin Shopping by Going Online
74% of the Brazilians surveyed say they search for products online that they intend to purchase offline

#2>>> Internet Ads Drive Traffic
Nearly 70% of Brazilians say that online ads motivate them to visit the site of the advertised brand

#3>>>Internet Ads Close the Deal in Brazil
66% of Brazilians say that Internet ads motivate them to visit the store that’s being advertised and 63% of Brazilians say that Internet ads make them want to buy the products advertised

#4>>>Brazilians Are Now Confident Online Shoppers
69% of Brazilians say that Internet is easiest medium for shopping and 63% say they have no problem with using a credit card to make purchases online

#5>>>Online Video Is a Smart Option for Advertising Online in Brazil
Nearly 6 out of 10 Brazilians (58%) say they prefer to see advertising incorporated into online video rather than paying to view the content

#6>>>M-Commerce is Becoming More Popular among Brazilians
More than one-third of Brazilians surveyed said that they had bought products using their tablets and 23% of Brazilians reported that they bought products with their smartphones

To find out how we can help you Brazilians via Internet or any other type of media, please contact us.

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3 Great Ways to Reach Brazilian Internet Users

Recently, we’ve written quite a bit about Brazil’s spiking online ad spend. We know that online grew 19% in ad spend in 2011 and that it makes up 10% of the country’s overall ad spend. But the challenge for media, advertising and marketing professionals is where to direct those online ad funds.

Several recent studies we’ve reviewed, including comScore’s 2012 Brazil Digital Future in Focus, offer some ideas for concentrating online ad buys.

#1 ONLINE VIDEO A quick look at the numbers shows how hot this category is. First, Brazil’s online video audience is the biggest in Latin America—42.9 billion. It grew by 19% in 2011. Brazilians watched a total of 4.7 billion online videos in 2011, 74% more than in 2010. Besides overall volume, individual volume of online videos watched is also high in Brazil: each viewer watched an average of 109 in 2011.

According to comScore, Google Sites—owner of YouTube—is the #1 site for Brazilian online video viewers. That’s not surprising, considering that YouTube recently reported that Brazil is its #6 market in the world, that it reaches 79% of the country’s Internet users and that its views from Brazilians grew 67% last year.

Several other sources also point to the heavy popularity of online video in Brazil. A 2011 survey of 6,500 consumers in 7 countries done by Accenture showed that 89% of Brazilians reported that they watch online videos. This was more than people in the United States (80%) or the United Kingdom (75%). And in another 2011 survey, this one from Forrester, 86% of Brazilians said that they watch online videos.

Beyond the strong viewership, it’s important to note that currently, ads take up less than 2% of the time spent watching online videos—compared to 25% of the time spent watching TV. As such, advertisers can stand out more while getting better segmentation and highly accurate audience measurement. These advantages and the strong market for online videos in Brazil and Latam led us to launch Jumba Video Network last year. It brings together top video sites for targeting all of Latin America, specific markets like Brazil and allows for a wide range of segmentation options.

#2 SOCIAL MEDIA AND BLOGS These seem like rather obvious ways to reach Brazilian Internet users, especially when you consider that 97% of them are on social networks. In addition, comScore recently reported that blogs have 96% reach among Brazilian Internet users—the country is #1 in the world in this regard and the audience for blogs grew 44% last year.

However, some studies suggest that there hasn’t been a huge rush of companies investing in social media campaigns in Brazil. For instance, a 2011 survey of 156 Brazilian companies by Orbium revealed that 42% of them had never done a social media campaign but were interested in doing so. In addition, nearly 10% of the Brazilian companies surveyed said they had no interest in conducting social media campaigns. Another study done by Forbes in partnership with Weber Shandwick showed a similar reserve from Brazilian executives when it comes to social media: 41% said that the risks of investing in social media are greater than the gains.

Despite this, Facebook clearly seems to offer powerful potential in Brazil, growing by 192% in 2011. Visitors averaged 4.8 hours on Facebook in December 2011, 667% more time than in December 2010. Blogging site Tumblr also grew enormously in Brazil in 2011, going up in visitors by 206%. Other hot social sites in the country include LinkedIn (79% growth), Slideshare (65%) and Twitter (40%). Finally, Brazil is the fourth largest market for Google Plus in the world, just behind France.

#3 NEWS/INFORMATION SITES In a November 2011 presentation at MediaOn 2011, Alex Banks, comScore’s Executive Director, was quoted as saying that Brazil is the #2 consumer of online news in the world. More recently, in February 2012 Brazil dropped to #4 in consumption of online news. That said, the fact that it ranks among the top 5 markets in the world in this category—not far behind the United States, Sweden and South Korea—clearly indicates that news sites are a very effective means of reaching Brazilian Internet users. This category posted impressive gains in 2011, growing by 39% in visitors. According to comScore, the average Brazilian visitor to a news site spends 33 minutes a month consuming news, viewing an average of 37 pages of content. The top-ranked news sources for Brazilian Internet users are Globo Noticias, UOL Noticias-Folha, Terra News, Yahoo! News and Estadao.

However, it’s important to note that the previous figures are for general news. When it comes to other types of news, other sites do well. For example, Brazilian portal iG consistently ranks in the top 5 for financial, technology and health news.

Despite this distinction, what’s clear is that news/information is another important category to consider when setting up an online campaign that’s targeting Brazilians.

To find out how we can help you reach Brazil via online video, news, social media or other digital options, please contact us at info@usmediaconsulting.com.

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In Brazil, Online Media’s Ad Share Will Double in 2011

In July, IAB Brazil reported that online will make up 10% of Brazil’s total ad spend this year, a jump of more than double compared to 2010, when it was 4.2%.  The projection is based on research from the group’s 132 members, which are mostly full-service agencies.

What’s spurring the shift in ad dollars is online’s increasing viability for reaching Brazilian consumers. At 37%, Internet penetration in Brazil may be low compared to other countries, but there are 73 million users to reach—it’s the biggest online market in Latin America, followed by Mexico. And projections say this number will grow by 18% a year through 2016. Brazilian Internet users also spend an average of 24 hours a month online—much more than users in Italy and India and just behind France.

Follow the money
A recent study by comScore offers some hints as to where marketers and media buyers may be directing this doubled investment in online ads:
• Search: 86% of Brazilian users go online to search
• Social networks: 85% of users go online to connect with friends on Orkrut or Facebook. Orkrut is still the top social media site, but Facebook grew by 258% between 2009 and 2010 in Brazil. Brazil also ranks #2 among the top Twitter markets.
• Blogs and email: 71% and 75%, respectively, of Brazilian Internet users go online to read blogs or email
• Retail: 70% of Brazilian users go online to shop, with top sites including Mercado Libre, Lojas Americanas and BuscaPe

Other Top Activities for Brazilians on the Internet
• Obtain technology info: 60%
• Download software: 59%
• Read news: 59%
• Play games: 53%

Hot New Online Categories in Brazil
• Travel: grew by 49% in 2010
• Automotive: grew by 32% in 2010
• Group-buying sites: 50% growth among top sites like cluburbano.com.br and peixeurbano.com.br in 2010
• Online banking: grew by 25% in 2010

Leveraging the Market
We can help you hit key segments in the Brazilian online market with a variety of media that we represent exclusively, including:

iG. This portal is practically one-stop shopping in reaching Brazil’s overall online market and segments. 

  • It ranks #7 in popularity overall, with 27.5 million unique visitors a month
  • iG’s music channel ranks #1 in its category, with 9 million unique visitors a month
  • Its tech channel is also #1 in its category, drawing 4 million uniques a month
  • Its financial news channel draws 1 million uniques and is #2 in the category

CNET: It ranks #6 in popularity among tech sites in Brazil, with 1.3 million uniques a month

Last.fm: Ranking #8 among music sites, it draws 1.2 million uniques a month

Gamespot: It’s #5 in the gaming category in Brazil, drawing 801,000 uniques a month.

Wall Street Journal: Ranking #12 in financial news, it draws 87,000 uniques a month, mostly C-suite executives

To learn more about how we can help you reach Brazil via online or other media, contact us at info@usmediaconsulting.com.

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