Tag Archives: Brazil Internet

Brazil Internet 100 million

Brazil Reaches 100 Million Internet Users

According to recent figures released by IBOPE, there are now 102.3 million Internet users in Brazil. This is a significant increase from earlier in the year, in which IBOPE indicated that Brazil had 94 million Internet users.

This figure conflicts with that of comScore, which puts the number of Internet users in Brazil at around 89 million. The reason for this is that IBOPE counts young Internet users aged 2 to 15, while comScore tends to count users from age 15 on up.

While some may argue that IBOPE’s figure doesn’t accurately reflect the Internet market in Brazil (after all, how many 2 year-olds actually go online?), it’s interesting that the 102 million is not that far from the 89 million indicated by comScore. It’s also interesting that IBOPE is noting 9% growth in Brazil’s Internet users since the beginning of 2013. When you combine these figures with recent projections from Ericcson that there will be 350 million mobile subscriptions in Brazil by 2018, it’s clear that in just a few years, this 102 million figure won’t seem like all that much. The challenge, of course, will be how to reach this exponentially growing market of Brazilian Internet users, and for that it’s key to understand the tendencies among key segments, the preferences of the average Internet user and more efficient targeting via programmatic buying.

To find out how we can help you reach Brazilians via media campaigns of all types, please contact us.

brazil travelers online

Millions of Brazilians Use the Internet to Plan Travel

More than ever before, Brazilians are using the Internet to plan and book their travel. Recent research from comScore’s Media Metrix Service shows that 16.5 million Brazilians visited travel sites in July 2012. This is an 18% increase compared to 2011. Here’s a look at the top 10 travel sites that Brazilian Internet users are visiting, organized by amount of unique visitors during July 2012:

  1. Hotelurbano.com.br                       3.1 million
  2. Decolar.com                                     2.3 million
  3. TAM.com.br                                     2.2 million
  4. Voegol.com.br                                 1.9 million
  5. Submarinoviagens.com.nr            1.6 million
  6. Mundi.com.br                                  1.1 million
  7. Viajanet.com.br                              1.1 million
  8. Booking.com                                   1 million
  9. CVC.com.br                                     823,000
  10. Tripadvisor.com.br                        780,000

Who These Brazilian Travelers Are
Visitors to Brazilian travel sites are 50.6% male and 49.4% female. However, 1 in 3 visitors to Brazilian travel sites are between 25 and 34, making this the largest age group. Overall, the visitors tend to be younger: 73% are between 15 and 44.

In terms of geotargeting a campaign, Sao Paulo would be a good choice: 32% of visitors to Brazilian travel sites are from that city. Around 13% of the visitors are from Rio, 7.3% are from Minas de Gerais and Paraná, 6% are from Rio Grande do Sul and 4.5% are from Catarina.

Where They Are Going
While comScore didn’t report on popular destinations for Brazilian travelers, other sources have. The United States Commerce department projects that 1.5 million Brazilians will visit the United States during 2012 and that amount will increase to 2.5 million by 2016. In 2011, Brazil sent more tourists to Argentina than any other country. In terms of specific cities that Brazilian travelers visit, a study from Hotel Price Index showed that Orlando is #1, New York is #2 and Buenos Aires is #4. Also in the top 10 were Miami, Las Vegas and Paris.

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.

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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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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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brazil ad media main

Brazil’s Hottest Advertising Media

For years, the story from Brazil has been about explosive growth, and 2011 was no different, especially when it came to media. We took a look at a couple of top sources to get a sense of that growth.
Here’s where the media money went, who provided it, how much different media are growing and which media brands in Brazil are the most popular.


Major Money in Media

IBOPE reports that in 2011, total ad spend in Brazil went up 16% to top 88.3 billion reales (US$51 billion). This was less than Brazil’s 19% growth in ad spend in 2010 but still significant.


Online Heats Up Hugely

Both IBOPE and IAB Brasil report that 5.3 billion reales (US$3 billion) was the total ad spend for online in 2011. That’s a huge 69% increase compared to 2010, during which advertisers spent 3.1 billion reales for online advertising. According to IAB Brasil, in 2011 online made up 10% of Brazil’s overall ad spend. Internet ads are also split down the middle in terms of type: 50% of Brazil’s 2011 online ad spend went to search and the other 50% was for display. All of this money moving has clearly attracted big Internet brands to Brazil. LinkedIn opened an office there in September 2011, joining Netflix, Google, Facebook and Yahoo, which are competing with native Brazilian online brands like UOL, iG and Globo.com.


TV Still Looks Good

Not surprisingly, free TV remains the top medium in Brazil in terms of ad spend. IBOPE’s numbers say it commands 53% of the total spend, while pay TV got around 7.2 percent. Big numbers, but slightly less than in previous years. For example, GroupM reported that TV received 64.6% of total ad spend in Brazil in 2010. The lower numbers for 2011 are due to online’s rise and print’s strength in Brazil.


Print Still Has Plenty of Power

IBOPE reported that newspapers brought in 17 billion reales (US$9.8 billion) in 2011 and were #2 in ad spend in Brazil. As a category, Brazilian magazines were slightly behind pay TV in ad spend, with 7.2 billion reales (US$4 billion).
In addition, the Instituto Verificador de Circulação or IVC—which tracks print circulation and revenue in the country—reports that Brazilian newspapers gained 3.5% in circulation in 2011.
Brazilian magazine also broke records in 2011. The IVC reported that the average circulation for magazines in Brazil reached 13,735,919 copies between June 2010 and June 2011, a record amount and a 5% increase compared to the previous period studied, June 2009 to June 2010. The top-selling newspaper in Brasil in 2011 was Super Notícia, a tabloid-style paper which sold 300,000 copies a day. In second place was Folha, with 297,000 copies sold daily.


Best-Liked Brands
Recently, Troiano Consultoria de Marca collaborated with Meio&Mensagem to survey Brazilians about the media brands they most admire. Here’s a quick breakdown:

  • Free TV network: TV Globo
  • Pay TV channel: GNT, which is from the Globosat cable network
  • Magazine: Veja
  • Radio network: CBN
  • Internet portal: Google


Top Advertisers

According to IBOPE, the 5 biggest advertisers in Brazil in 2011 were:

  • Casas Bahia—3.3 billion reales
  • Unilever Brasil—2.6 billion reales
  • Ambev—1.3 billion reales
  • Reckitt Beckiser—1.1 billion reales
  • Hyundai Caoa—1.0 billion reales

Among the other big spenders in Brazil in 2011 were Fiat, Petrobras, Volkswagen, General Motors and Ford.

To find out how we can help you reach the Brazilian market with an innovative media campaign, please contact us at info@usmediaconsulting.com.

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