State of Online Advertising in Brazil

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1 EDITED FOR CIRCULATION State of Online Advertising in Brazil A look in to Ad Metrix & campaign validation Alexander Banks May 2012 Managing Director, Brazil

2 comscore is a Global Leader in Measuring the Rapidly Evolving Digital World, Blanketing the Globe with a Local Presence NASDAQ Clients SCOR Employees 900+ Headquarters Global Coverage worldwide Reston, VA 170+ countries under measurement; 44 markets reported Local Presence 32 locations in 23 countries 2 V1011

3 Comprehensive Suite of Products, Services and Capabilities in Brazil Online Audience Measurement & Rankings Online Advertising Rankings, Competitive Placement & Digital Creatives Custom Market Research & Strategic Briefings Web Analytics Media Planning & Analysis Audience Delivery/Exposure Verification & GRPs Creative, Concept & Website Pre-testing Brand Tracking/Awareness Surveys E-commerce & Online Payments Share Social Media & Video Measurement Insights on Mobile & Connected Devices Mobile Carrier Network Optimization & Customer Analytics ISP Market Share & Speed-testing 3 V1011

4 A Quick Look at the Top Properties in Brazil In April 2012, the Brazilian online audience (6+, home & work) reached almost 52M with the total online population now estimated at almost 85M. Brazil is now the 7 th largest online audience in the world considering 15+, home & work, behind CH, US, JA, IN, RU e DE. The IAB Brazil estimates that during 2011 almost R$1.5B was spent on display campaigns in Brazil, up almost 20% from the previous year. 4

5 OVERVIEW comscore Ad Metrix Ad Metrix is a powerful competitive intelligence tool that allows agencies, advertisers & publishers to quantify and evaluate the overall display advertising landscape. The Ad Metrix service is only available for some of the largest markets in the digital world: USA, UK, France, Germany etc. 5

6 The Basics Ad Metrix processes more than 17 million unique images a month 95,000+ products and advertisers are coded out in the Product Dictionary 4-level dictionary hierarchy 3-level category hierarchy Separate from the Media Metrix publisher dictionary Ad Metrix only measures display advertising (no video or search) House ads and small ads (< 2,500 pixels) are excluded by default Reported universe is the same as Media Metrix (6+, home & work) Can do multiple-month aggregation and trending Up to 15 months for Ad Metrix Publisher Up to 24 months for Ad Metrix Advertiser Can display and export all creatives 6

7 Ad Metrix Social 7

8 What are Social Ads? Socially Enabled Ad Socially Published Ad Encourage brand engagement through social media Advertise through social media such as Facebook All Social ads seek to drive brand awareness and interaction 8

9 What is Ad Metrix Social? Syndicated data on advertising related to social media Socially published ads (ads published by a site in the MMX Social Networking category) Socially enabled ads (ads anywhere that redirect users to a site in the MMX Social Networking category) Socially enabled ad Facebook ad (i.e. socially published ad) Ad Metrix Social Measures Socially enabled Impressions Socially published Impressions Social Creative Social Ad Spend % composition socially enabled impressions % composition socially published impressions Composition Index (socially enabled) Composition Index (socially published) 9

10 A Closer Look in to Ad Metrix Brazil March

11 Quick Reports to Make Life Easy 11

12 Top Advertisers Overall 12

13 Top Creatives for Top Advertisers 13

14 Top Creatives for Top Advertisers 14

15 Top Creatives for Top Advertisers 15

16 Microsoft was Estadao s Top Advertiser in March 16

17 Top Creatives for Top Advertisers 17

18 Top Creatives for Top Advertisers 18

19 Quick Reports to Make Life Easy 19

20 Netflix Advertisements Top Publishers Overall 20

21 Netflix: A Story of Results 21

22 Top Publishers Overall Facebook s share in US and UK in March 2012 was 25.7% and 27.9%, respectively 22

23 A Look at the Top-Line Consumer Goods Industry 23

24 TRESemme Invested Heavily Online during March 24

25 In Support of Social Media Presence too 25

26 KEY BENEFITS Ad Metrix Why would a publisher use it? Identify which companies advertise with competitors but not with you Understand how well you perform relative to your competition in capturing share of an advertiser s overall online spend Learn how your site performs relative to your competition on key advertising metrics, such as ad clutter, exposed unique visitors, demographics and more Why would advertisers and their agencies use it? Learn where and how much your competitors are advertising online Gain insight into the actual display ads & creative messages used in competitors campaigns down to the product level Evaluate advertising strategies especially those related to social media 26

27 The Digital GRP (validated Campaign Essentials) 27

28 Validated impressions and Validated R/F Audience demographics Audience behavioral segments In-flight campaign alerts In-flight brand safety enforcement Together, these insights enable more accurate ROI measurement 28

29 People-based Measurement Approach to Validate Audience Delivery Why is people-based measurement so important when validating audience delivery? Cookie Deletion Multi-User Computers 29

30 Massive Global Market Adoption 2,600+ Studies for 120 advertisers / agencies in 28 countries North America Europe Asia Pacific Allstate 30 Not an exhaustive list. Includes advertisers currently working with comscore vce who have agreed to be named publicly.

31 Advertiser Guarantees The comscore vce technology provides much-needed transparency to accurately reflect the ads that are actually being seen. This knowledge is essential in proving that our highly engaging content delivers a higher percentage of validated impressions and that they are delivering outstanding performance for our advertiser clients. Bruce Rogers, Chief Insights Officer, Forbes Media As one of the top advertisers in Germany it is vitally important to justify our digital ad spend. comscore vce enables the justification and also makes it possible to compare spend across channels. Stephanie Koenig, Brand Manager, Telefónica Germany 31 Source: comscore Press Release,Mar19, 2012

32 Measure Your Campaigns Daily in the comscore vce Interface 32

33 For More Information Visit and watch videos featuring industry leaders discussing the importance of vce and the vgrp metric as well as the Making Measurement Make Sense (3MS) initiative Download the comscore vgrp Charter Study white paper at Contact the comscore Brazil office today for a free copy 33