Shoes and clothing are leading display ad categories
eMarketer forecasts that digital ad spending in Brazil will grow 20% this year to reach $2.49 billion, a drop from the 40% expansion seen in 2012. However, the 2014 FIFA World Cup should prompt another major bump in spending next year, with digital ad outlays expected to reach $3.19 billion in 2014, or 14.1% of total media ad spending in Brazil. Growth should remain robust even past the 2016 Summer Olympics, when digital ad spending in Brazil will have almost doubled compared to 2013 levels.
In April 2013, comScore ranked Dafiti, a leading online retailer for clothing and accessories, the top advertiser in Brazil in terms of online display ad impressions. Another online retailer, sports-focused Netshoes, came in third. This comes as no surprise given Brazil’s burgeoning online fashion market. Breaking the ecommerce pattern was Neflix, in second place by number of display ad impressions, another sign of the tremendous growth of online video and video-on-demand viewing in the country.
When it comes to top display publishers, Facebook took the lead with almost 40% of display ad impressions in Brazil, suggesting a social inclination among online advertisers in the country. The popular UOL web portal came in as second-place publisher-of-choice, with 9.1% of display ad impressions. globo.com, another high-traffic web portal, followed in third place with 8.9% of impressions.
When cross-checking advertisers and publishers, Dafiti and Netshoes followed the general trend, with 59.8% and 41.2% of impressions, respectively, coming through Facebook. Netflix, on the other hand, had almost a quarter of its display ad impressions published on the Telefonica-owned Terra web portal, followed by 22.1% on UOL, and only 12.9% on Facebook.
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