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April 2013 data from comScore showed Facebook as the leading publisher of display advertising in Brazil, with close to five times more impressions than the two closest competitors UOL and globo.com, both hugely popular web portals among internet users in Brazil and belonging to two of the largest media groups in Latin America. It is worth noting that all other publishers in comScore’s list, with the exception of Google, include domestic web portals that are also quite popular.
Facebook also led the competition in terms of the number of unique visitors who were exposed to ads, though not by nearly as wide a margin.
In a country where, according to eMarketer estimates, 79% of internet users will use social networks this year, and 88.1% of that group will use Facebook specifically, Facebook’s display advertisements can reach and influence a significant number of Brazi’s online consumers.
An April 2013 study from Ipsos OTX and Ipsos Global @dvisor showed that 69% of internet users in Brazil had purchased a product or service based on an ad they saw on social media, a higher share than in both Mexico and Argentina, two neighboring countries with similarly high social network penetration rates.
When comparing Brazil to other countries around the world, Ipsos also found that internet users in Brazil were more likely to make a purchase based on a social network ad, compared to their counterparts in the Asia-Pacific region and Europe.
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