| Facebook Ranks as Top Display Ad Publisher and Netshoes Ranks as Top Advertiser in December |
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09/02/2012 03:37 (105 Day 01:23 minutes ago) | |||||
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The FINANCIAL -- comScore, one of a leader in measuring the digital world, announced the launch of comScore Ad Metrix in Brazil.
The breakthrough service offers advertisers, agencies and publishers comprehensive insights into where display ad impressions appear online, the demographic composition of the audiences reached, along with traditional advertising metrics such as reach/frequency and GRPs.
According to comScore, in December 2011, 62.9 billion display ad impressions were delivered online in Brazil, reaching 50.8 million Internet users. Results from the study found that Facebook.com ranked as the top display ad publisher during the month, accounting for 17.4 percent of total display ad impressions, while Netshoes.com.br led as the top advertiser with 2.5 billion display ad impressions.
comScore Ad Metrix provides actionable insights for advertisers and agencies to optimize display ad campaigns, while supplying publishers with important third-party validation to support ad sales efforts. Facebook.com ranked as the top display ad publisher in Brazil during the month of December with 11 billion display ad impressions (17.4 percent market share) reaching 33.1 million people online. Globo ranked second serving nearly 8.9 billion display ads (14.1 percent share), followed by UOL with 7.7 billion display ads (12.2 percent share) and Terra – Telefonica with 7.2 billion ad impressions (11.4 percent share).
The ranking of the top 10 display advertisers features brands from a variety of advertiser categories. Brazilian retailer Netshoes.com.br was the leading online advertiser in December with 2.5 billion ad impressions (3.9 percent market share) reaching 38.4 million people. Dafiti.com.br followed with 1.5 billion display ad impressions (2.4 percent market share), while Telefonica Group delivered 895.2 million display ad impressions (1.4 percent share), led by its Vivo brand which accounted for 87 percent of the advertiser’s total display ad impressions.
A key component of comScore Ad Metrix is visibility into the growing market of socially-published and socially-enabled ads. Socially-published ads refer to any brand’s display ads that appear on social networking sites, such as Facebook or Orkut. Socially-enabled ads are IAB standard display ads that click through to Facebook or other social networking sites. Increasingly, brands are utilizing these social calls-to-action in their display ad campaigns as a means of bolstering their social media presence.
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