Online Ads in Brazil Rise in Step with Time Spent Online

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The FINANCIAL — The growing number of internet users in Brazil and the increasing time they spend online continues to attract investment in online advertising.


According to January 2012 statistics from IBOPE Nielsen Online, Nielsen’s local subsidiary in the country, the number of advertisers in Brazil using online display ads increased nearly 40% year over year.


eMarketer estimated internet users in Brazil at 79.3 million in 2011 and forecast users to hit 86.4 million in 2012, an increase of 8.9%. Total users will reach 103 million in 2016, a compound annual growth rate of 5.37% during the forecast period.


The February 2012 release from IBOPE Nielsen estimated that Brazil’s 47.5 million active internet users spent more than an average of 49 hours browsing the web in January 2012. All of that time spent online translated to a dramatic increase in the number of display ads seen by users in the country.

According to the firm, the total number of banner ads displayed increased by 69% year over year, while the total number of online campaigns grew by a comparatively modest 39%.

IBOPE reported in January that online ad spending jumped 70.6% in 2011, largely due to search spending being counted for the first time. If this January’s display figures are maintained for the full year, expect a similar growth rate for 2012, as advertisers in Brazil continue to pursue consumers online.



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