the digital year in review & predictions for the year ahead · source: comscore, inc., media...
TRANSCRIPT
© comScore, Inc. Proprietary.
The Digital Year in Review & Predictions for the year ahead
Alex Banks, VP Latin America & Diretor Brasil
@comScoreBR www.comscore.com www.facebook.com/comscoreinc
© comScore, Inc. Proprietary. 2
Executive Summary
With Multi-Platform consumption becoming increasingly
mainstream, the digital ecosystem continues to adapt
to match new behaviors.
The options for consumers to engage with digital
content have never been so diverse, with a multitude of
platforms, manufacturers, operating systems all offering
access to diverse content forms, increasingly including
video and applications.
These changes in the world of ‘digital’, are increasingly
driving change for multiple industries and to other
media.
Introduction #FutureinFocus
This report examines how the latest trends in
Desktop, Mobile and Video consumption, as well
as display advertising are shaping the Brazilian
digital marketplace and what it means for the
year ahead, as comScore helps bring the digital
future in focus.
FOR FURTHER INFORMATION, PLEASE CONTACT:
General Inquiry:
Press:
© comScore, Inc. Proprietary. 3
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Table of Contents Table of Contents
© comScore, Inc. Proprietary. 4
© comScore, Inc. Proprietary. 5
THE ONLY LATIN AMERICAN COUNTRY BETWEEN THE BIGGEST AUDIENCES
ACROSS THE GLOBE Brazilian users rank highly in time and page consumption metrics, when compared against users from other
nations.
STILL A LARGE PLATFORM, BUT WITH LESS ENGAGEMENT COMPARED WITH
THE PREVIOUS YEAR Whilst desktop users and usage have remained relatively flat YOY, but growth of mobile brought a decline
on time and page consumption. Younger users still account for a large share of Desktop users.
CRUCIAL FOR MANY CATEGORIES Key content categories still reach more than 60% of desktop users, demonstrating continued relevance for a
multitude of tasks and content consumption.
Desktop usage in Brazil is
© comScore, Inc. Proprietary. 6 *Ranking in table is based on Average Monthly Unique Visitors in March 2015 for selected geographies
Source: comScore, Inc., Media Metrix, WW, Home & Work, Persons: 15+, March 2015
Brazilian users once again among world’s most engaged
Desktop Audiences and Engagement
Geography Average Monthly
Unique Visitors (000)
Average Monthly
Minutes per Visit
Average Monthly
Minutes per Page
Average Monthly
Visits per Visitor
Worldwide 1,824,894 24.5 0.70 54
China 478,506 21.3 0.60 54
United States 201,604 25.8 0.72 84
India 81,792 23.9 0.74 26
Japan 73,656 25.2 0.63 44
Russian Federation 68,124 26.4 0.52 73
Brazil 62,990 29.5 0.80 59
Germany 51,835 24.4 0.59 69
United Kingdom 39,605 26.6 0.70 75
France 37,011 23.5 0.58 79
Turkey 28,134 29.9 0.61 72
6st 1st 7th 2nd
© comScore, Inc. Proprietary. 7
midwest
9.9%
Northeast
15.9% Southeast
49.7% South
20.2%
North
4.2%
17% 22.4% 23.2% 20.9%
11.6% 4.9%
Under 15 15-24 25-34 35-44 45-54 55+
Source: comScore, Inc., Media Metrix, BR, Home & Work, Persons:6+, Mar. 2015
2%
14%
22%
32%
31% HH Size:1 HH Size:2
HH Size:3 HH Size:4
HH Size:5+
50.5% 49.5% Brazilian online
demographics show
more than half of
the population is
under age 35, and
less than 1/3rd
reside in a house
with less than 2
people
<
© comScore, Inc. Proprietary. 8 Source: comScore, Inc., Media Metrix, BR, Home & Work, Persons:6+, March 2014 vs. March 2015
1,678 1,530
Average Minutes per Visitor
2,292
1,909
Average Pages per Visitor
Mar-14 Mar-15
Desktop Internet Engagement
See page 35 for how Multi-Platform is adding
new digital time
-8.9% -17%
Engagement on
desktop has
dropped, which
shows the
migration to
mobile usage.
© comScore, Inc. Proprietary. 9
% Reach
98%
97%
93%
90%
88%
83%
81%
74%
74%
63%
Top Content Areas by Unique Visitors (000) and % Reach
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000
Technology
Retail
News/Information
Directories/Resources
Promotional Servers
Social Media
Search/Navigation
Entertainment
Portals
Services
Total Unique Visitors (000)
Source: comScore, Inc., Media Metrix, BR, Home & Work, Persons:6+, Monthly March 2015
Broad usage
means many Top
content
categories still
reach over 60%
of Brazilian
desktop users.
© comScore, Inc. Proprietary. 10
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MORE COMMON AND ENGAGED THAN IN THE REGION
In both average time and overall penetration amongst the digital population, Brazilians rank higher than
the other countries in Latin America.
SPREAD THROUGH A LARGE NUMBER OF CONTENT CATEGORIES
As more and more content publishers unlock the benefits of video’s engaged audiences, these users
engage across more diverse categories.
VIDEO ADS ARE GETTING MORE ENGAGEMNT
With a lot of opportunities across different types of content, Brazilians are spending more time watching
the video ads when compared to previous months.
Digital Video consumption in Brazil is
© comScore, Inc. Proprietary. 12
Video consumers in Brazil are becoming more engaged
Source: comScore, Inc., Video Metrix, BR, Home & Work, Persons: 6+, Oct 2014 – Jan 2015
5.5
5.6
5.9
5.7
6.0
5.9
Oct-2014 Nov-2014 Dec-2014 Jan-2015 Feb-2015 Mar-2015
Videos per Visit
+7%
since October 2014
© comScore, Inc. Proprietary. 13 Source: comScore, Inc., Video Metrix, BR & Latin America , Home & Work, Persons: 6+, March 2015
702
521
Brazil Latin America
Minutes per Viewer
36% 34%
Brazil Latin America
% Reach Total Population
Brazilians are more engaged than the online viewers in the
Region
Brazilians spend 3
more hours
watching online
videos than the
others Latin
America countries
© comScore, Inc. Proprietary. 14 Source: comScore, Inc., Video Metrix, BR, Home & Work, Persons: 6+, 6 months Aggregate (October 2014 – March 2015)
Content Reach in Brazil
Large audiences
in varied content
categories offer
multiple context-
rich advertising
opportunities with
engaged users.
93%
92%
89%
76%
48%
40%
30%
20%
18%
16%
Entertainment
Multimedia
Social Midia
Social Networking
Portals
Music
Services
TV
News/Information
General news
© comScore, Inc. Proprietary. 15
Video Ads Are Generating More Engagement
The digital ads
gained 18% more
watched minutes
per viewer during
the past 6 months 9.2
10.9
Minutes per Viewer
14-Oct
15-Mar
+18%
Source: comScore, Inc., Video Metrix, BR, Home & Work, Persons: 6+, October 2014 – March 2015
© comScore, Inc. Proprietary. 16
© comScore, Inc. Proprietary. 17
EXCLUSIVE MOBILE USERS ARE GROWING RAPIDLY
Overall numbers of users accessing digital content exclusively from mobile devices continues to grow,
as does Smartphones’ share of the devices.
PERFORMING A DIVERSE RANGE OF ROLES
Adding incremental reach in different key categories in Brazil, mobile devices are playing a growing role
in the digital Brazilian behavior .
CRUCIAL IN THE WIDER MEDIA MIX
For a few categories, smartphones and tablets are already responsible for the biggest percentage of
share in the total access. For other ones, mobile is a tremendous percentage of unique visitors,
representing a huge opportunity for media sellers and buyers.
Mobile usage in Brazil is
© comScore, Inc. Proprietary. 18
Mobile Users (000) in Brazil
Source: comScore, Inc., Mobile Metrix, BR, Persons: 18+, Oct 2014 vs.Mar 2015
36,257 38,846
Oct-2014 Mar-2015
+7%
Mobile internet
users grew by
7% in Brazil
during the last 6
months to more
than 39 million.
© comScore, Inc. Proprietary. 19
86% 87%
14% 13%
Smartphone Tablet
Browser
Apps
Source: comScore, Inc., Mobile Metrix, BR, Persons 18+, Monthly Q1 Mar. 2015
Almost 90% of
digital time on
both tablet and
smartphones is
spent on
browser.
Percentage of Time Spent on Mobile App vs. Browser
© comScore, Inc. Proprietary. 20 Source: comScore, Inc., Media Metrix Multi-Platform, BR, Persons 6+, 18+, March 2015
36%
41%
43%
51%
54%
63%
66%
66%
69%
69%
64%
59%
57%
49%
46%
37%
34%
34%
31%
31%
Family & Parenting
e-cards
Job Search
Weather
Career Resources
Family & Youth
Beauty/Fashion/Style
Politics
TV
Kids
Desktop Mobile
Share of time
reflects evolving
usage of certain
categories, with
implications for
advertising and
content.
Share of Content Category Time Spent by Platform
© comScore, Inc. Proprietary. 21
Incremental Reach on Top Exclusive Mobile Access
Categories
Source: comScore, Inc., Media Metrix Multi-Platform, BR, Persons 6+, 18+, March 2015
Even high-reach
categories gain
at least 13% in
incremental
reach by taking
mobile into
account.
0 20 40 60 80 100
News/Information
Directories/Resources
Lifestyles
General News
Social Media
Entertainment
Total de Visitantes Únicos (MM)
Total Pop Digital UVs (MM) Desktop UVs (MM)
© comScore, Inc. Proprietary. 22
© comScore, Inc. Proprietary. 23
APPROACHING A MAJORITY
Many countries across the world have a ‘Multi-Platform majority’, with more than 50% of the online
population accessing digital content via both desktop and a mobile device in a month. Brazil is on the
verge of joining these countries.
DELIVERING ADDITIONAL DIGITAL TIME
From a holistic view, time is spent equally between traditional desktop and mobile devices.
DRAMATICALLY DIFFERENT ACROSS PUBLISHERS / CATEGORIES
Understanding how and why users engage with specific media on specific platforms provides crucial
insight for marketers as well as content owners seeking to develop audiences
Multi-Platform usage in Brazil is
© comScore, Inc. Proprietary. 24
The Total Digital Population in Q1 2015 was 84.6MM
Desktop Audience Video Audience Mobile Audience
75.6 MM Brazilians are reached
online from their desktop
65.6 MM Brazilians are reached
online via desktop videos
38.3 MM Brazilians are reached
online via smartphones
and tablets (8.7 MM are
Exclusive Mobile UV)
Source: comScore, Inc., Media Metrix Multi-Platform, Media Metrix, Video Metrix, Mobile Metrix, BR, Persons 6+,18+, Q1 2015
Total Digital Population is the unduplicated reach across Desktop, Video and Mobile Audiences
© comScore, Inc. Proprietary. 25
The Multi-Platform Consumption View is Now Crucial
Fonte: comScore Media Metrix Multi-Plataform, Janeiro de 2015
75% United
Kingdon
77% Spain
72% USA
57% Canada
45% Brazil
28% Russia
Following the key
markets globally,
Brazil counts with
almost 50% of the
online population
accessing digital
content via both
desktop and a
mobile.
65% Germany
© comScore, Inc. Proprietary. 26
75,635 84,416
Desktop Total Digital Pop
Unique Visitors/Viewers (000)
+11%
The Total Audience in Brazil was increased by Mobile Usage
Source: comScore Inc. Media Metrix Multi-Platform, BR, Persons6+, 18+, Monthly Q1 Avg. 2015
128,846 134,345
Desktop Total Digital PopAxis Title
Total Minutes (MM)
+4%
© comScore, Inc. Proprietary. 27
Android Phone Responds for More than 70% of The Total
Mobile Access in Brazil
Source: comScore, Inc., Media Metrix Multi-Platform, BR, Persons 6+, 18+, Q1 2015 Average
15%
72%
8%
5%
% Time Spent on Mobile
Iphone Android Phone iPad Android Tablet
0.8
1.1
Average Minutes per View
Desktop Mobile
© comScore, Inc. Proprietary. 28
Mobile-only Unique Visitors Increase
47,066 46,098
28,576 29,537
8,187 8,781
Q42014 Q1 2015
Desktop-only UV Multi Platform UV Mobile-only UV
Source: comScore, Inc., Media Metrix Multi-Platform, BR, Persons 6+, 18+, Q1 2015 Average vs Q4 2014 Average
+7%
Persons accessing
digital content
exclusively on
mobile have
increased by 7%
as some users no
longer rely on
desktop in a month.
+3%
-2%
© comScore, Inc. Proprietary. 29
© comScore, Inc. Proprietary. 30
DOMINATED BY NON STANDARD-SIZED, STATIC ADS
With creative new ad formats and flash growth, the majority of ad revenue is delivered through non
standard sized, static units.
LED BY PORTALS & SOCIAL MEDIA PUBLISHERS
Many industries enjoy significant digital spend, with advertisers split across many categories. Spending
on publishers is heavily weighted to social, although significant amongst many other categories.
THE INVESTMENT IN MOBILE ADVERTISING IS A TREND
With growth on mobile usage, Brazilian market counted with 721 million reals spent on Mobile
advertiser during 2014.
Digital Advertising in Brazil is
© comScore, Inc. Proprietary. 31 Source: comScore, Inc., Ad Metrix, BR, Home & Work, Persons: 6+, Mont March 2015
Advertising Creative Summary by Size and Type
55% Non-Standard
37% Universal
Ad Package
8% Other Ad Units
1% Display Rising Star
More than half
of Brazilian
display ads are
Non-Standard
sizes and 69%
are standard
static types.
2% Rich Media Display
29% Flash
(Generic)
69% Standard
Static
1% Other Types
© comScore, Inc. Proprietary. 32
On Average, Brazil Delivered 66 Billion Impressions per
Month
Source: comScore, Inc., Ad Metrix, BR, Home & Work, Persons 6+, Q1 2015
Source: comScore, Inc., Ad Metrix, CA, US, UK, Home & Work, Persons 2+, Q1 2015
757,020,401
198,178,833
126,303,598 102,214,110
USA Brazil United Kingdon Canada
Total Display Ad Impressions (000)
Brazil ranks 2nd
in the world in
terms of total
impressions, only
behind the US
© comScore, Inc. Proprietary. 33
Top 10 Advertisers by Display Ad Impressions (000)
Source: comScore, Inc., Ad Metrix, BR, Home & Work, Persons 6+, 6months Aggregate (October 2014 – March 2015)
8,221,209
7,074,991
5,668,140
5,307,769
4,891,105
4,545,517
3,975,987
3,730,427
3,462,503
2,996,837
Netshoes Comércio Ltda.
MRV Engenharia e…
Dafiti
Globo Comunicação e…
Microsoft Corporation
Universo Online S.A.
B2W Inc.
Telefonica Group
Itau Unibanco Holding S.A.
Google Inc.
In the past 6
months, more than
458 billion display
ad impressions
were delivered in
Brazil.
© comScore, Inc. Proprietary. 34
*CPG = Consumer Goods (excluding Paper Products, Dairy and Pet Care)
Source: comScore, Inc., Ad Metrix, BR, Home & Work, Persons 6+, 6 months Aggregate 2014 (October 2014 – March 2015)
1%
2%
4%
6%
9%
11%
15%
49%
Frozen Foods
Babycare
Restaurants
Household & Cleaning Supplies
Food & Grocery
Beverages
Alcoholic Beverages
Health & Beauty
Share within CPG Category
CPG display
advertising is led by
Health & Beauty
sector, followed by
Alcoholic
Beverages.
Consumer Packaged Goods Advertising by Category
© comScore, Inc. Proprietary. 35
*Excluding Corporate Presence, Promotional Servers, Services
Source: comScore, Inc., Ad Metrix, BR, Home & Work, Persons 6+, 6 Months Aggregate (October 2014 – March 2015)
37%
35%
10%
8%
3%
2%
1%
1%
1%
1%
Portals
Social Media
Entertainment
News/Information
Sports
Lifestyles
Retail
Games
Search/Navigation
Directories/Resources
Portals and Social
Media sites
account for nearly
3 out of every 4
online display ads
delivered in Brazil.
by Share of 2014 Impressions
Top 10 Display Advertising Publisher Categories*
© comScore, Inc. Proprietary. 36
Total Digital Investment in Brasil in 2014
Souce: IAB Online Ad Spending
37% of the total
investment on
digital was on
Search and
Classifieds Websites
R$ 2,844,519,549.38
R$ 3,982,832,353.72
R$ 811,197,080.44
Display + Social Search + Classificados Video
37%
52%
11%
© comScore, Inc. Proprietary. 37
Brazil invested nearly 8 billion R$ in 2014
Souce: IAB Online Ad Spending
R$ 7,638,548,984
R$ 721,079,024
PC/Laptop Mobile*
Mobile represents
9,4% of the total
online ad spending
during 2014
© comScore, Inc. Proprietary. 38
comScore’s global two million person
panel is used in conjunction with census-
data to validate target audience delivery
=
Census Panel
A single ad tag is appended to every
creative to provide a complete view
of campaign delivery
comScore validated Campaign Essentials (vCE) helps advertisers
validate their digital campaigns across a number of variables
Audience
• Age
• Gender
• Household Income
• Household Size
• Behavioral Segments
In-View
Geography
Non-Brand Safe
Non-Human Traffic
© comScore, Inc. Proprietary. 39
© comScore, Inc. Proprietary. 40
MORE COMMON AND ENGAGED THAN IN THE REGION
In both average time and overall penetration amongst the digital population, Brazilians rank higher than
the other countries in Latin America.
FACEBOOK IS STILL RESPONSIBLE FOR THE BIGGEST SHARE OF UVS
Reaching 78% of the total unique users in Brazil, Facebook counts with more than 58 million monthly
UVs.
PHOTOS AND VIDEOS GENERATES DRIVE CONTENT PERFORMANCE
Responsible for 68% of the total type of posts on Facebook, posts that includes photos generates and
83% of engagement.
Social Media consumption in Brazil is
© comScore, Inc. Proprietary. 41
Brazil ranks first on time spent per visit on Social Media
Source: comScore, Inc., Media Metrix, WW, Home & Work, Persons: 15+, March 2015
60% more time
than the worldwide
average
21.2
20.1
17.7
17.6
16.7
16.2
15.5
15.4
15.2
15.2
Brazil
Philippines
Thailand
Colombia
Peru
Portugal
Mexico
Uruguay
Russian Federation
Argentina
Average Minutes per Visit
© comScore, Inc. Proprietary. 42 Source: comScore, Inc., Media Metrix, BR, Home & Work, Persons: 6+, October 2014 - March 2015
Social Media is the biggest category on Time Spend by
Brazilians
With monthly 9.7
hours per visitor,
Brazilians spend
650 hours on
social media, 290
hours more than
browsing on Portals
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000 Total Minutes (MM)
Social Media Portals Services Entertainment Retail
© comScore, Inc. Proprietary. 43 Source: comScore, Inc., Media Metrix, BR, Home & Work, Persons: 6+, Average Q1 2015
Facebook is still the top Social Network in Brazil
Reaching 78% of
the Total Internet,
Facebook ranks
first, followed by
Google +
58,778
10,672
9,986
9,052
6,131
FACEBOOK.COM
Google+
TWITTER.COM
TUMBLR.COM*
Total Unique Visitors (000)
© comScore, Inc. Proprietary. 44 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram. January 1, 2013 to December 31, 2014
Post Type in Brazil
Photos consistently
drive content
performance
across top pages
in Brasil in 2014,
but other post
types perform
differently
3%
26%
3%
68% % Type of Posts - Facebook
2% 11% 5%
83%
Brasil Pages
Status Link Video Photo
% Engagement Driven by These Posts -
© comScore, Inc. Proprietary. 45 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram. January 1, 2013 to December 31, 2014
How much is post type strategy affected by vertical?
engagement.
Photos dominate
post type for these
three top industries
in 2014.
Automotive also
uses Video posts
to successfully
drive.
66.0% 76.0%
39.0%
2.0% 10.0% 10.0%
2.0% 2.0% 9.0%
30.0%
13.0%
42.0%
0.0%
50.0%
100.0%
Media/News/Publishing Entertainment Sports
Photo Video Status Link
% POST
% ENGAGEMENT
79.0% 90.0% 86.0%
2.0% 4.0% 5.0% 1.0% 1.0% 2.0%
18.0% 5.0% 6.0%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Media/News/Publishing Entertainment Sports
© comScore, Inc. Proprietary. 46 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram. January 1, 2013 to December 31, 2014
What about Including Questions with Facebook Posts?
Including Questions in 2014 was a strategy that increased engagement, by engaging the
social audience to comment. 20% of the Top Ten posts for the year included questions, which
together brought in over 210K total actions.
24%
19%
76%
81%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Engagement
Posts
Includes Question Does Not Include Question
© comScore, Inc. Proprietary. 47 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram. January 1, 2013 to December 31, 2014
Brasil’s Top Content by Engagement on Facebook and Twitter in
2014
Likes Comments Shares
756,889 147,943 2,312,301
Retweets Favorites
28,074 15,212
Although the top post on Facebook for 2014 was a video post of kittens by radio station Vox90
with over 20M views, the top content across Facebook and Twitter that received the most
engagement were related to the World Cup.
© comScore, Inc. Proprietary. 48 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram. January 1, 2013 to December 31, 2014
Audience Engagement has Grown Since January 2014
0
50
100
150
200
250
300
350
400
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15
Th
ou
sa
nd
s
Total Actions Source: Shareablee, Jan 2014 – Apr 2015
Platform: Facebook, Twitter, Instagram Metrics: Total Likes, Total Comments, Total Shares, Total Retweets,Total Favorites
Facebook Twitter Instagram
+710%
+152%
+284%
© comScore, Inc. Proprietary. 49
Brazil: The growth of videos since January 2014
Fonte: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram. 1 de janeiro de 20134 a April de 2015
0
5
10
15
20
25
30
Th
ou
san
ds
Total Actions Source: Shareablee, Jan 2014 – Apr 2015
Platform: Facebook Metrics: Video (Total Actions)
+928%
© comScore, Inc. Proprietary. 50 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram. January 1, 2014 to December 31, 2014
Case Study: Portal R7 was Brasil’s Top Brand on Facebook in
2014 by Engagement
The brand’s top content shared touching stories about love and family that resonated with their
social audience. The top posts also included links to read the full stories on their news website.
Link posts produced 17% of total engagement, while only accounting for 15% of total content.
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 51
© comScore, Inc. Proprietary. 52
Key Findings
MOBILE & MULTI-PLATFORM CREATES FURTHER DIGITAL OPPORTUNITY
With mobile audiences growing in reach and performing a growing range of activities, desktop no longer tells the
full story. The 84 million ‘Total Digital Population’ includes incremental audience beyond desktop in all categories,
and total time is increasing on mobile while decreases on desktop. Over 29 million users access via more than one
platform each month – approaching a Multi-Platform majority.
DON’T FORGET THE DESKTOP
Desktop maintains consistent audiences across diverse categories, with Brazilians ranked as second in minutes
per visit between the 10 biggest audiences in the globe. Video consumption has become a mainstay of desktop –
76% of Brazilians watch video, and on average spend 11 hours per month watching videos, 3 more hours than the
average in Latin America.
DIGITAL ADVERTISING CAN BE STRENGTHENED FURTHER
Ranking as second in the world in display ad impressions volumes, advertising continues to thrive, with 198 billion
display ad impressions in Q1. There are opportunities for delivery and effect to be enhanced with diligent action
taken from new and existing measurement opportunities.
© comScore, Inc. Proprietary. 53
MULTI-PLATFORM DELIVERS ON ITS PROMISE
As publishers and advertisers better understand the relative strengths of
each platform, and learn how to best harness channels individually and in
combination, Multi-Platform will deliver benefits beyond the sum of its parts.
6 Trends to Define 2015
AD MEASUREMENT MOVES TOWARDS A CURRENCY
New tools for viewability and detection of non-human traffic are already starting to
raise the bar for campaign delivery. As more brands unlock the benefits of more
closely aligning their spend with the impact on their brand, these new metrics will
move towards ‘currency’ status. Discerning the true value of media will be even
more crucial in the growing programmatic marketplace.
THE BROADENING UMBRELLA OF ‘DIGITAL’
With more and more platforms (such as TV) becoming inextricably linked
with digital, and new devices (such as wearables) shaping the landscape,
new opportunities for Cross-Media content and advertising are presented,
but come with new challenges.
RISE OF VIDEO AND MOBILE
Both mobile and video continue to grow in Brazil. With the rise of video
delivery apps, mobile will become even more of a content delivery vehicle.
Incremental audience, males mobile the prime destination for brands and
advertisers to focus video efforts.
APPS AND NATIVE CONTENT SHAPE MOBILE SPACE
With apps already accounting for huge swathes of mobile time, brands and
publishers will continue to reap the benefits of content designed especially
for the platform. Native advertising is a means for publishers to offer
incredible Multi-Platform synergy to their commercial partners.
SOCIAL MEDIA IS STILL STRONG IN BRAZIL
Social Media continues to grow with a n incredible engaged audience in the
country. Good content creation, photos and videos are making the social
posts stronger in the region as consumers continue to invest more of their
digital time here.
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 54
© comScore, Inc. Proprietary. 55
Methodology
This report utilizes data from the comScore suite of products, including comScore Media Metrix®,
comScore Ad Metrix®, comScore Video Metrix® and comScore MobiLens™.
comScore Media Metrix
The comScore Media Metrix suite of syndicated products sets the standard for digital audience measurement
and media planning. Powered by Unified Digital Measurement™, the revolutionary measurement approach
that bridges panel-based and website server-based metrics to account for 100 percent of a site’s audience,
Media Metrix delivers the most accurate and comprehensive suite of audience metrics, providing valuable
demographic measures, such as age, gender, household income and household size. Media Metrix reports
on more than 70,000 entities, with audience measurement for 43 individual countries and 6 global regions,
as well as worldwide totals.
The comScore Media Metrix product suite includes individual products utilized within this report including
comScore Ad Metrix and comScore Video Metrix.
http://www.comscore.com/Products/Audience-Analytics/MMX
© comScore, Inc. Proprietary. 56
Methodology
comScore validated Campaign EssentialsTM
validated Campaign Essentials (vCE®) is an integrated solution for complete campaign delivery validation
and in-flight optimization. Unlike existing single-point solutions, vCE provides an unduplicated accounting of
impressions delivered across a variety of dimensions, such as in-target, in-view, in-geo, brand safe and
free from non-human traffic (NHT). Used by media buyers and sellers, vCE enables decreased waste and
increased campaign effectiveness.
http://www.comscore.com/Products/Advertising-Analytics/validated-Campaign-Essentials
© comScore, Inc. Proprietary. 57
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