“The Brazilian digital landscape saw significant change in 2012 led by the strong emergence of Social Networking, in addition to increasing media consumption in terms of online video and display advertising,” said Alex Banks, comScore managing director for Brazil & VP Latin America. “As these media vehicles continue to grow, they are providing new and exciting opportunities for publishers hoping to attract audiences and marketers seeking to reach consumers.”
Key insights from the 2013 Brazil Digital Future in Focus (#FiFBrasil) report include:
- Consumers in Brazil spent more than 27 hours per month online on their desktop computers, representing the highest average engagement of all 8 Latin American markets analyzed. (Source: comScore Media Metrix)
- The Brazilian internet audience is very young on average, with 18 percent of users age 18-24 and 30 percent of all users age 25-34. (Source: comScore Media Metrix)
- Mobile phones and tablets are becoming more important to the Brazilian internet landscape. Page views from Non-PC devices (i.e. smartphones and tablets) reached an all-time high at nearly 6 percent. (Source: comScore Device Essentials)
- Online Retail continues to grow in Brazil with the total number of category page views up 9 percent during 2012. Mercado Livre remains the top Retail property, reaching more than 14 million visitors in December. (Source: comScore Media Metrix)
- Online Advertising is on the rise, with more than 789 billion display ad impressions delivered in 2012. Portals and Social Networking are the two largest content categories for delivery of these ads, representing a combined 45 percent of the market. Dafiti.com.br was the largest display advertiser in Brazil with more than 25 billion ad impressions in 2012. (Source: comScore Ad Metrix)
- Social Media sites capture the largest percentage of consumers’ time in Brazil at 36 percent. Facebook has emerged as a strong leader in the category with nearly 44 million unique visitors in December 2012, up 22 percent vs. year ago. (Source: comScore Media Metrix)
- Online video consumption in Brazil grew 18 percent in 2012. Google Sites (YouTube) remains the top video property, while VEVO ranks second. Facebook was one of the fastest-growing online video properties with a gain in its video-viewing audience of more than 400 percent. (Source: comScore Video Metrix)
The Nielsen 2012 State of Social Media report was released earlier last week. I previously went over the report’s findings about the largest social networks of 2012. The report also contains some interesting information about advertising on social media and what it means for consumers.
Consumer Sentiment towards Social Media Advertising
Nielsen found a surprising statistic about consumer sentiment towards social media advertising. Nearly one-third of users believe that ads on social media sites are more annoying than other ads online. Social media isn’t supposed to be annoying. It’s supposed to be meaningful.
There are a few things this statistic tells me. Number one is social integration. In an attempt to make advertising more social, many social networking sites “hide” advertising within other content. An example of this is promoted trends on Twitter. These ad units are tied into other trends and tweets on Twitter. To some consumers, this might appear to be deceptive. The result is an annoyance and distrust of the brand advertising, when it should in fact be upon the social network.
This number also tells me some businesses aren’t using social media advertising correctly. Many social media platforms offer robust targeting options to their advertising. The goal is to display the right ads to the right people. Many businesses fail at this, and the result is irrelevant and sometimes irritating ads. It becomes frustrating when you see an ad in a language you don’t speak, an area you don’t live in (I’ve had ads for NYC bars in Facebook), and when the ads surely shouldn’t be targeting someone your age. Businesses can avoid this frustration by developing targeting strategies that make sense.
Finally, there is the aspect of spam and quality businesses advertising. For example, I have noticed a big drop in quality brands advertising on Facebook. The more lesser quality businesses advertising on a site, the less likely consumers will find these ads trustworthy and relate able. The result is a drop in engagement and an increase in frustration. It’s up to social media sites to develop ways to increase the quality of ads being served on their own sites.
Consumer Actions after Seeing Social Media Advertising Leer más “Advertising on Social Media via Nielsen”
¿Cuáles son los indicadores o KPIs a valorar en Facebook?
Número de “Me gustas”
Número de recomendaciones
Número de “Me gustas” en comentarios
Número de comentarios
Número de impresiones
Número de visitas al Site desde la Fan Page
Estadísticas específicas de cada campaña Leer más “¿Cómo medir la efectividad de Facebook para las empresas?”
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