Friday, October 2, 2009

Brazil Online Advertising Brief

Marketers in Brazil have consistently increased their online advertising in an effort to target the country’s 44.2 million Internet users, a number eMarketer predicts will reach 64.6 million by 2013.

Based on Projeto Inter-Meios 2008 data, IAB Brasil estimates BRL987.1 million ($536.8 million) will be spent on online advertising in 2009, about 30% more than in 2008.

However, sources vary on their estimates of the online ad space for 2009. GroupM comes in at the low end, at $380 million, while PricewaterhouseCoopers (PwC) and ZenithOptimedia come in higher, at $449 million and $456 million, respectively.

There is one common trend among all projections: growth in 2009. Projeto Inter-Meios predicted 18.1% growth over 2008, and GroupM estimated a 15.0% increase. ZenithOptimedia predicted the most dramatic jump, of 95.0% over last year.

While Internet advertising growth outpaces that of nearly all other media for 2009, at 4% it remains a mere fraction of total advertising spending in Brazil. Traditional media dominates, with TV holding on to a solid 60.1% of ad spending in 2009, according to Projeto Inter-Meios.

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