Brazil Digital Future Insights from 2011 and 2012 Outlook

2012 Brazil Digital Future in Focus
Key Insights from 2011 and What They Mean for the Coming Year

Alexander Banks March 2012
Managing Director, Brazil

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© comScore, Inc. Proprietary. 2 V1011

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& Search
Online Behavior Online
& Offline Advertising
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Advertising
Transactions Effectiveness

Media & Video Demographics,
Consumption Lifestyles
PANEL
& Attitudes
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Mobile Internet
Usage & Behavior Patent-Pending Methodology

Adopted by 90% of Top U.S. Media Properties


Comprehensive Suite of Products, Services and Capabilities in Brazil

Online Audience Measurement & Rankings
Online Advertising Rankings, Competitive
Placement & Digital Creatives
Custom Market Research & Strategic Briefings
Web Analytics
Media Planning & Analysis
Audience Delivery/Exposure Verification & GRPs
Creative, Concept & Website Pre-testing
Brand Tracking/Awareness Surveys
E-commerce & Online Payments Share
Social Media & Video Measurement
Insights on Mobile & Connected Devices
Mobile Carrier Network Optimization &
Customer Analytics
ISP Market Share & Speed-testing


THE GROWING AND SHIFTING DIGITAL LANDSCAPE
IN BRAZIL AND AROUND THE WORLD

© comScore, Inc. Proprietary. 5

The U.S. is No Longer the Center of the Online Universe

U.S. Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience
Middle
East -
Rest of the
World 34% Latin Africa,
America, 8.8%
9.0%
Asia
87% North Pacific,
America, 41.3%
U.S. 14.6%
66% Asia Pacific

Europe,
13% 26.4%

1996 2011

 In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the largest region
with over 40% of online population.
 Many emerging regions likely to bypass old modes, skipping dial-up to go straight to broadband,
making multimedia, video, and collaborative content immediately accessible.
 Early adoption of mobile web in addition to PC web will likely be popular in many of these high-
growth areas.

© comScore, Inc. Proprietary. 6 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011

Latin America Saw the Strongest Growth of All Global Regions

 Growth expected to continue as home broadband Worldwide Online Population
penetration increases in Asia and Latin America (Millions)
 Growth in developing regions likely to also continue +9% 1,444
as people move from shared-access to home &
work use 1,323
 Growth slow in North America

 European growth mostly driven by Russia
2010 Dec 2011 Dec

+11% Dec-11 Dec-10
595 534 +6%
381 361 +3% +16% +14%
210 203
129 112 126 111

Asia Pac Europe North America Latin America Middle east
Africa


Brazil Now Ranks as the 7th Largest Internet Audience (H&W, 15+)

Internet Users Age 15+ (MM)
Online from Work or Home

China 331,477

United States 186,922

Japan 73,450

Russian Federation 53,345

Germany 51,008

India 46,854 While US user growth has remained flat over
the past year, China, Russia, India and Brazil
Brazil 46,272 have experienced impressive growth rates
France 43,009 of 14%, 16%, 13% and 16%, respectively.

United Kingdom 37,504

South Korea 30,896

© comScore, Inc. Proprietary. 8 Source: comScore Media Metrix, Visitors Age 15+ Home/Work, Dec-2011

Among 10 Largest Online Markets, Brazil Ranks 5th in Engagement

Average Hours per Visitor among 10 Largest Online Markets

United States 40.9

United Kingdom 35.6

South Korea 31.1

France 27.5

Brazil 26.7

Germany 25.2

Russian Federation 25.1

Japan 21.0

China 14.1

India 13.0


Latin America’s Online Population Skews Young
1 in 3 Online Users Under the Age of 25

Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+

World 25.9% 26.0% 21.9% 14.4% 11.8%

Latin America 32.5% 28.3% 20.3% 11.7% 7.3%

Percent Composition of Total Internet Visitors


Users in Venezuela, Colombia and Brazil Among the Region’s
Youngest Online Populations

Argentina 29.4% 26.2% 18.4% 13.6% 12.5%

Brasil 28.2% 31.9% 21.1% 11.4% 7.4%

Chile 27.1% 26.2% 21.0% 15.2% 10.5%

Colombia 40.2% 25.6% 20.0% 10.2% 4.0%

México 38.6% 24.2% 20.2% 11.5% 5.5%

Perú 27.5% 31.8% 21.9% 11.9% 7.0%

Venezuela 44.7% 26.7% 15.8% 9.2% 3.6%

Puerto Rico 29.3% 26.2% 21.7% 14.0% 8.8%

Percent Composition of Total Internet Visitors


However, Brazil’s Online Population is “Less Young” Than in Past Years

 We are seeing a slight shift in the composition of the Brazilian online audience:
proportionally more users in older age groups than previous years
 45+ was 18% in December 2011 compared to 26% for the Worldwide online audience

Percent Composition of Brazil Visitors Age 15+
Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+

Dec-2009 31% 34% 21% 9% 5%

Dec-2010 29% 34% 21% 11% 5%

Dec-2011 28% 32% 21% 11% 7%


Regional Internet Population Distribution and Average Usage

BR Region: North
4.6% of Online Population
BR Region: Northeast
Average 25.1 Hours Online
BR Region: North Average 25.6 Hours Online
2% of Online Population
Average 22.3 hours online
BR Region: Northeast

BR Region: Center-west
8.4% of Online Population BR Region: Southeast
Average 24.9 Hours Region: Center-west
BR Online 55.0% of Online Population
6% of Online Population Average 23.5 Hours Online
BR Region: Southeast
BR Region: South 68% of Online Population
BR Region: South
Average 26.8 Hours Online

© comScore, Inc. Proprietary. 13 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011

Compared to Worldwide and US Users, Brazilians Display a Strong
Propensity for Search, e-mail, IM, Coupons and Job Search
Selected Categories by % Reach of Visitors

99.9%
Portals 93.7% 93.2%
99.3% Business/Finance 56.4%
55.8%
94.2%
83.6%
Search/Navigation 89.4%
General News 55.6%
99.1%
74.4%

97.8% 74.3%
Entertainment 88.6%
Sports 41.1%
97.5% 71.2%

99.6% 60.0%
Social Networking 82.3% Travel 36.0%
97.5% 33.4%

94.2% 18.8%
Retail 73.1% Instant Messengers 29.8%
87.7% 70.7%

82.4% 23.4%
e-mail 63.7% Coupons 16.0%
84.6% 29.6%

70.7% 10.1%
Blogs 58.9% Job Search 2.8%
95.9% 11.5%


In the US, Social Networking Nearly Eclipsed Portals as the Most-
Engaging Web Activity in 2011…Surpassing them in January 2012

70%

60% News/Info -0.3 pts

50% Email -1.7 pts

40% Entertainment +0.4 pts

30%
Social Networking +2.2 pts.
20%

10%
Portals -3.6 pts.

0%
Dec-2010 Dec-2011

Share of Time Spent Among Top Web Categories


But in Brazil, Portals Still Claim a Strong Hold on the Market by Share
of Online Minutes, Although Social Networking is Growing Rapidly

Share of Time Spent in Brazil
Portals Social Networking
50%

45%
40.0%
40% 39.2%
35%
30%
25%
23.0%
20%
15%
16.7%
10%
5%

0%
Dec-2010 Dec-2011

© comScore, Inc. Proprietary. 16 Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work Location

SOCIAL MEDIA IS REDEFINING COMMUNICATION IN
THE DIGITAL AND PHYSICAL WORLDS


The Rise of Social Networking Globally

Worldwide Total Unique Visitors (MM)
1,600
+88%
1,400 Total Internet
1,200
+174%
1,000 Social
Networking
800

600

400

200

0
2007 2008 2009 2010 2011

Source: comScore Media Metrix, March 2007 - October 2011
© comScore, Inc. Proprietary. 18 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location

Brazilian Social Networkers Age 15-24 Average the Most Time,
Users Age 55+ Show Greatest Increase in Hours Spent Networking

Average Hours Spent Social Networking by Age Segment
Dec-10 Dec-11

8.5

6.2 6.0
5.8 5.6 5.4
5.1

3.9
3.6 3.4
3.4
2.9

Total Audience Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location,
© comScore, Inc. Proprietary. 19 Dec-2011 vs. Dec-2010

Facebook Unseating Local Social Networks Across the Globe

Jan-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011 Jan-2012
Facebook
overtakes Orkut
in Brazil
805.6
Facebook Facebook
overtakes overtakes StudiVZ
Windows Live Sites in Germany
Profile in Portugal

Facebook
471.4 Facebook
overtakes Hyves
overtakes
ZING Me in
Facebook overtakes in the
Vietnam
Yahoo! Wretch in Netherlands
Taiwan
Facebook
overtakes
Orkut in India
Facebook
overtakes
Windows Live
Profile in Mexico

Facebook’s Ascent in Recent Years
Total Unique Visitors (MM)

Source: comScore Media Metrix, January 2010 - December 2011

Brazil Among the Fastest-Growing Markets for Facebook (15+, H&W)

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location,
© comScore, Inc. Proprietary. 21 Dec-2011 vs. Dec-2010

Facebook Surpassed Orkut’s Nation-wide Audience in Dec 2011

Visitors (000) to Facebook and Orkut in Brazil

Facebook Orkut
40,000
+192%
35,000
+5%
30,000

25,000

20,000

15,000

10,000

5,000

0
Dec-2010 Dec-2011

Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work,
© comScore, Inc. Proprietary. 22 Dec 2010 to Dec 2011

But the Change in Average Time Spent is Dramatic

Average Minutes per Visitor in Brazil
Facebook.com Orkut
300
+667%
250

200
-33%
150

In Dec. 2011, Brazil visitors to
100
Facebook averaged 4.8 hours on
the site compared to
50 6.3 hours for the global average.

0
Dec-2010 Dec-2011


Facebook Leads, but Tumblr & LinkedIn Also See Growth (6+, H&W)

Top Selected Social Networking Sites in Brazil % Change
Unique Visitors (000) Age 6+ vs. YA
Dec-2011
+192%
Facebook.com 36,098
+5%
Orkut 34,419
+13%
Windows Live Profile 13,301
+40%
Twitter.com 12,499
N/A
Google Plus 4,300

Tumblr.com +206%
4,029

LinkedIn.com 3,182 +79%

Badoo.com 2,953 -5%

Formspring.me 2,020 -58%

Slideshare.net 1,698 +65%

© comScore, Inc. Proprietary. 24 Dec 2011 vs. Dec 2010

Google Plus Reached 88.6 Million Global Visitors in December, Brazil
Ranked as the 4th Largest Market for the Site

Unique Visitors (000) Age 15+
Dec-2011

United States 20,184

India 6,473

France 4,188

Brazil 4,187

Japan 3,760

United Kingdom 3,511

Germany 3,507

Canada 3,292

Turkey 2,457

Source: comScore Media Metrix, Visitors Age 6+ Home/Work, Dec 2011

Social Networking is Not the Only Social Activity on the Rise,
The Blog Category Gained 17% in Visitation Worldwide in 2011

Visitors (000) to Blog Category Worldwide
900,000

850,000

800,000

750,000

700,000

650,000
Dec-2010 Dec-2011


Brazil Actually Leads the World in Blog Category Reach at 96%,
Blog Category Audience in Brazil Grew 44% in the Past Year

Top 10 Global Markets for Blogs by Percent Reach of Unique Visitors
Dec-2011

95.9%
91.8% 89.2% 88.6%
84.3% 82.9% 82.8% 82.1% 81.0% 79.3%

Brazil South Turkey Peru Portugal Chile Argentina Japan Taiwan Spain
Korea

Source: comScore Media Metrix, Brazil Visitors Age 6+ Home/Work, Dec 2011

ENTERTAINMENT CONTENT AND ONLINE VIDEO
ATTRACTING GROWING AUDIENCE


Entertainment Category Attracts Growing Online Audience in Brazil

Percent Reach of Entertainment
Category Rise in Entertainment Category
World 88.6% Visitation (000) in Brazil
52,000
Latin America 96.7% +12%
50,000
Argentina 97.6%

Brazil 97.5% 48,000

Peru 96.9%
46,000
Chile 96.3%
44,000
Mexico 96.3%
42,000
Colombia 94.5%

Venezuela 93.7% 40,000
Dec-2010 Dec-2011
Puerto Rico 90.7%

© comScore, Inc. Proprietary. 29 Source: comScore Media Metrix, Visitors Age 15+ Home/Work,

Online Video Consumption in Brazil

42.9 MM Unique Viewers/Streamers

83 % Percent of 6+ Internet Audience

29 % Percent of Total Population

4.7 B Total Videos

27.2 BB Total Hours of Video

109 Videos per Viewer

10.6 Hours per Viewer
© comScore, Inc. Proprietary. 30 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2011

More than 4.7 Billion Videos Viewed in Brazil, +74% in Past Year,
Fueled by 19% Growth in Viewers & 46% Growth in Videos per Viewer

Online Videos Viewed in Brazil (000)

6,000,000

5,000,000

4,000,000

3,000,000
Videos Viewed
2,000,000 Grows +74% in
Past Year
1,000,000

0
Dec-2010 Dec-2011

© comScore, Inc. Proprietary. 31 Source: comScore Video Metrix, Brazil Viewers Age 6+ Home/Work, Dec-2010 to Dec-2011

Top Video Properties in Brazil
Google Sites Leads Fueled by YouTube Viewing

Top Video Properties by Viewers Top Video Properties by Share of
(000) Videos Viewed

Google Sites 42,062 Google Sites 67.4%

VEVO 18,114 VEVO 5.7%

Viacom Digital 8,366 Globo 1.4%
Globo 8,008 Viacom Digital 1.2%
Microsoft Sites 7,227 Microsoft Sites 1.1%
UOL 4,823 POP Sites 0.8%
Facebook.com 3,448 Livestrea.com 0.7%
Videolog.tv 2,823
Videobb.com 0.6%


Facebook Becoming Key Video Viewing Property for Brazilians,
Room for Growth in 2012 and Beyond

Facebook Videos (000) Viewed Facebook Video Viewer Reach
Oct-2011 Oct-2011

27.2%
348,314 26.1%

11.8%

66,310
17,517

Videos (000) % Reach Web Pop

© comScore, Inc. Proprietary. 33 Source: comScore Video Metrix, Viewers Home/Work, Oct-2011

Gender Difference is Wider When it Comes to Video Consumption

 In all age segments, males consume more online videos on average than
their female counterparts
Average Videos per Viewer
Brazil, Dec-2011
Males: 15-24 156
Females: 15-24 102
Males: 25-34 135
Females: 25-34 90
Males: 35-44 121
Females: 35-44 91
Males: 45-54 110
Females: 45-54 77
Males: 55+ 119
Females: 55+ 90


SHOPPING AND PURCHASING ONLINE CONTINUES
TO GROW DURING 2011


Online Retail Ramps Up in Brazil, Peaking During Holiday Season

Percent Reach of Retail Category
Rise in Retail Audience (000)
World 73.1% in Brazil
50,000
Latin America 72.8%

Brazil 87.7% 45,000 +35%

Argentina 74.1% 40,000

Chile 69.6%
35,000
Peru 67.0%
30,000
Puerto Rico 65.5%

Mexico 65.3% 25,000
Dec-2010 Dec-2011
Venezuela 63.1%

Colombia 57.1%


Retail Shows Strong Reach in Brazil, but Below Average Engagement
Compared to Other Markets

Percent Reach of Retail Category Retail Average Minutes per Visitor
Dec-2011, Age 15+ Dec-2011, Age 15+
133.2
94.2% 93.5%
87.7% 115.6

73.1%

71.3

32.5

Worldwide U.S. UK Brazil Worldwide U.S. UK Brazil


Searches in Brazil Peak in October and November Fueled by the
Holiday Shopping Season

6.9 Billion Searches Performed in Brazil in Dec-2011,
+37% vs. Year Ago
8,000

7,000
Searches (MM)

6,000
Searches per Searcher:
+17% to 155 searches
in Dec. 2011
5,000

4,000

3,000
Dec-2010 Dec-2011

© comScore, Inc. Proprietary. 38 Source: comScore qSearch, Brazil Visitors Age 6+ Home/Work, Dec-2011

Google Sites Accounts for 9 of every 10 Searches in Brazil,
MercadoLibre in 2nd Place Accounting for 2% of Searches

Top Search Properties in Brazil by Share of
Searches in Dec-2011
1.3% 1.2% 1.2%
2.0%
3.6%

Google Sites
MercadoLibre
Terra - Telefonica
Microsoft Sites
Facebook.com
All Other
90.7%

© comScore, Inc. Proprietary. 39 Source: comScore qSearch, Brazil Visitors Age 6+ Home/Work, Dec-2011

DIGITAL ADVERTISING ENTERS ERA OF
INCREASED ACCOUNTABILITY AS BRAND
DOLLARS CONTINUE TO SHIFT ONLINE


In December 2011, 62.9 Billion Display Ad Impressions Were
Delivered Online in Brazil, Reaching 50.8 Million Internet Users

Top 10 Online Display Advertisers in Brazil
by Share of Display Ads
Dec-2011
Netshoes.com.br 2,462,945

Dafiti.com.br 1,514,762

Telefonica Group 895,231

Microsoft Corporation 845,326

Itaú Unibanco Holding S.A. 574,311

NetMovies Entretenimento S.A. 537,591

Hotel Urbano Serviços Digitais S.A. 518,416

B2W Inc. 498,012

OLX Inc. 484,853

Netflix, Inc. 484,138

© comScore, Inc. Proprietary. 41 Source: comScore Ad Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011

Facebook Delivers Nearly 1 of Every 5 Display Ads in Brazil

Top 10 Online Display Ad Publishers in Brazil
by Share of Display Ads In the U.S. Facebook
Dec-2011 Delivered 1 in Every 4
Facebook.com 17.4% Display Ads in 2011

Globo 14.1%

UOL 12.2%

Terra - Telefonica 11.4%

Google Sites 10.3%
27.9% 27.9%
Microsoft Sites 10.2%
All
Other,
iG Sites 4.3% 72.1%

Yahoo! Sites 1.1%

Record 0.5%

Grupo Abril 0.4%

© comScore, Inc. Proprietary. 42 Source: comScore Ad Metrix, Brazil Visitors Age 6+ Home/Work Location, Dec-2011

Arguably the Most Important Digital Advertising Initiative To Date:
“Making Measurement Make Sense” (3MS) Mission

 Reduce costs of doing business due to complexity of digital

advertising ecosystem

 ‘Single Tag’ solution to reduce complexity

 Improve reporting of ad exposure

 Bolster confidence that ads delivered are actually visible


 Validated impressions and
 Validated R/F
 Audience demographics
 Audience behavioral segments
 In-flight campaign alerts
 In-flight brand safety enforcement

Together, these insights enable more accurate ROI measurement


vGRP US Charter Study (for more visit comscore.com/vGRP)

18 campaigns
2 billion impressions
400k sites

Allstate

http://www.comscore.com/Press_Events/Press_Releases/2012/1/comScore_Introduc
es_Validated_Campaign_Essentials


OTHER ACTIVITIES ON THE RISE IN BRAZIL


News/Information Visitation on the Rise, Gains 39% in Past Year

 Average visitor spends 33 minutes consuming News/Information during the
month, consuming an average of 37 pages of content (Dec-2011)
 Globo Noticias, UOL Noticias-Folha, Terra News, Yahoo! News and Estadao
Rank as Top News Destinations

News/Information Visitor (000) Growth
50,000
+39%
45,000

40,000

35,000

30,000

25,000
Dec-2010 Dec-2011


Bahia and Paraná Online Users Over Index for News/Information
Visitation and Page Views

News/Info Category Index Across States
Composition Index PV Composition Index UV

Distrito Federal
Distrito Federal Online
Bahia Users Average the
Most Time on
Santa Catarina News/Info sites at
Rio Grande do Sul
40.2 Minutes
in Dec-2011
Paraná

Minas Gerais

Rio de Janeiro

São Paulo

0 50 100 150


Brazilians Increasingly Going Online to Make Travel Arrangements

 Top-gaining travel categories in 2011 included: Hotels/Resorts (+57%),
Online Travel Agents (+52%) and Travel Information (+36%)
 Travel Site Visitation Peaks in October, November and December
 Top Travel Sites: Viajanet, Decolar, Hotelurbano & TAM Linhas Aereas

Travel Visitor (000) Growth
17,000
+42%
15,000

13,000

11,000

9,000

7,000
Dec-2010 Dec-2011


Banking Visitation Grows 19% in 2011
Nearly 1 in 3 Online Brazilians Now Bank Online

 Top Banking Sites: Caixa, Itau, Bradesco, Banco do Brasil & Santander
 More than one-third of the banking audience is age 25-34, but the fastest
growing audience in 2011 was the 45+ segment
 Men account for 56% of time spent in Banking category, and SP+RJ account
for more than 50% (compared to 44% of total time spent online overall)

18,000 Banking Visitor (000) Growth
+19%
16,000

14,000

12,000

10,000
Dec-2010 Dec-2011


SMARTPHONES AND TABLETS FUEL THE RISE OF
THE DIGITAL OMNIVORE


Mobile & Tablet Devices Shifting How Users Connect Across the Globe

Non-Computer Traffic for Selected Markets

Mobile Tablet Other

Singapore 11.5%
UK 9.5%
U.S. 8.2%
Australia 7.7%
Japan 7.1%
Canada 6.5%
Spain 5.2%
India 5.1%
France 2.8%
Brazil 1.5%

© comScore, Inc. Proprietary. 52 Source: comScore Device Essentials, Dec-2011

Tablets Account for >42% of Non-Computer Web Traffic in Brazil

Share of Non-computer Internet Traffic

Mobile Tablet Other

5.3% 2.8% 4.3% 6.4% 8.6% 7.3%
13.1% 17.1%
16.7%
22.2%
42.2% 25.9% 32.3%
41.6% 27.6%
34.1%

79.0%
72.5%
65.5% 60.4%
54.9% 59.3%
52.0% 48.8%

Argentina Brazil Chile Colombia Mexico Peru Puerto Venezuela
Rico


iOS Leads Among Operating Systems on Non-computer Devices in
Brazil – Particularly on Tablets, with 91% of Tablet Page Views

Brazil Device Share of Non-Computer Traffic, Dec-2011
Other,
2.8%

9.3%
26.3%
Tablet,
Other 7.3% 42.2% RIM
Symbian 90.6%
31.4% Android
Android Mobile,
54.9% iOS
iOS 35.0%

Mobile Tablet


Understanding How People Use Multiple Devices to Consume Content
Throughout the Day is Quickly Gaining Importance in Digital Strategies


CONCLUSIONS


Stories that Will Shape Digital in Brazil during 2012

1 GROWTH UNDENIABLE
Brazil is one of the fastest growing online audiences with more and more people coming
online and the audience already showing very high levels of engagement. With the
adoption of new technology and impressive use of social media, the market continues to
represent a terrific opportunity for advertisers and agencies looking to reach and engage
consumers across all kinds of socio-economic segments.

2 MATURING MARKET
With News/Information content already heavily used across the country, and categories
like Travel, Banking and Retail showing strong growth, the future is bright for companies to
leverage the digital platform more and more during 2012.

3 2012 SUMMER OLYMPICS
With Entertainment, Online Video and Social Media all boasting very high reach in Brazil,
events like the 2012 Summer Olympics could see a tremendous online audience and
represent significant opportunities for both marketers and portals.

4 ONLINE ADVERTISING
Already boasting significant reach and engagement, the online advertising industry in
Brazil continues to mature with large advertisers investing more and requiring better
performance metrics in return.


Brazil Digital Future Insights from 2011 and 2012 Outlook

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