comScore Launches Ad Metrix Service in Brazil

Online audience measurement specialist comScore has announced the launch of its Ad Metrix display ad monitor service in Brazil. The tool monitors the appearance of display ads, the demographics of the audience they reach, and more traditional measures including GRPs.

Originally launched in the US in 2007, the system was augmented in October last year with the ability to measure ads appearing on social networking sites as well as 'socially-enabled' display ads appearing across the web. It reports on information types including ad spend, share of voice and 'ad clutter', providing granular classification for analysis at the brand, category or product level.

Country MD Alex Banks comments: 'With the average Brazilian Internet user exposed to more than 1,200 display ads each month, the online advertising market has never been more vibrant or offered better marketing opportunities for advertisers, agencies and publishers.'

Initial results say that 62.9bn display ad impressions were delivered online in Brazil in December, reaching 50.8m Internet users, with Facebook the top display ad publisher (17.4% of all display ad impressions), while Netshoes.com.br is classified as the top advertiser with 2.5 billion display ad impressions.

comScore, which rolled out another audience validation tool, AdEffx Campaign Essentials, in Latin America last August, is online at www.comscore.com .