This document provides an overview of mobile advertising in Brazil presented by Eduardo Fleury at the IAB Global Summit 2012. It discusses the Brazilian mobile landscape including smartphone penetration rates, internet usage, and growth in mobile internet users. Expenditure on internet advertising in Brazil is outlined showing a large portion still goes to broadcast TV but with growth in display and search advertising. The presentation recommends approaches for mobile marketing in Brazil including building a mobile site and promoting digital assets. Examples of successful mobile campaigns in Brazil are shown including ones by Nike and a Brazilian airline.

1. IAB
Global
Summit
2012
Overview
Mobile
Adver9sing
In
Brazil
Eduardo
Fleury
General
Manager
Hands
Mobile
–
Grupo.Mobi
Mobile
Commi*ee
Member
–
IAB
Brazil

2. Agenda
• Brazilian
Mobile
Landscape
• Internet
adver9sing
expenditure
IAB
Global
Summit
2012
• How
we
approach
the
market
Overview
Mobile
Adver9sing
In
Brazil
• Examples
of
mobile
Campaigns
in
Brazil

3. Brazilian
Mobile
Landscape
• 194MM
Brazilian
Popula9on;
• 253MM
cellphones
in
Brazil;
• 150
MM
people
with
cellphones
(78%
penetra9on);
•
84
MM
Internet
Users
(all
devices);
124 MI
•
51
MM
Smartphones
with
3G
plan
(26%
penetra9on);
2014
•
27
MM
Smartphone
internet
users
-­‐
uniques
06/2012.
(14%
penetra9on)
41 MI
2011
16 MI
2010
4 MI
2009
SOURCE: IBOPE NIELSEN / TELECO, ANATEL, QUALCOMM E TNS/RESEARCH

4. Internet
adverVsing
expenditure
DIGITAL: 11% of the Ad Spend
OUTDOOR
2,8%
CABLE
TV
3,9%
Display
+
SEARCH
11,0%
INTERNET
GUIDES
AND
LISTS
1,1%
CINEMA
BROADCAST
TV
0,3%
Jornal
59,4%
Radio
NEWSPAPER
Great
2nd
screen
11,1
%
Revista
opportunity
Televisão
Midia
Exterior
TV
Paga
RADIO
Internet
3,7%
Guias
e
Listas
Cinema
MAGAZINES
6,7%
Fonte:
Projeto
Intermeios

5. Internet
adverVsing
expenditure
Display
+
Search
(all
devices):
2010
–
2011*
Display
Search
Total
+
608
MM
=
US$
US$
US$
2010
608
MM
1.216
Bi
Display
Search
Total
+
942
MM
=
1.669
Bi
US$
US$
USS
2011
727
MM
19%
55%
37%
*
IAB
BRAZIL
doesn’t
report
yet
the
mobile
adver9sing
expenditure
separated.
SOURCE: INTERMEIOS, IAB BRASIL

6. Internet
adverVsing
expenditure
Display
+
Search
(all
devices):
2011
–
2012*
(Forecast)
Display
Search
Total
+
942
MM
=
1.669
Bi
US$
US$
US$
2011
727
MM
Display
Search
Total
+
1.413
Bi
=
2.322
Bi
US$
US$
US$
2012
909
MM
25%
50%
39,1%
Forecast
for
mobile
media
expendi9ure
in
Brazil
in
2012:
US$
30MM
–US$
40MM
*
IAB
BRAZIL
doesn’t
report
yet
the
mobile
adver9sing
expenditure
separated.
SOURCE: INTERMEIOS, IAB BRASIL

7. How
we
approach
the
market
1.
Build
a
Mobile
site:
You
need
to
be
found.
2.
Promote
your
digital
assets
with
mobile
media:
They
are
all
mobile
friendly
already.
3.Understand
how
mobile
can
change
your
business.
Ex:
Last
minute
hotel
deals
(Hotel
Tonight)

8. Examples
of
mobile
Campaigns
in
Brazil
Richmedia,
video
and
premium
content
are
helping
to
bring
the
brand
money
to
mobile
media.

9. Examples
Nike
–
Find
your
grateness

10. Brazilian
Post
Company

16. To
Finish
Once
mobile
is
about
a
behavioral
change,
this
campaign
is
a
example
of
how
a
brazilian
airline
company
used
a
crossmedia
experience
to
promote
the
launch
of
its
mobile
check
in.
hmp://vimeo.com/17447273

17. Thank
you!
Obrigado!
Eduardo
Fleury
fleury@hands.com.br
fleury@grupo.mobi
@dudafleury
IAB
Brasil
–
Mobile
Commimee
member