An unprecedented survey by Nielsen in Brazil shows the segments and content producers that had the best performance in the online advertising market in the first half of this year.
The analysis is based on the number of impressions – amount of ads ‘fired’ in advertising campaigns and loaded on desktop, mobile and tablets. The Retail segment was the one that most communicated with the audience, via online advertising, with 17% of total impressions in the period.
Retail was closely followed by Telecommunications, with 16% of impressions. Following are the Public Utilities, Education and Government (10%), Entertainment (8%) and Finance (7%) sectors.
But it was the Retail, Entertainment and Finance sectors that most increased the volume of impressions between quarters, with a growth of 5%. The data may indicate more positive expectations for sales throughout the year, according to Nielsen.
The company also collected data on the content producers that had the best performance, among the segments studied. At the top of the list are Facebook, Uol, Globo.com and YouTube, surpassing a volume of more than 547 billion impressions in the first half of the year.
The data are related to the main commercial dates of the period, such as Carnival, Mother’s Day, Easter and Valentine’s Day, and were collected and analyzed by the Digital Ad Intela new competitive analysis solution from Nielsen.
The tool assesses the digital advertising ecosystem and compares ad strategies, pointing out where, how much and when advertisers spend on digital advertising.
With the growth of online commerce during the pandemic and a second semester full of commercial and commemorative dates, the insights of this new analysis can help the market analyze the audience’s consumption potential, predicts Nielsen.
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The post Exclusive: Nielsen analyzes digital advertising in the first half appeared first on DNEWS.
