Insights from Opera Mediaworks

The State of Mobile Advertising | Brazil
Insights from Opera Mediaworks
The world's largest mobile ad platform
13,000 +
sites & applications
Publishers include …
60 BILLION +
ad impressions per month
300 MILLION
global consumers reached
This special edition of the State of Mobile Advertising report focuses
on the mobile advertising market in Brazil, which is consistently one of
our top markets in South America.
In this report, we will explore:
Advertisers include …
The emergence of Android as the leader, as smartphone adoption increases
Notably high-volume consumption of Music, Video & Media content
The market’s strong affinity to social-networking sites and apps, as well as
more frequent use of the mobile app store
© Copyright 2013, Opera Mediaworks. All rights reserved.
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The State of Mobile Advertising | Brazil
Traffic share (mobile OS)
Java devices take top share of ad impressions;
Android shows strong lead among smartphone users
Mobile devices built on the J2ME platform lead all other device operating systems in terms of
ad impressions. However, this lead is diminishing at a fairly rapid rate. J2ME devices saw a
decline of approximately 12% in the last year, and we expect Android usage to exceed that of
the older J2ME platform later on this year, as more people switch to smartphones and, in
particular, Android smartphones.
Overall, the Brazilian mobile ad market has been growing at a remarkable pace. In just one
year, mobile ad requests have increased an average of over 11% month over month. As of
the end of April 2013, ad requests to our platform originating from Brazil were almost four
times (3.72x) the volume of just one year ago.
Java
38.99%
Android
iPhone
30.30%
12.37%
© Copyright 2013, Opera Mediaworks. All rights reserved.
OS
% of traffic
Java
38.99%
Android
30.30%
iOS
17.47%
- iPhone
12.37%
- iPad
4.23%
- iTouch
0.88%
Symbian
7.71%
Other
3.66%
BlackBerry
1.87%
Symbian
Other
BlackBerry
7.71%
3.66%
1.87%
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The State of Mobile Advertising | Brazil
Music, Video & Media is No. 1 category
for impression volume and revenue generation
% of revenue
% of impressions
Music, Video & Media leads all publisher categories in impression volume and in total
revenue generation. For revenue generation, Business & Finance is a close second.
Globally, Music, Video & Media is consistently a top performer, accounting for 29% of
request volume and 18% of revenue. In Brazil, however, the Music, Video & Media
category is much higher than global average, representing 44% of ad requests and 29%
of revenue.
Social
Business, Finance & Investing
Music, Video & Media
Games
Site category
Computers & Electronics
News & Information
Sports
Social
Arts & Entertainment
#1 Revenue
Business, Finance & Investing
Other
Music, Video & Media
Games
#1 Impressions
Computers & Electronics
News & Information
Sports
Arts & Entertainment
Other
0
10
© Copyright 2013, Opera Mediaworks. All rights reserved.
20
30
40
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The State of Mobile Advertising | Brazil
Brazilian market shows deep affinity for social networking,
more frequent visits to the mobile app store
Top 10 apps in Opera Mobile Store
In addition to consuming more Music, Video & Media content, Brazilians also display a greater affinity for social
media providers than the global average. With aggregated usage profiles from the Opera Mobile Audience
Network (OAN), we can see how the Brazilian market compares to the global average across the top 5 website
categories.
Also worth noting is the market’s acceptance and purchase of mobile applications. Across the entire Opera
user base, we see an average of 16% of users utilizing the Opera Mobile Store on a monthly basis. In Brazil,
nearly 30% of users do so. The most downloaded item is the Facebook mobile app, with social apps Friends,
Fun, Free and eBuddy Messenger also in the top ten, thus reinforcing the strong interest in social media.
Facebook
Grand Theft Auto 4
Need for Speed Hot Pursuit
Avatar Adventure
Frends, Fun, Free
eBuddy Messenger
Nitro Street Racing
X-Ray Scanner
Top 5 site categories, Brazil vs. the global average
TubeMat YouTube Downloader
3D Grand Prix
% of users that overclock*
.35
.3
.25
.2
.15
Global average
0.1
Brazil
0.05
0
Social Networks
& Community
Search
© Copyright 2013, Opera Mediaworks. All rights reserved.
Business & Finance
News & Information
Music, Video
& Media
*overclock: to spend more time
consuming content in that category
than the average user
3
4