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Brazilian Mobile Advertising Services Market

Brazilian Mobile Advertising Services Market

Key Findings

Increasing smart devices penetration in Brazil is driving retailers and venue owners’ investment in mobile advertising, and generating a greater expenditure in social network ads as a percentage of total digital ad spending.

Operator-supported mobile advertising is very beneficial, as operators can leverage geolocation and Big Data analytics to a specific customer’s device or according to customer profile (age, gender and cluster), thus providing greater accuracy for targeting ads at specific groups.

The growth of content and multimedia services’ usage across different devices is also an important driver for digital advertisers to leverage the ad experience for particular audiences and show the right ad for the right person and in the right context.

According to a survey conducted by Quanti with 􂀀 Brazilians, traditional means (e.g., email and SMS) are still largely used by consumers to contact companies through smartphones rather than the use of applications. This is generating opportunities for mobile advertisers to invest in SMS advertising.

The important participants in the Mobile Advertising Services Market in Brazil today are Zenvia, IMS (Internet Mobile Services) and Telefonica.

About this report

The increasing penetration of smartphones and tablets in Brazil, as well as the increasing usage of social media and the Internet on those devices has opened opportunity for the adoption of mobile advertising services. The study analyses this market and provides insights gleaned from three case studies of important participants in the country. Focus areas of research include market definitions, market overview of the mobile advertising ecosystem, sizing information of revenue of the advertising SMS application-to-peer services market, market trends, and analysis. The base year is 2013.


  • Executive Summary
    • Key Findings
  • Market Overview
    • Research Objectives, Scope and Methodology
    • Market Definitions
    • Mobile Advertising-Objectives
    • Benefits of Operator-supported Mobile Advertising
  • Market Trends and Analysis
    • Smartphone Penetration Leverages Mobile Internet Services and the Data Services Market
    • High Internet and Mobile Penetration Drive Mobile Advertising Services in Latin America
      • Table Mobile Advertising Services Market: Internet, Mobile Subscription and Mobile Social Penetration, Latin America, June 2014
    • Online Use of Cell Phones and Tablets Increases, Creating Opportunities in Internet-based Mobile Advertising
    • High Socially Engaged Latin American Users Also Create Opportunities for Social Network Advertising
    • Mobile Social Penetration Drives Mobile Advertisers' Social Network Ad Spending
      • Table Mobile Advertising Services Market: Social Network Ad Spending Forecast, Latin America, 2012-2015
    • SMS Mobile Operators' Revenues are Likely to Decrease in the Following Years
      • Table Mobile Advertising Services Market: SMS Mobile Operator Revenue Forecast, Brazil, 2013-2019
    • Increasing Use of Application-to-Peer SMS by Brazilian Companies Opens Space for the SMS Advertising Market
      • Table Mobile Advertising Services Market: SMS Ecosystem Revenue (A2P Relationship and A2P Advertising) Forecast, Brazil, 2013-2019
    • SMS Advertising Market Insights
    • Most of Brazilian Users Relate to Companies through SMS and Email
    • Brazilian Market-Corporate SMS reminders regarding health surpass Emails
    • Brazilian Market-A Majority of Interviewees Find SMS Alerts and Reminders Helpful in Daily Life
    • Brazilian Mobile Advertising Services Market Insights
  • Success Business Cases
    • Services Provided by the Main Companies in the Brazilian Mobile Advertising Services Market
    • Mobile Advertising Services Market-Selected Solutions Overview
    • Company Profile-Zenvia
    • Business Case-Zenvia & CENTAURO
    • Company Profile-Telefónica
    • Business Case-Telefónica & Leroy Merlin
    • Company Profile-Internet Media Services (IMS)
    • Business Case-IMS & Waze

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