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Just in Time for the World Cup and Olympics, Brazil Gains in Social Media Creds

The 2016 Summer Olympics in Rio de Janeiro are four years away and the World Cup, two years, but that has not stopped marketers from considering campaigns to target the country. Sterne Agee analyst Sam Poser points out in a research note that Nike is already planning its marketing for these events (via the Oregonian).

Even if actual campaigns have not yet been crafted, marketers are taking note of the rapid uptake of social media in the country.  Semiocast reports that while the U.S. is still first place on Twitter in terms of accounts with 107.7 million accounts, Brazil is now the second country with 33.3 million accounts, surpassing Japan now third at 29.9 million.

Brazilians are also flocking to Facebook, as comScore numbers show. Visitors to in Brazil reached 36.1 million visitors–for an increase of 192 percent in the past twelve months–to surpass Orkut as the leading social networking destination in the market, it reported.

Among the Top Ad Markets

The country is among the top ad markets in the world, according to a forecast from Zenith Optimedia.  It found there are now two developing markets in the world’s top 10 ad markets, China and Brazil, and the addition of Russia will make three in 2013.

Setting Up Shop There

Email marketers as well are pushing into the country, intrigued by its demographics. ExactTarget launched its Latin America division in the country last Fall, following the acquisition of Brazil-based email marketing provider Frontier Digital.


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