The Emarketer study showed that the medium is increasing in Latin America, with 42.4% using the channel to reach consumers
Emarketer released the results of the survey that shows retail media trends in Latin America and, according to the data, 7 out of 10 advertisers in Latin America consider themselves “satisfied” or “very satisfied” with the performance of their advertising campaigns. RetailMedia.
The survey also showed that Brazil and Mexico have some of the highest returns on advertising expenditure (ROAS) in the world, highlighting that the influence of Retail Media is increasing in Latin America, with 42.4% of the channel being used to reach consumers .
Regarding the format, Emarketer also indicated that the search tool within e-commerces and marketplaces will continue to be the most popular among investments by retail media advertisers. Despite this, 70% said they plan to use image, banner and video ads.
The analysis also revealed that Mercado Livre was considered the preferred platform for advertisers in Argetina, Brazil, Chile, Colombia, Mexico, Peru and Uruguay. In the case of Brazil, Mercado Livre’s digital advertising unit, Mercado Ads, was considered the favorite in terms of awareness by 75% of respondents.
Retail Media is not a trend but a reality and is becoming an integral part of advertisers’ digital advertising strategies. We see that, in addition to being preferred for awareness, Mercado Ads is also 60.5% preferred for consideration in Brazil. Professionals should take advantage of the use of platforms to gain recognition and consideration while competitors grow, said Francesca Picchi, Director of Ads Market Agencies.
The survey, carried out with 284 marketing and e-commerce professionals from Latin America, also indicated that other market players are growing in Brazil, but Mercado Livre remains well positioned to lead the Retail Media market in the region as a whole.
