As every year, the advertising industry in Latin America prepares for the end of the cycle to recognize the professionals and brands that stood out for their work and innovative contribution to the development of the sector.
Among the trends observed throughout the different awards, the presence of Retail Media as a new category and, in particular, the role that data plays in the creativity of processes and vice versa stands out. Ads Marketdigital advertising unit of Free market and category leader, stood out especially because creative data is the main core of Mercado Livre, with First Party Data being essential for collecting information about user behavior in the ecosystem, which catalyzed the success of creative campaigns and constituted its main differentiator because it is data that is greater e-commerce of the region has.
The use of this information from our ecosystem’s data library (First Party Data) was a differentiating factor that helped make these campaigns a success and produce measurable results, highlights Fernando Rubio, VP of Mercado Ads, about the importance of using data for good practice in brands’ creative advertising strategies.
Retail Media, characterized as the third wave of digital advertising, is asserting itself as an essential strategic tool for brands looking to maximize their visibility and connection with consumers. According to eMarketer, Retail Media will reach US$1.66 trillion by the end of 2025 in Latin America and should follow a similar growth trajectory observed in previous years in the USA, where this market will reach US$45 trillion this year. This, as well as the growing presence of success stories in the category in competitions, demonstrates the functioning of the model and the progress of the global industry, as well as the enormous potential that exists in Latin America to be explored.
In 2023, numerous successful cases of creative campaigns executed in Retail Media were found at festivals such as Effies Latin America, MMA Smarties, IABB Mixx and El festival Diente, among others, with Mercado Ads leading the category.
We work closely with brands, developing creative workshops to provide solutions that generate new intersections between different platforms and using the power of user behavior data in our ecosystem as a source of insights for decision-making, Rubio said.
Mercado Ads proposes that brands move from Big Data to Creative Data through the generation of qualified, personalized and transactional audiences that allow them to generate real connections with their target.
The winning cases
‘1,000 skin tips’, campaign by LOreal which won a Silver award in the CX/UX category at MMA Smarties LatAm, an example of this trend and the power of combining data and creativity.
We start from a insight coming from information about consumer behavior on Mercado Livre, which indicated that, in the case of skin care products, the majority of purchasing decisions are defined mainly by personalized recommendations. Based on this information, we decided to transform the shopping experience in marketplace in a space of personalized education and consultation. We created a collection of 1,000 skin care tips and, through five landing pages interconnected and perceived as one, we transformed the ecosystem into a space for consultation, research and learning with a multitude of pieces that provided personalized tips throughout the market, says Luisa Castaneda, head of Top Brands at Mercado Livre in Mexico, about the campaign carried out in conjunction with Media.Monks for LOreal.
The campaign achieved more than 14.9 million impressions and a 9.5x increase in purchase intent, improving brand favorability and online advertising awareness and proving not only the success of the strategy, but the potential of using creative campaigns. For brands, it was essential to base creative strategies on real insights, coming from the behavioral data of the millions of users visiting the e-commerce platform.
On the other hand, ‘Influsellers’ and ‘Nightography’, the Samsung developed in conjunction with Media.Monks and Mercado Ads for the launch of the new Samsung Foldables and night cameras, were winners with a gold and a silver award at MMA Smarties LatAm in the Influencer and Creator Marketing and E-commerce/Retail Media categories, respectively. This last category, opened for the first time this year, seeks to recognize those campaigns that demonstrated the best marketing solutions and strategies focused on retail operations in general.
Awards are events of great importance for the sector and the fact that this year the Retail Media category was introduced demonstrates the enormous potential that advertising campaigns on advertising platforms have. e-commerce have to contribute to brands and advertising agencies. At Mercado Ads, we are happy to be able to help our clients achieve their goals and we are proud that many of the campaigns carried out together are finalists and winners in industry awards, being clear examples of the positive impact of creative data for brands”, comments Pablo Garca, VP Marketing Commerce at Mercado Livre in Argentina.
The ‘Influsellers’ campaign, also nominated for the LatAm EFFIEs Awards, generated an innovative crossover by proposing an influencer campaign on social media that connected with the largest social media platform. e-commerce of Latin America.
The proposal brought together a team of influencers to speak to the public with specific discount coupons that each one shared on their networks. In this way, influencers created a series of fun content showing everything that influencers smartphones they could make and share coupons when purchasing equipment through the link to the platform. This connection made it possible to generate a new intersection in the consumer journey, which few brands can achieve, as well as demonstrating the ROI that was generated from each influencer through the measurement of specific sales numbers on the platform.
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