Oliver launches a study with the objective of attesting to the growth of retail media in Brazil in 2023
Retail media arrives in Brazil as the third and most recent wave of digital marketing. In a way driven by the pandemic and the death of cookies, the practice forced people to embrace digital media once and for all as a consumption channel and brands to seek a more special relationship with the consumer.
With the new scenario, retail chains have become the media themselves and now have a direct channel to establish a dialogue with the consumer through their digital channels such as apps and websites.
Thinking about attesting to the growth of retail media in Brazil, Oliver presents the study Retail Media – Creativity to be in the right place, at the right time, which brings together research and analysis by various specialists in the communication market on growth and the importance of strategies of marketing on retail digital media platforms.
The study has the participation of leaders from companies such as Mercado Livre, Danone, dp6 and Mimo Live Sales and compiles several surveys, such as that of IAB Brasil.
According to a forecast by IAB Brasil, advertising investment in marketplaces in Brazil should grow 550% by the end of 2023, with chances of reaching revenues of R$ 2.6 billion. GroupM also predicts that advertising by retail companies will report investments of $101 billion globally.
For the study, regardless of the exact amount it will reach, retail media will certainly show high growth rates. Dentsu’s Global Ad Spend Forecast 2023 shows that this average will lead the growth of digital advertising in the world in 2023, with a 22% increase, surpassing traditional investments.
Retail Media no Brasil
According to Comscore, there are currently 131.5 million people connected to the internet in Brazil and 90% of these users browse in the Retail category, equivalent to 117.8 million people.
Leading e-commerce audiences is Mercado Livre with a 13.9% share, while Shopee (9.5%) and Amazon Brasil (6.7%) complete the Top 3.
“Retail Media has enormous potential and an opportunity for brands and agencies to use it as a communication channel and capitalize on it to accelerate business growth. It is worth reinforcing its three main advantages: proprietary data, solutions throughout the purchase decision journey and massive reach with a buying mindset. In this scenario, the ecosystem of an e-commerce remains key to advertising positioning. So much so that a study by eMarketer predicts that, in 2023, US$ 1 in every US$ 5 spent on advertising digital go to e-commerce”, says Daniela Keller, head of Agencies Mercado Ads, from Mercado Livre.
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