Mario Meirelles, senior director of Mercado Ads, says that the idea is to explore new partnerships with publishers to expand penetration
With the formalization of the partnership with Disney+, the Mercado Ads platform expands its scope in the country by being at the forefront of advertising sales on the streaming channel.
“In 2023, Mercado Ads recorded 1.6 billion clicks on ads and served 456.8 million ads. With Disney+, the expectation is to increase these numbers, attracting more advertisers and offering more personalized and targeted campaigns, which can result in a higher return on investment for advertisers,” explains executive Mario Meirelles, senior director of Mercado Ads in the Brazilian business.
He adds that the idea is to explore new partnerships with publishers to expand penetration, with the aim of creating a diversified ecosystem that allows advertisers to access more audiences and contexts.
How will the Mercado Ads agreement with Disney work?
It will enable the integration of ads on the Disney+ streaming platform in Latin America. The alliance was implemented with the launch of ‘Disney+ with advertising’, offered through the Meli+ benefits program. Mercado Ads will be responsible for marketing and serving its clients’ ads on the Disney+ streaming platforms, using user demographic and behavioral data for precise and personalized targeting. Disney BridgeID technology will connect Disney’s Audience Graph with advertiser data, enabling more effective campaigns. Ads will be integrated in a way that does not interrupt the user experience, providing a balance between advertising and content. This partnership aims to expand advertisers’ reach by leveraging Disney+’s subscriber base and Mercado Ads’ advanced targeting capabilities, creating a more robust and effective digital advertising ecosystem.
What is the purpose and impact of Mercado Ads?
Expand Mercado Ads’ digital advertising capabilities by providing advertisers with access to high-quality programmatic inventory on one of the world’s most popular streaming platforms. This agreement strengthens Mercado Ads’ position not only as a leader in retail media in Latin America, integrating advanced audience solutions and Disney+ targeting technologies, but also as a general media player, operating across the entire communication funnel. The expected impact is significant, not only in terms of reach and effectiveness of advertising campaigns, but also in terms of technological innovation and the ability to offer an enhanced user experience. In 2023, the Mercado Ads platform recorded 1.6 billion ad clicks and served 456.8 million ads. With the partnership with Disney+, the expectation is to increase these numbers, attracting more advertisers and offering more personalized and targeted campaigns, which can result in a higher return on investment for advertisers.
Are there plans to expand this type of initiative with publishers? Are there already others?
Yes, Mercado Ads is always looking for new strategic partnerships to expand its offerings and improve the effectiveness of advertising campaigns for its advertisers. The partnership with Disney+ is an example of how Mercado Ads is expanding its reach and integrating new targeting and personalization technologies. While the collaboration with Disney+ is a significant milestone, the company continues to explore opportunities with other publishers and digital media platforms. The goal is to create a diverse and comprehensive ecosystem that allows advertisers to access a variety of audiences and contexts, enhancing the effectiveness of their campaigns. At this time, we cannot disclose specific details about other partnerships, but it is safe to say that Mercado Ads’ strategy includes the continued expansion of its inventory and the inclusion of new platforms that complement its current capabilities, always offering more value to advertisers and users.
How does it contribute to brand communication?
By providing a robust digital advertising platform that integrates demographic, behavioral and transactional data to create highly personalized and effective campaigns. Through retail media solutions, Mercado Ads enables brands to reach consumers at key moments in the purchasing journey, increasing the relevance and impact of ads. With access to Mercado Libre’s vast database, brands can target their audiences with precision, ensuring that their messages reach the right consumers at the right time. In addition, advanced analytics tools provide valuable insights into consumer behavior, allowing real-time adjustments to campaigns to optimize results. The ability to serve ads in multiple formats, such as banners, videos and sponsored content, also helps brands maximize visibility and engagement with their target audiences, strengthening brand awareness and driving sales.
How big is Mercado Ads’ inventory?
We do not disclose these numbers, but Mercado Ads currently guarantees scalable advertising delivery on three major platforms: Mercadolivre.com.br, Mercado Pago and Disney+. In addition, we have specific projects and partnerships for deliveries on third-party inventories on social networks and other publishers. Therefore, we are talking about tens of millions of users being impacted daily in a variety of inventories and formats.
Read the full interview in the edition of propmark July 29, 2024