Latin America Trends to Watch in 2024: 5 Ways Retail Media, Commerce, and AI Will Redefine the Regional Market

Insider Intelligence | eMarketer announces the publication of its annual report on this year’s top advertising, commerce, and retail rends to watch in Latin America. The 2024 edition features a treasure trove of brand-new proprietary forecast and primary research data and highlights 5 trends that principal analyst Matteo Ceurvels expects will redefine the regional market in the months ahead.

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Latin America Marketing and Retail Media Trends Survey 2023: How 18 Retail Media Networks Stack Up Among Ad Buyers in Latin America

Retail media is quickly becoming an integral part of ad buyers’ digital advertising strategies in Latin America. Our first-ever regional survey delves into retail media’s emerging role as a leading marketing touchpoint and advertising destination, the key players in Latin America, and how the regional landscape will evolve over the next 12 months.

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Out-of-home, radio ads aid Latin America's traditional media spending rebound

Traditional media ad spending in Latin America will return to pre-pandemic levels this year, according to eMarketer | Insider Intelligence’s latest forecast. As digital formats continue to gain more ad dollars, traditional media like radio and out-of-home advertising will still play an important role. Though, their respective shares of paid media outlays will continue to decrease through 2027.

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Tendencias a tener en cuenta para 2023 en Latinoamérica: Nuevas oportunidades en retail media, ecommerce en vivo y AVOD

La economía digital de América Latina está desafiando la tendencia mundial de lento crecimiento. En 2023, se espera cambios en los hábitos de búsqueda, una rápida adopción del comercio electrónico de transmisión en vivo y nuevas opciones de transmisión sustenido por publicidad para acelerar la transformación digital de la región.

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Online shoppers in Latin America turn to retailers’ websites instead of search engines for product research

The preference of online shoppers in Latin America to conduct pre-purchase product research on search engines like Google is losing out to a new habit of researching via the sites of multicategory retailers like Amazon and Mercado Libre.

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Performance-driven ad formats dominate Latin American retail media markets

In Latin America, ad buys on ecommerce channels consist of lower-funnel actions like sponsored product ads. Although brands are shifting spending to more upper-funnel formats, such as sponsored display and video, these performance-driven formats will remain the cornerstone of marketers’ retail media strategies in the near term.

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Latin America Retail Media Advertising 2022: Double-Digit Gains in Digital Advertising and Retail Ecommerce Sales Spark New Opportunities for Brand Marketers

Retail media, while still nascent, has become a boon for marketers in Latin America in an increasingly competitive digital landscape. Ecommerce is reaching new heights, and brands vying to reach intent-driven shoppers with the right message at the right time will turn to retail media networks for their marketing strategies in 2022.

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Digital Ad Spending in Latin America Is Growing Despite Market Volatility

The fallout from the coronavirus and the political turmoil seen throughout the region in recent months will have more negative consequences for traditional media this year than for digital media. While we expect traditional media outlays to decrease by 17.5%, digital will continue to grow in terms of share and real investment as advertisers pivot their ad budgets toward online channels amid market volatility.

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La publicidad digital crece en Perú a medida que la Ley Mulder restringe la publicidad en los medios de comunicación privados

La rebaja de eMarketer sigue a la ratificación del Proyecto de Ley 2133 hace un año—que se le conoce más comúnmente como la Ley Mulder—cuyo objetivo era bloquear a las empresas estatales, así como a entidades de gobierno nacionales y locales, de la publicidad en medios de comunicación privados.

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