Digital Strategist. Regional Analyst. Journalist. Estratega digital. Analista regional. Periodista.
"With strong fan engagement and record-setting audiences, Eurovision offers a playbook on how to connect through shared cultural experiences—no glitter cannon required," said Matteo Ceurvels, EMARKETER's principal analyst for Latin America and Spain.
Read MoreAustria’s JJ may have taken home the trophy at Eurovision 2025 with his song “Wasted Love,” but broadcasters, brands, and the city of Basel walked away as the true winners of the world’s biggest music competition. Held on May 13, 15, and 17, the contest brought together artists from 37 countries who battled it out to become this year’s champion. With record-setting viewership, high-impact brand campaigns, and a major economic windfall for the Swiss host city, Eurovision once again proved it delivers far more than just earworms and catchy tunes.
Read More“Latin America’s commerce media ecosystem is rapidly evolving as nonretail players look to monetize their own first-party data,” said Matteo Ceurvels, EMARKETER’s principal analyst for Latin America. “But unlike in the US, the convergence of retail and financial services in Latin America is giving rise to a distinct multi-industry model, shaping the next evolution of the region’s multibillion-dollar digital advertising market.”
Read More“Latin America saw a massive wave of digitalization in response to the COVID-19 pandemic, but its transformation is far from over,” said Matteo Ceurvels, EMARKETER’s principal analyst for Latin America and Spain. “The pace of digitization has varied across the region, with Mexico emerging as a more mature outlier.”
Read More"Advertisers are satisfied with retail media networks (RMNs), but challenges around measurement, attribution, and industry standardization persist," said EMARKETER's Matteo Ceurvels. "Retailers that address these pain points and align with advertisers’ top priorities will position themselves for success as competition for ad dollars intensifies."
Read MoreInsider 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.
Read MoreRetail 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.
Read MoreTraditional 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.
Read MoreLa 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.
Read Moremediasmart, la plataforma omnicanal para publicidad programática, junto con Logan, una empresa de tecnología móvil y big data para agencias y empresas, y eMarketer | Insider Intelligence, una empresa de investigación de mercado basada en suscripción que brinda información y tendencias relacionadas con el marketing digital, los medios y commerce, lanza un estudio sin precedentes sobre la evolución exponencial de la CTV y las preferencias de los usuarios en este dispositivo en América Latina.
Read Moremediasmart, the omnichannel platform for programmatic advertising, together with Logan, a mobile technology and big data company for agencies and enterprises, and eMarketer | Insider Intelligence, a subscription-based market research company that provides insights and trends related to digital marketing, media, and commerce, launch an unprecedented study on the exponential evolution of CTV and user preferences in this device, across Latin America.
Read MoreAd spending in Latin America quickly rebounded from the devastating effects of the pandemic. While 2021 was a year of recovery, 2022 will prove to be another year of record spending, with digital in the driver’s seat.
Read MoreThe 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.
Read MoreIn 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.
Read MoreRetail 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.
Read MoreTikTok’s adoption has exploded in Latin America. In eMarketer | Insider Intelligence’s inaugural forecast, we estimate that TikTok surpassed the 100 million user mark in the region last year. In 2022, users will surge 12.8% year over year (YoY) to 136.1 million. More than 3 in 10 internet users will be on the platform.
Read MoreA medida que esta competencia se intensifica, el aumento en la oferta de servicios de streaming y la fractura de las bibliotecas de contenido obligarán a los consumidores mexicanos a priorizar las plataformas que más valoran. También crearán una oportunidad única para que las plataformas más baratas, o sostenidas por publicidad, se adentren y ganen cuota de mercado entre los consumidores conscientes de los precios.
Read MoreThe proliferation of streaming services, and the fracturing of content libraries, will ultimately force consumers in Latin America to decide which platforms they value most. This will also create a unique opportunity for cheaper and free ad-supported platforms to swoop in and gain market share among the more price-conscious consumers.
Read MoreThis report features our latest forecasts for ad spending in Latin America, including six markets: Argentina, Brazil, Chile, Colombia, Mexico, and Peru. It also examines six key regional trends in 2021 and beyond.
Read MoreThe 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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