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Latin America’s retail media ecosystem is expanding fast as new players, formats, and solutions draw in more ad dollars. But limited self-service offerings and the lack of standardized metrics hinder its full potential.
Read More“Retail media ad spending in Latin America will surpass 10% of digital ad spending in 2025 for the first time and more than double by 2029,” said EMARKETER principal analyst Matteo Ceurvels. “Brands need to act quickly to localize in top-growth markets.”
Read MoreEMARKETER’s inaugural Mexico Ad Spending Benchmarks collection provides forecasts and insights for total media, digital, search, display, retail media, connected TV, and social network ad spending to enable direct benchmarking against the market.
Read MoreEMARKETER’s inaugural Brazil Ad Spending Benchmarks collection provides forecasts and insights for total media, digital, search, display, retail media, connected TV, and social network ad spending to enable direct benchmarking against the market.
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 MoreLatin America’s evolving political and economic landscape will drive transformation this year—particularly in booming digital markets like Mexico and Brazil. But even as growth and innovation expand, cross-border and social media challenges may present hurdles.
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 MoreThe Disney-Mercado Libre tie-up comes as retail media is set to reach fresh highs in Latin America, giving the Google-Meta ad duopoly a run for its money. Mercado Libre will fuel much of the growth as it accounts for more than half of the region’s total retail media ad outlays. Mercado is harnessing new technologies to compete for marketing dollars that have been difficult to attain.
Read More“An early market mover, Mercado Libre is beating Amazon at its own game in Latin America,” says EMARKETER principal analyst Matteo Ceurvels. The former is expected to represent more than half of all retail media ad spending in the region, while the latter continues to lose share to local players in Brazil and Mexico.
Read MoreRetail media ad spending in Latin America will triple in size between 2024 and 2028, rising from $1.84 billion to $5.45 billion, and representing 15.6% of the region’s digital ad market. Although the majority of retail media ad spending is concentrated in the region’s two largest economies, Brazil and Mexico, several major retailers are making their ad offerings available in smaller yet lucrative markets, like Chile, Colombia, and Peru, writes EMARKETER analyst Matteo Ceurvels.
Read MoreRetail media is taking Latin America by storm as advertisers anticipate the cookieless future. With more robust ad formats and solutions emerging, retail media spending will rise to nearly $2 billion in 2024, according to our inaugural EMARKETER forecast.
Read MoreInsider Intelligence | eMarketer anunció la publicación de su informe anual sobre las principales tendencias de este año en publicidad, comercio y retail media en América Latina. La edición 2024 del informe revela nuevos pronósticos e investigación primaria y destaca cinco tendencias que, según el analista principal Matteo Ceurvels, redefinirán el mercado regional en los próximos meses.
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 MoreOs motores de busca tradicionais perderam espaço na disputa pela preferência dos consumidores que pesquisam produtos para comprar pela internet. Segundo estudo do eMarketer | Insider Intelligence, realizado pelo Livepanel, os sites de varejo são hoje a principal fonte de pesquisa de produtos entre os latino-americanos, à frente, inclusive, das redes sociais.
Read MoreInsider Intelligence | eMarketer’s survey, conducted by Livepanel, explores how consumers in Latin America research products, the formats they prefer most, and the influence of sponsored product ads on their purchase decisions. It also provides marketers with actionable insights into how to best position their brands on the path to purchase.
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 MoreLatin America’s $1 billion retail media market boasts some of the highest return on ad spending in the world. Amid worsening economic conditions, marketers are turning to retailers to deliver performance advertising and results at scale. Flush with data and innovative ad formats, several retail media frontrunners are already emerging—and revolutionizing the ad industry as we know it.
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