Retail media advertising sits at the intersection of two major digital disruptions unfolding in Latin America: the meteoric rise of ecommerce and reallocation of ad dollars toward digital formats. While still nascent, retail media will play a larger part of brands’ marketing strategies in 2022.
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.
3KEY QUESTIONS THIS REPORT WILL ANSWER
How big is the retail media opportunity in Latin America?
Who are the leading retail media players in the region?
What are the opportunities for brands looking to grow their presence on retailers’ media networks in Latin America?
WHAT’S IN THIS REPORT? Our first-ever overview of retail media advertising in Latin America, as well as an exploration of key trends driving market growth and opportunities for marketers this year.
KEY STAT: Mercado Libre’s and Amazon’s country-specific domains in Mexico boasted audiences greater than that of the country’s leading publishers in 2021, per Admetricks, making them attractive destinations for ad investments.
Here’s what’s in the full report
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19charts
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13expert perspectives
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Table of Contents
Executive Summary
Key Points
Understanding the Retail Media Opportunity in Latin America
Key Players in Latin America’s Retail Media Ecosystem
2 Factors that Will Drive Growth in Retail Media in 2022
Strategies for Reaching Digital Shoppers on Retail Media Networks
Co-Founder and Vice President, Strategy and Client Services
Interviewed February 1, 2022
Fernando Rubio
Mercado Libre
Vice President, Mercado Ads
Interviewed February 15, 2022
Catalina Salazar
Rappi
Global Head of Agencies and Media
Interviewed January 31, 2022
Pablo San Martín
Falabella.com
Marketing and Business Intelligence Manager
Interviewed February 28, 2022
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Extent to Which Their Marketing Channel Mix Has Changed Since Before the Pandemic According to Marketers in Latin America, by Country, June 2021 (% of respondents)
Smartphone Users in Latin America* Who Use Generic Search Terms vs. Search for a Specific Brand When Researching a Product on a Retailer's Website/Digital Marketplace**, by Demographic, Jan 2022 (% of respondents in each group)
Helpfulness of Sponsored Product Ads in Influencing Their Decision to Purchase a Product on a Retailer’s Website/Digital Marketplace* According to Smartphone Users in Latin America**, by Demographic, Jan 2022 (% of respondents in each group)
Search Results that Smartphone Users in Latin America* Consider When Researching Retail Products Digitally**, by Demographic, Jan 2022 (% of respondents in each group)
Types of Data Used by Their Companies in Planning and Implementing Campaigns According to Advertising Professionals in Mexico, 2020 & 2021 (% of total)
Extent to Which Their Marketing Channel Mix Has Changed Since Before the Pandemic According to Marketers in Latin America, by Country, June 2021 (% of respondents)
Smartphone Users in Latin America* Who Use Generic Search Terms vs. Search for a Specific Brand When Researching a Product on a Retailer's Website/Digital Marketplace**, by Demographic, Jan 2022 (% of respondents in each group)
Helpfulness of Sponsored Product Ads in Influencing Their Decision to Purchase a Product on a Retailer’s Website/Digital Marketplace* According to Smartphone Users in Latin America**, by Demographic, Jan 2022 (% of respondents in each group)
Search Results that Smartphone Users in Latin America* Consider When Researching Retail Products Digitally**, by Demographic, Jan 2022 (% of respondents in each group)
Types of Data Used by Their Companies in Planning and Implementing Campaigns According to Advertising Professionals in Mexico, 2020 & 2021 (% of total)