Latin America Retail Media Advertising 2022

Double-Digit Gains in Digital Advertising and Retail Ecommerce Sales Spark New Opportunities for Brand Marketers

Report by Matteo Ceurvels  | Apr 15, 2022
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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
Insider Intelligence Interviews
Read Next
Listen Next
Sources
Media Gallery
About This Report
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.
Topics
Digital Advertising
Retail Ecommerce Sales
Retail Media
Latin America
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
Insider Intelligence Interviews
Read Next
Listen Next
Sources
Media Gallery

Executive Summary

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.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How big is the retail media opportunity in Latin America?
  2. Who are the leading retail media players in the region?
  3. 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.

Top 15 Websites in Mexico, Ranked by Unique Visitors and Reach Among Internet Users, 2021 (millions and % reach)
E-Mail ChartDownload

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

2files

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19charts

Reliable data in simple displays for presentations and quick decision making.

13expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Understanding the Retail Media Opportunity in Latin America
    4. Key Players in Latin America’s Retail Media Ecosystem
    1. 2 Factors that Will Drive Growth in Retail Media in 2022
    2. Strategies for Reaching Digital Shoppers on Retail Media Networks
    3. Insider Intelligence Interviews
    4. Read Next
    1. Listen Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    Top 15 Websites in Mexico, Ranked by Unique Visitors and Reach Among Internet Users, 2021 (millions and % reach)Expected Investment in Advertising and Promotion Channels/Formats Among Brand Marketers in Latin America and the US, Dec 2021 (% of respondents)
    Display* Ad Valuation on Digital Marketplace Websites in Latin America**, 2019-2021 (millions and % change)Unique Visitors vs. Average Time Spent on Select Retail Ecommerce Websites in Latin America, Nov 2021 (millions vs. minutes)
    Unique Visitors vs. Page Views on Select Retail Ecommerce Websites in Latin America, 2021 (millions)Average Time Spent* per Unique Visitor on Mercado Libre Sites in Latin America, Nov 2021 (millions and minutes)
    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)Digital Ad Spending Share on Amazon Ads* Among Companies in Mexico vs. the US, by Format, Q4 2021 (% of total)
    Digital Buyers in Mexico Who Consult Search Engines* vs. Multicategory Websites** Before Deciding to Make a Purchase, Jan 2022 (% of respondents)Sources Used by Smartphone Users in Latin America* to Research a Product They Would Like to Purchase Digitally, Jan 2022 (% 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)Amazon Advertising Performance Data in Brazil, Mexico, and the US During the 2021 Cyber Five* Shopping Period, Nov 2021
    Average Cost-per-Click (CPC) for Amazon Ads in Brazil, Mexico, and the US in 2021, by Month, Jan-Dec 2021Mercado Ads Branding Strategy Data Among Select Brands* in Latin America, Jan 2021-Nov 2021 (% increase)
    Types of Data Used by Their Companies in Planning and Implementing Campaigns According to Advertising Professionals in Mexico, 2020 & 2021 (% of total)Ways in Which Internet Users in Mexico Prefer to Receive Information When Researching Online, May 2021 (% of respondents)
    Willingness to Interact with Live Commerce According to Internet Users in Brazil, Feb 2022 (% of respondents)

    Interviewed for This Report

    Fernanda Álvarez Munguía
    Levi Strauss & Co.
    Senior Brand Marketing Manager, Latin America
    Interviewed February 4, 2022
    Carlos Corona Betancourt
    Macarta
    Director General, Latin America
    Interviewed February 1, 2022
    Leonardo Corrêa
    Magazine Luiza
    Advertising Manager (Magalu Ads)
    Interviewed February 4, 2022
    Cristian Figoli
    Havas Media Group (Argentina)
    Head of Digital Product
    Interviewed January 25, 2022
    Grégoire Flatin
    RelevanC
    Head of Retail Media Solutions
    Interviewed February 1, 2022
    Helory Fontes
    Via
    Senior Marketing Analyst
    Interviewed January 31, 2022
    Everardo Matus Gayosso
    Walmart Connect México
    Digital Products Manager
    Interviewed February 22, 2022
    Alexandra Bello Mendonça
    Americanas S.A.
    Head of Americanas Advertising
    Interviewed January 31, 2022
    Blandine Multrier
    RelevanC
    Managing Director, Latin America
    Interviewed February 1, 2022
    Stephen Reagan
    Macarta
    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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    authors

    Matteo Ceurvels

    Contributors

    Paola Flores-Marquez
    Researcher, Latin America & Spain
    Andrew Lipsman
    Principal Analyst, Retail & Ecommerce
    Debra Aho Williamson
    Principal Analyst