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

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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.

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.

Key Points

  • 2020 and 2021 were foundational years for the development of retail media networks in Latin America. Eight companies had either launched or rebranded their retail media solutions in the past two years. Many of their ecommerce websites now have sufficient user traffic to make them viable places for ad investment.

  • The recovery of ad spending in Latin America will add fuel to the fire for retail media as brand marketers look to convert consumers closer to the point of purchase. Performance-driven ad formats, such as sponsored search, will represent the lion’s share of their retail media ad buys.

  • Retailers’ websites have chipped away at search engines’ dominance at the onset of the buyer journey. Consumers have put them on equal footing with mainstream search engines like Google or Bing as their go-to source for product research. These behavior shifts have prompted marketers to tap retail media networks to reach these intent-driven shoppers.

  • Marketers should act quickly while the return on ad spending (ROAS) is off the charts. Those that get in now with a holistic retail media strategy for the entire year will be one step ahead as competition heats up and the need to find newer pockets of value intensifies.

Read the full report here.