Matteo Ceurvels

Digital Strategist. Regional Analyst. Journalist. Estratega digital. Analista regional. Periodista.

Latin America Trends to Watch in 2024: 5 Ways Retail Media, Commerce, and AI Will Redefine the Regional Market

January 05, 2024 by Matteo Ceurvels in Article

Insider 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.

Latin America Marketing and Retail Media Trends Survey 2023: How 18 Retail Media Networks Stack Up Among Ad Buyers in Latin America

September 01, 2023 by Matteo Ceurvels in Article

Retail 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.

Out-of-home, radio ads aid Latin America's traditional media spending rebound

June 16, 2023 by Matteo Ceurvels in Article

Traditional 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.

Tendencias a tener en cuenta para 2023 en Latinoamérica: Nuevas oportunidades en retail media, ecommerce en vivo y AVOD

January 13, 2023 by Matteo Ceurvels in Article, Español

La 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.

Latinoamericanos consolidan consumo de CTV frente a TV tradicional

November 16, 2022 by Matteo Ceurvels in Article, Español

mediasmart, 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.

Latin Americans consolidate CTV consumption over traditional TV

November 16, 2022 by Matteo Ceurvels in Article

mediasmart, 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.

Latin America Ad Spending 2022: 4 Key Figures and Trends for the Year Ahead

July 06, 2022 by Matteo Ceurvels in Article

Ad 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.

Online shoppers in Latin America turn to retailers’ websites instead of search engines for product research

May 02, 2022 by Matteo Ceurvels in Article

The 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.

Performance-driven ad formats dominate Latin American retail media markets

April 25, 2022 by Matteo Ceurvels in Article

In 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.

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

April 25, 2022 by Matteo Ceurvels in Article

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.

TikTok now has more than 100 million users in Latin America

February 25, 2022 by Matteo Ceurvels in Article

TikTok’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.

En México, el video gratuito sostenido por publicidad tiene ventaja sobre los modelos de suscripción

May 13, 2021 by Matteo Ceurvels in Español, Article

A 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.

In Latin America, free ad-supported video has the edge

May 13, 2021 by Matteo Ceurvels in Article

The 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.

Latin America Ad Spending 2021: 6 Key Figures and Trends for a Post-Pandemic World

May 13, 2021 by Matteo Ceurvels in Article

This 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.

Digital Ad Spending in Latin America Is Growing Despite Market Volatility

July 20, 2020 by Matteo Ceurvels in Article

The 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.

VIDEO: Marketing in Uncertain Times with MercadoLibre Advertising

April 06, 2020 by Matteo Ceurvels in Interview, Article

Juan Lavista, LATAM marketing and insights head at MercadoLibre Advertising, speaks with eMarketer vice president of business development Marissa Coslov about the ecommerce technology firm's response to the coronavirus pandemic, how marketers are adjusting their advertising campaigns in the wake of the crisis, and the most searched products in Latin America.

How Did Chile’s Political Crisis Affect Its Digital Ad Market?

March 13, 2020 by Matteo Ceurvels in Article

With Chile’s GDP growth slashed and retail losses estimated at more than $1.40 billion, none of its major industries—including the digital advertising industry—emerged unscathed by the crippling social unrest this past fall after Santiago Metro’s subway fare hike sparked mass protests about higher costs of living, privatization and widespread inequality.

La publicidad digital crece en Perú a medida que la Ley Mulder restringe la publicidad en los medios de comunicación privados

April 04, 2019 by Matteo Ceurvels in Español, Article

La rebaja de eMarketer sigue a la ratificación del Proyecto de Ley 2133 hace un año—que se le conoce más comúnmente como la Ley Mulder—cuyo objetivo era bloquear a las empresas estatales, así como a entidades de gobierno nacionales y locales, de la publicidad en medios de comunicación privados.

Digital Advertising Grows as Mulder Law Restricts Advertising on Private Media in Peru

April 04, 2019 by Matteo Ceurvels in Article

eMarketer’s downgrade follows ratification of Bill 2133 one year ago—more commonly known as the Mulder Law—which aimed to block state companies, as well as national and local governments, from advertising on private media.

Latin America Digital Ad Spending 2019: As More Consumers Turn to Digital, Ad Spending Grows

March 29, 2019 by Matteo Ceurvels in Article

Digital advertising in Latin America remains lower than the global average, inhibited by relatively low digital penetration and the sheer power of TV within the region. However, as more people come online for the first time, brands are making digital an integral part of their media strategy to better connect and engage with consumers across all channels.