Digital Strategist. Regional Analyst. Journalist. Estratega digital. Analista regional. Periodista.
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.
Read MoreRetail 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.
Read MoreTikTok’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.
Read MoreNearly 400 million people in Latin America will use social networks in 2022. Facebook remains the region's biggest platform, but it will experience its slowest user growth on record this year as TikTok and Instagram make gains.
Read MoreLos consumidores de América Latina van por las marcas que ven los problemas sociales y de gobierno.
Read MoreOver the past two years, retail ecommerce in Latin America has experienced unprecedented growth. Now, although people are returning to physical stores, consumers have fully embraced buying online, paving the way for long-term growth in the region.
Read MoreThis report analyzes H1 2021 retail ecommerce sales figures for seven companies in Latin America, including Mercado Libre, Magazine Luiza, and Falabella. It also explores key trends that are helping to fuel ecommerce growth at each of these companies.
Read MoreBrands will need to look beyond climate change lip service and create strategies that address consumers’ specific concerns in each of the markets they operate in Latin America.
Read MoreLatin America is no stranger to change, but consumers’ quick embrace of new digital habits grew at an unprecedented rate and scale like never before during the pandemic. In 2022, expect a surge in digital payment adoption, a change in consumer expectations around ecommerce, a struggle with sustainability issues, an embrace of social media by small businesses, and the rise of retail media networks in Latin America.
Read MoreAccording to eMarketer, next year, more than half (51.1%) of retail ecommerce sales in Latin America will take place on mobile devices for the first time—a figure equal to $75.65 billion.
Read MoreMany consumers in Latin America are no longer content to let brands sit on the sidelines of tough conversations. The events of 2020 have increased the public’s expectation that companies will take a stand on top-of-mind social causes, such as discrimination, poverty, and climate change.
Read MoreLatin America is a region of many paradoxes. It is home to one of the world’s most racially diverse populations, yet many groups remain underrepresented or stereotypically portrayed in the advertising there.
Read MoreThis analyst take explores how brands in Latin America are striving to be more inclusive, especially of groups who have been historically underrepresented, excluded, and stereotypically portrayed in advertising.
Read MoreA 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.
Read MoreThe 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.
Read MoreThis 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.
Read MoreConsumers in Europe increasingly see brands in a much broader context. The public is becoming more alert to the ways companies and brands go beyond advertising and marketing to make other positive contributions—or not. The converse also applies: Brands that don’t step up to the plate, or are linked with counterproductive actions, can easily lose consumer approval.
Read MoreIt’s no secret that consumers in Latin America are notoriously heavy social network users. Now, TikTok is benefiting from that love of online socializing where its blend of music, dancing, and video is attracting a growing audience—inevitably challenging Facebook’s dominance in a region where social media usage has historically been synonymous with Facebook products.
Read MoreLatin American ecommerce giant Mercado Libre has benefitted immensely from the pandemic, as stay-at-home orders forced consumers to buy online. According to our inaugural forecast on Mercado Libre, the online marketplace’s sales will surge 46.5% in Latin America by the end of 2020, to $20.51 billion. And it still has room to grow in several key markets—even where it already dominates.
Read MoreEl impresionante crecimiento de América Latina le permitirá asegurarse un lugar como el mercado de comercio electrónico minorista regional de más rápido crecimiento de este año a nivel mundial por primera vez desde que comenzamos a cubrir la región en 2009.
Read More