In an era where the digitalization of retail is advancing rapidly, advertising in marketplaces emerges as a crucial trend for Brazilian industries. This phenomenon is confirmed by a recent survey conducted by ENEXT in partnership with Newtail, which reveals an accelerated growth of Retail Media in Brazil. This channel, that allows brands to promote themselves within e-commerces, is moving billions in the global market and has projections to reach US$ 110 billion by 2026
The study, that involved the participation of more than 60 companies and over 100 interviews with leaders of major retailers and industries, highlights that 79% of Brazilian industries are already working with Retail Media. Furthermore, 100% of respondents consider the model a fundamental trend for the future of retail. In the retail sector, 73% of participants have already adopted this strategy
The numbers are impressive: by the end of 2023, the expectation was that R$ 2,6 billion were invested in advertising in Brazilian marketplaces, according to IAB Brazil. Globally, Retail Media is expected to reach the mark of $110 billion in 2026, surpassing even the growth of investments in social media and search, according to eMarketer data
For the brands, Retail Media offers the possibility to maximize return on investment (ROI) through highly customizable and measurable campaigns. About 40% of industries prioritize increasing visibility in e-commerce and measuring the impact of their marketing actions more accurately. This scenario makes Retail Media especially attractive for strategies that aim to improve the performance of strategic products, with a focus on platforms like Amazon and Mercado Livre
Despite the significant progress, the study points out that 31,3% of agencies still do not work with Retail Media, what indicates a great opportunity for growth and a clear need for training in the market. About 40% of agencies claim they need more knowledge to operate more effectively in the sector, revealing a gap in specialization that can be filled with specific training and strategies
The study not only highlights relevant numbers, but also reinforces the role of Retail Media in building a more assertive communication, segmented and efficient for e-commerce. Agencies and brands that adapt to this trend will have a significant competitive advantage, providing a more integrated and personalized shopping experience, and maximizing impact and conversion into sales
As Retail Media continues to evolve, it is essential that industries and agencies invest in training and specific strategies to make the most of the opportunities offered by this promising channel. With Amazon and Mercado Livre leading the way, the future of advertising in marketplaces in Brazil seems brighter than ever
