The CVLB Group, which encompasses the CASA&VIDEO and Le biscuit retail networks, announces the launch of the business, CVLB Ads, a media platform aimed at connecting advertisers and consumers directly through the group’s sales channels. Based on the Retail Media model, the initiative marks a new era for the networks, offering more immersive and personalized experiences to their customers.
With over 5 million monthly visitors on its digital channels and a base of more than 1 million customers in participating stores per month, CVLB Ads promises to enhance the efficiency of commercial partners. “With CVLB Ads, we take an important step in the evolution of our business model, combining technology and data to offer more personalized experiences to our customers. Additionally, we create a relevant opportunity for brands to connect with the consumer at the decisive moment of the buying journey,” highlights Moacir Gomes, Marketing and Ecommerce Director of the CVLB Group.
For the consumer, CVLB Ads will provide a differentiated experience, with strategically developed campaigns to impact both the digital environment and physical stores. The platform delivers highly relevant content, aligned with individual preferences, facilitating choices and making the buying journey more practical, personalized, and engaging.
Retail Media: a rising market
Retail Media is one of the big bets in the market. According to a study by the Boston Consulting Group (BCG) in partnership with Google, retail media is expected to generate around $75 billion in profit by 2026, with an annual growth of 22% in advertiser spending. In Brazil, the Retail Media Insights survey by Newtail revealed that 79% of industries already work with this model due to its end-to-end measurability.
Integrated on and off strategies
The CVLB Ads will be structured in two pillars: onsite, with performance media within the site and app of the two brands (CASA&VIDEO and Le biscuit), and In-store, with a circuit of over 100 screens. The pilot project was implemented in selected stores of the two banners in different regions of Brazil.
In the digital environment, there will be three main formats to enhance the results: search, banners with static content, and videos. These ads are strategically positioned on the homepage, search pages, categories, and login area, ensuring high visibility and impact. In physical stores, consumers will be impacted through internal screens, shop windows, and the innovative Store-In-Store spaces, a format exclusively introduced by CVLB in Brazil.
With CVLB Ads, brands have the opportunity to work in an integrated and strategic way, connecting the online and physical worlds and bringing to the Brazilian market the true omnichannel retail media experience. Personalized ads, displayed in different formats and moments, bring qualified content to facilitate decision-making, creating a more efficient and impactful shopping journey.
Partnership with MindgruveMacarta
To consolidate the project, the CVLB Group relies on the expertise of MindgruveMacarta, a global reference in retail media. The American agency, which has offices in Brazil, Mexico, Spain, and England, operates comprehensively in the US, LATAM, and Europe markets. This partnership brings a combination of technology, data, and market intelligence to CVLB Ads.
MindgruveMacarta plays a key role in structuring the project and will continue alongside CVLB Ads as a strategic consultant in retail media. The partnership ensures that CVLB Ads is always ahead, aligned with the highest global market standards and bringing continuous innovation to its operations.
“We are very excited about the launch of CVLB Ads. CASA&VIDEO and Le biscuit networks are a powerhouse for brands looking to strategically position themselves in physical stores and online channels of the stores. The Retail Media In-Store movement is the future for the consolidation of an integrated 360 strategy within retail,” says Ana Amorim, VP of International Business at MindgruveMacarta.
