The Retail Media market continues to grow rapidly in Brazil, but its understanding is still surrounded by many misconceptions. Recently, we conducted an internal survey with experts from RelevanC to identify and debunk the main myths of this segment. The answers were revealing: each professional brought valuable insights that help clarify the true potential of this strategy that has already revolutionized retail. Check out the myths we will debunk:
It all comes down to ROAS
“Thinking that it all comes down to ROAS is a view that limits the potential of campaigns, ignoring shopper understanding and key metrics such as new shopper acquisition and lifetime value, for example. Retail Media goes beyond quick results, being a powerful strategy for market expansion, loyalty, and long-term growth,” explains Rafael Schettini, Head of Data & AdOps at RelevanC.
This point is essential for those who truly want to leverage Retail Media to its full potential. By reducing metrics and analysis exclusively to immediate return on advertising spend (ROAS), more strategic data such as new customer acquisition and long-term customer value (lifetime value) are overlooked. When well executed, Retail Media allows building a solid base of new customers and driving loyalty strategies, significantly contributing to the continuous growth of brands, not just immediate results.
Digital is not the only focus
Retail Media is not just about digital. “In most brick&click retailers, transactions occur in physical stores, and the ability to connect online impressions with on and offline conversions is what differentiates in this booming Retail Media market.” observes Luciane Luza, Senior AdOps Analyst at RelevanC.
This is an important reality of our market: most retail transactions still occur in physical stores. The strategic differentiator of Retail Media lies precisely in the ability to unite these two worlds, digital and physical. Brands and retailers must understand that Retail Media is not limited to digital but enhances physical operations through the integration of data and behavioral insights obtained on digital platforms, allowing for a deeper and more complete understanding of consumer purchasing behavior.
Retail Media investment comes from the Trade Marketing budget
“In fact, Retail Media goes beyond the traditional scope of Trade. Many activations happen off-site (programmatic media, social media activation, CTV), reaching consumers outside the retail environment. Budgets from Branding, Performance, Marketing, and Media areas also need to join the game, as Retail Media delivers results in both awareness and conversion. More innovative brands are even creating new specific budgets for Retail Media and measuring incrementality and brand lift in this new scope,” explains Amanda Passos, Data Coordinator at RelevanC.
For many years, Retail Media was seen exclusively as an evolution of Trade Marketing. However, this approach is outdated given the reach and results provided by retail media today.
Retail Media demands a more strategic and integrated vision that goes beyond trade, bringing budgets from Branding, Performance Marketing, Communication, and Media. Major advertisers have already realized that a specific budget for Retail Media is a strategic investment in awareness, conversions, and brand strengthening, showing how this discipline is truly multidimensional.
Retail Media is just about traffic and visibility
“Retail Media not only increases visibility but directly influences consumer purchase decisions at the crucial moment. By strategically placing ads on retail platforms, brands can impact consumers when they are most likely to make a purchase, significantly increasing conversion rates. This strategy allows brands to connect with consumers at all stages of the sales funnel, from awareness to the final purchase decision,” Bruna Cioletti, Senior Account Manager at RelevanC.
The truth is that Retail Media is more than a visibility tool. It is a strategy capable of directly influencing consumer decisions at the most critical moment, the purchase.
Strategically positioning ads, reaching consumers in the right context and moment, generates a profound impact on conversions. Moreover, Retail Media offers comprehensive action throughout the sales funnel, from brand recognition to the final purchase decision, making it a powerful tool to ensure concrete results at every stage of the consumer journey.
Retail Media is only for immediate sales
“Although Retail Media’s conversion capability is one of its great assets, restricting this strategy only to short-term sales is a mistake. When well planned, Retail Media also contributes to brand building, increased recognition, and consumer loyalty. It allows brands to maintain a constant presence throughout the customer journey, not just at the final purchase decision stage,” explains Caroline Mayer, VP of RelevanC in Brazil.
This myth is one of the most common—and one that most limits brands’ view of Retail Media’s potential. Indeed, its ability to impact consumers at the moment of purchase is undeniable. However, this impact extends far beyond immediate sales. By maintaining a continuous and relevant presence in retail’s digital and physical environments, brands build lasting relationships and increase their recall in consumers’ minds.
Well-used Retail Media integrates awareness, consideration, and loyalty campaigns, becoming a strategic asset to accelerate spot sales and sustain brand growth in the long term. It is an evolution of campaign logic: from isolated actions to an “always-on” presence aligned with shopper behavior throughout the entire purchase journey.
The true potential of Retail Media
These myths and their respective debunking by our experts demonstrate that Retail Media goes far beyond what many still believe. This modality is not just a tool for immediate results, an exclusively digital strategy, or just another investment line within Trade Marketing. It is, above all, a strategic discipline that unites digital and physical, integrates different marketing areas, influences purchase decisions at critical moments, and generates sustainable long-term results.
For brands and retailers who want to navigate this transforming landscape successfully, it is necessary to overcome these limiting perceptions and embrace the true potential of Retail Media. Only then can they ensure concrete and lasting results, delivering complete and consistent experiences for their customers and consumers.
