The Retail Media market continues to grow rapidly in Brazil, but its understanding is still surrounded by many misconceptions. We recently carried out an internal survey with experts from RelevanC to identify and deconstruct the main myths in this segment. The responses were revealing: each professional brought valuable insight that helps clarify the real potential of this strategy that has already revolutionized retail. Check out the myths we're going to debunk:
It all comes down to ROAS
"Thinking it's all about ROAS is a vision that limits the potential of campaigns, ignoring the understanding of the shopper and essential metrics such as the acquisition of new shoppers and lifetime value, for example. Retail Media goes beyond quick results and is 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 anyone who really wants to use Retail Media to its full potential. By reducing metrics and analysis exclusively to the immediate return on advertising investment (ROAS), we lose sight of more strategic data such as the acquisition of new consumers and the consumer's lifetime value. Retail Media, when well executed, makes it possible to create a solid base of new customers and drive loyalty strategies, contributing significantly to the continued growth of brands, and not just to immediate results.
Digital is not the only focus
Retail Media is not just about digital. "In most brick&click retailers, transactions take place in physical stores and the ability to connect online impressions with on and offline conversions is what sets them apart in this thriving market that is Retail Media." says Luciane Luza, Senior AdOps Analyst at RelevanC.
This is an important reality in our market: most retail transactions still take place in physical stores. Retail Media's strategic differential lies precisely in its ability to unite these two universes, digital and physical. Brands and retailers need to 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 buying behavior.
Investment in Retail Media comes from the Trade Marketing budget
"In fact, Retail Media goes beyond the traditional scope of Trade. Many activations take place off-site (programmatic media, social media activation, CTV), reaching consumers outside the retail environment. Branding, Performance, Marketing and Media budgets also need to come into play, as Retail Media delivers results in both awareness and conversion. More innovative brands are even creating new budgets specifically 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 compared to the reach and results provided by retail media today.
Retail Media demands a more strategic and integrated vision that goes beyond trade, bringing in funds from the Branding, Performance Marketing, Communications and Media areas. Major advertisers have already realized that a specific budget for Retail Media is a strategic investment in awareness, conversions and brand strengthening, showing how multidimensional this discipline really is.
Retail Media is all about traffic and visibility
"Retail Media not only increases visibility, but directly influences consumers' purchasing decisions at the crucial moment. By strategically placing ads on retail platforms, brands can impact the consumer when they are most likely to make a purchase, significantly increasing conversion rates. This strategy allows brands to connect with consumers at every stage of the sales funnel, from awareness to the final purchase decision." Bruna Cioletti, Account Manager Sr at RelevanC.
The truth is that Retail Media is more than a visibility tool. It is a strategy capable of directly influencing the consumer's decision at the most critical moment, the purchase.
Positioning ads strategically, reaching the consumer in the right context and at the right time, has a profound impact on conversions. In addition, Retail Media offers comprehensive action throughout the sales funnel, from the brand awareness phase to the final purchase decision, making it a powerful tool for guaranteeing concrete results at every stage of the consumer journey.
Retail Media is only for immediate sales
"Although Retail Media's ability to convert is one of its great strengths, restricting this strategy 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 stage of the purchasing decision." explains Caroline Mayer, VP of RelevanC in Brazil.
This myth is one of the most common - and one that most limits brands' vision of the potential of Retail Media. Indeed, its ability to impact the consumer at the moment of purchase is unquestionable. However, this impact extends far beyond immediate sales. By maintaining a continuous and relevant presence in the digital and physical retail environments, brands build lasting relationships and increase their recall in the consumer's mind.
Well-used retail media integrates awareness, consideration and loyalty campaigns, becoming a strategic asset for accelerating one-off sales and sustaining brand growth in the long term. It's an evolution of campaign logic: from isolated actions to an "always-on" presence, aligned with shopper behavior throughout the entire buying journey.
The real potential of Retail Media
These myths and their respective deconstructions by our experts show 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 line of investment within Trade Marketing. It is, above all, a strategic discipline that unites digital and physical, integrates different marketing areas, influences purchasing decisions at critical moments and generates sustainable results in the long term.
For brands and retailers wishing to successfully navigate this changing landscape, they need to overcome these limiting perceptions and embrace the true potential of Retail Media. Only then will they be able to guarantee concrete and lasting results, delivering complete and consistent experiences for their customers and consumers.
