The Retail Media market continues to grow rapidly in Brazil, but its understanding is still surrounded by many misconceptions. We recently conducted an internal survey with RelevanC to identify and debunk the main myths surrounding this segment. The responses were revealing: each professional brought valuable insights that help clarify the true potential of this strategy, which has already revolutionized retail. Check out the myths we'll debunk:
It all comes down to ROAS
" that everything boils down to ROAS limits the potential of campaigns, ignoring shopper understanding and essential metrics like new shopper acquisition and lifetime value, for example. Retail Media goes beyond quick results; it's 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 truly wants to utilize 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 executed well, Retail Media allows you to build a solid base of new customers and drive loyalty strategies, contributing significantly to the continued growth of brands, not just immediate results.
Digital is not the only focus
Retail Media isn't just about digital. "In most brick-and-click retailers, transactions occur in physical stores, and the ability to connect online impressions with on- and offline conversions is what sets us apart in this booming retail media market," says Luciane Luza, Senior AdOps Analyst at RelevanC.
This is an important reality in our market: most retail transactions still occur in physical stores. Retail Media's strategic differentiator lies precisely in its ability to bridge these two worlds—digital and physical. Brands and retailers must understand that Retail Media isn't limited to digital, but enhances physical operations through the integration of data and behavioral insights obtained from digital platforms, enabling a deeper and more comprehensive understanding of consumer purchasing behavior.
Investment in Retail Media comes from Trade Marketing funds
"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. Budgets from the Branding, Performance, Marketing, and Media areas also need to be included, 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 within 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 proving outdated compared to the reach and results delivered by retail media today.
Retail Media demands a more strategic and integrated vision that goes beyond the trade, bringing together resources from the areas of Branding, Performance Marketing, Communications, and Media. Major advertisers have already realized that a dedicated Retail Media budget is a strategic investment in awareness, conversions, and brand strengthening, demonstrating how multidimensional this discipline truly is.
Retail Media is just 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 reach consumers when they're 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," said Bruna Cioletti, Senior Account Manager at RelevanC.
The truth is that Retail Media is more than a visibility tool. It's 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 time, has a profound impact on conversions. Furthermore, Retail Media offers comprehensive coverage across the entire sales funnel, from brand awareness to the final purchase decision, making it a powerful tool for ensuring concrete results at every stage of the consumer journey.
Retail Media is only for immediate sales
"While Retail Media's conversion capacity is one of its greatest strengths, limiting this strategy to short-term sales alone is a mistake. When well-planned, Retail Media also contributes to brand building, increased awareness, and increased customer loyalty. It allows brands to maintain a consistent presence throughout the customer journey, not just at the final stage of the purchase decision," explains Caroline Mayer, VP of RelevanC in Brazil.
This myth is one of the most common—and one that most limits brands' view of the potential of Retail Media. Indeed, its ability to impact consumers at the point of purchase is unquestionable. However, this impact extends far beyond immediate sales. By maintaining a continuous and relevant presence in both digital and physical retail 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 for accelerating one-off sales and sustaining long-term brand growth. It's an evolution of campaign logic: from isolated actions to an always-on presence, aligned with shopper behavior throughout the entire purchasing journey.
The real potential of Retail Media
These myths, and their respective debunkings 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 purchasing decisions at critical moments, and generates sustainable results in the long term.
For brands and retailers who want 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 ensure concrete and lasting results, delivering comprehensive and consistent experiences to their customers and consumers.
