IAB Brazil launches the "Retail Media Guide for Retailers," a material developed to help retailers transform their operations into effective media platforms. The guide covers everything from building the Retail Media area to strategies for maximizing results, highlighting the importance of organizing proprietary data and collaborating with advertisers.
The material, developed by the IAB Brazil Retail Media committee, is a response to the exponential growth of the market in Brazil, driven by digital consumption and the integration between physical and digital channels. A study by eMarketer shows that global investment in Retail Media advertising is expected to reach nearly $100 billion by 2028, with a compound annual growth rate of 17.2%. In Brazil, the study shows that the sector is also experiencing strong growth, with investments projected to reach US$ 2.07 billion by 2028.
The guide covers different types of programs (such as ads within online stores, physical stores, and even on other partner sites), business models (such as those where the retailer does everything alone or those where they use third-party platforms), and ways to organize finances. All these programs and business models are explained based on case analyses, such as Coca-Cola and Heineken, which illustrate how different formats can be applied to achieve specific objectives throughout the consumer's journey.
The material is aimed at retailers, marketing and advertising professionals, advertisers, digital media managers, data specialists, and decision-makers in companies who wish to explore the potential of the solution.
To access the full guide,Click here.
