IAB Brasil 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 IAB Brasil’s Retail Media committee, is a response to the exponential growth of the market in Brazil, driven by the digitalization of consumption and the integration between physical and digital channels. An eMarketer survey shows that global investment in Retail Media advertising is expected to reach nearly US$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 expansion, with investments projected to reach US$2.07 billion by 2028.
The guide covers different types of programs (such as ads within virtual stores, physical stores, and even on partner websites), 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 through case studies, such as Coca-Cola and Heineken, which illustrate how different formats can be applied to achieve specific objectives throughout the consumer journey.
The material is aimed at retailers, marketing and advertising professionals, advertisers, digital media managers, data specialists, and decision-makers of companies looking to explore the potential of the solution.
To access the complete guide, click here.
