The CVLB Group, which includes the retail networks CASA&VIDEO and Le biscuit, announced the launch of its new venture, CVLB Ads, a media platform designed to connect advertisers and consumers directly through the group’s sales channels. Using the Retail Media model, this initiative marks a new era for the networks, offering more immersive and personalized experiences to customers.
With over 5 million monthly visitors to its digital channels and a base of more than 1 million customers in participating stores monthly, CVLB Ads promises to enhance the efficiency of commercial partners. “With CVLB Ads, we take a major step in evolving our business model, combining technology and data to deliver more personalized experiences for our customers. Additionally, we’ve created a significant opportunity for brands to connect with consumers at the decisive moment in their shopping journey,” highlights Moacir Gomes, Marketing and E-commerce Director of CVLB Group.
For consumers, CVLB Ads will provide a differentiated experience, with strategically developed campaigns that impact both digital environments and physical stores. The platform delivers highly relevant content, aligned with individual preferences, making choices easier and the shopping journey more practical, personalized, and engaging.
Retail Media: A Rising Market
Retail Media is one of the market’s biggest bets. According to a study by Boston Consulting Group (BCG) in partnership with Google, retail media is projected to generate around $75 billion in profit by 2026, with advertisers’ spending growing 22% annually. In Brazil, the Retail Media Insights survey by Newtail revealed that 79% of industries already work with this model due to its end-to-end measurability.
Integrated On and Off Strategies
CVLB Ads will be structured on two pillars: onsite, with performance media within the websites and apps of both brands (CASA&VIDEO and Le biscuit), and In-store, with a network of over 100 screens. The pilot project was implemented in selected stores of both brands across different regions of Brazil.
In the digital environment, there will be three main formats to maximize results: search, static content banners, and videos. These ads are strategically positioned on the homepage, search pages, category pages, and login area, ensuring high visibility and impact. In physical stores, consumers will be engaged through in-store screens, window displays, and innovative Store-In-Store spaces, a format exclusive to CVLB in Brazil.
With CVLB Ads, brands have the opportunity to work in an integrated and strategic manner, bridging the online and physical worlds and bringing the true omnichannel retail media experience to the Brazilian market. Personalized ads, displayed in various formats and at different moments, deliver qualified content to simplify decision-making, creating a more efficient and impactful shopping journey.
Partnership with MindgruveMacarta
To solidify the project, CVLB Group relies on the expertise of MindgruveMacarta, a global leader in retail media. The American agency, with offices in Brazil, Mexico, Spain, and England, operates extensively in the U.S., LATAM, and European markets. This partnership brings CVLB Ads a combination of technology, data, and market intelligence.
MindgruveMacarta plays a crucial role in structuring the project and will continue to support CVLB Ads as a strategic retail media consultant. The partnership ensures that CVLB Ads stays ahead, aligned with the highest global market standards and continuously innovating its operations.
“We are very excited about the launch of CVLB Ads. The CASA&VIDEO and Le biscuit networks are a powerhouse for brands looking to strategically position themselves in physical stores and online channels. The In-Store Retail Media movement is the future for consolidating a 360° integrated retail strategy,” says Ana Amorim, VP of International Business at MindgruveMacarta.
