In an era where retail digitization is advancing rapidly, advertising on marketplaces emerges as a crucial trend for Brazilian industries. This phenomenon is confirmed by a recent survey conducted by ENEXT in partnership with Newtail, which reveals an accelerated growth of Retail Media in Brazil. This channel, which allows brands to promote themselves within e-commerce platforms, is moving billions in the global market and is projected to reach US$ 110 billion by 2026.
The study, which involved more than 60 companies and over 100 interviews with leaders of major retailers and industries, highlights that 79% of Brazilian industries are already working with Retail Media. Furthermore, 100% of respondents consider the model a fundamental trend for the future of retail. In the retail sector, 73% of participants have already adopted this strategy.
The numbers are impressive: by the end of 2023, it was expected that R$ 2.6 billion would be invested in advertising on Brazilian marketplaces, according to IAB Brazil. Globally, Retail Media is expected to reach the $110 billion mark by 2026, surpassing even the growth of social media and search advertising investments, according to eMarketer data.
For brands, Retail Media offers the opportunity to maximize return on investment (ROI) through highly customizable and measurable campaigns. About 40% of industries prioritize increasing visibility on e-commerce platforms and measuring the impact of their marketing actions more accurately. This scenario makes Retail Media particularly attractive for strategies aimed at improving the performance of strategic products, especially on platforms like Amazon and Mercado Livre.
Despite the significant progress, the study indicates that 31.3% of agencies still do not operate with Retail Media, which suggests a great growth opportunity and a clear need for training in the market. About 40% of agencies say they need more knowledge to operate more effectively in the sector, revealing a gap in specialization that can be filled with training and specific strategies.
The study not only highlights relevant numbers but also reinforces the role of Retail Media in building more assertive, targeted, and efficient communication for e-commerce. Agencies and brands that adapt to this trend will have a significant competitive advantage, providing a more integrated and personalized shopping experience, and maximizing impact and sales conversion.
As Retail Media continues to evolve, it is essential for industries and agencies to invest in training and specific strategies to make the most of the opportunities offered by this promising channel. With Amazon and Mercado Livre leading the way, the future of advertising on marketplaces in Brazil looks brighter than ever.
