In partnership withNewtail, a ENEXT launches a survey that confirms the accelerated growth ofRetail Media – channel that allows brands to promote themselves within e-commerce –in BrazilMoving billions in the national market. The segment continues with promising prospects for the advertising sector, as well as significant investment potential in marketplaces and e-commerce. The study includes the participation of over 60 companies and more than 100 interviews with leaders of major retailers and industries.
Key Retail Media data and opportunities, according to the survey
– Industry and Retail Participation: Among the Brazilian industries interviewed,79% already work with Retail Media, and 100% consider the model as a fundamental trend for retail. In the retail sector,73% of participants already work with this format, highlighting the categories of Food and Beverages (63%) and Perfumery, Cosmetics and Health (51%).
– Growing investment: By the end of 2023, the expectation was thatR$2.6 billion were invested in advertising in Brazilian marketplaces, according to IAB Brazil, reinforcing the strength of the sector. Globally, theRetail Media to Reach $110 Billion by 2026, even surpassing the growth of investments in Social and Search (eMarketer).
- Objectives and Advantages for Brands: Retail Media allows brands to maximize ROI with customizable and measurable campaigns.Approximately 40% of industries prioritize increasing visibility in e-commerce and measuring the impact of their marketing actions more accurately. This scenario makes Retail Media especially attractive for strategies that seek to improve the performance of strategic products, especially on platforms such as Amazon and Mercado Livre.
Despite the progress, the study points out that31.3% of agencies still do not work with Retail Media, indicating an opportunity for growth and a need for training in the market. Nearly40% of agencies say they need more knowledge to act more effectively in the sector, revealing a gap in expertise that can be filled with specific training and strategies.
The study not only highlights the 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 competitive advantage by providing a more integrated and personalized shopping experience, maximizing impact and sales conversion.
