IAB Brasil launches the “Retail Media Guide for Retailers”, a material designed to help retailers transform their operations into effective media platforms.The guide covers everything from building the Retail Media area to strategies to maximize results, highlighting the importance of organizing own data and collaborating with advertisers.
The material, developed by the Retail Media committee of IAB Brasil, is a response to the exponential growth of the market in Brazil, driven by the digitization of consumption and the integration between physical and digital channels.A survey by eMarketer shows that global investment in Retail Media advertising is expected to reach almost US$ 100 billion by 2028, with a compound annual growth rate of 17.2%. In Brazil, the study shows that the sector also continues to expand strongly, with investments projected to reach US$ 2.07 billion by 2028.
The guide covers different types of programs (such as ads within online stores, in physical stores, and even on other partner sites), business models (such as those where the retailer does everything himself or those where he uses third-party platforms), and ways to organize finances.All these programs and business models are explained from case analysis, such as Coca Cola and Heineken, which illustrate how different formats can be applied to achieve specific goals throughout the consumer journey.
The material is aimed at retailers, marketers and advertising, advertisers, digital media managers, data specialists, decision makers of companies that want to explore the potential of the solution.
To access the full guide, please click here.
