IAB Brazil 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 the construction of the Retail Media area to strategies for maximizing results, highlighting the importance of organizing one's own data and collaborating with advertisers
The material, developed by the Retail Media committee of IAB Brazil, it 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. A survey by eMarketer shows that global investment in Retail Media advertising is expected to reach nearly $100 billion by 2028, with a compound annual growth rate of 17,2%. In Brazil, the study shows that the sector is also experiencing strong growth, with investments projected to reach US$ 2,07 billion in 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 alone or those where they use third-party platforms) and ways to organize finances. All these programs and business models are explained through the analysis of cases, like Coca Cola and Heineken, that 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, decision-makers in companies looking to explore the potential of the solution
To access the complete guide, click here.
