In partnership with theNewtail, aENEXTlaunches a survey that confirms the accelerated growth of theRetail Media- channel that allows brands to promote themselves within e-commerces – in Brazil, Moving billions in the national market. the segment continues with promising prospects for the advertising sector, in addition to significant investment potential in marketplaces and e-commerce. The study brings together the participation of more than 60 companies and over 100 interviews with leaders of major retailers and industries
Key data and opportunities in Retail Media, according to the research
– Adherence of Industry and Retail: Among the interviewed Brazilian industries, 79% already work with Retail Media, and 100% consider it a fundamental trend for retail. In the retail sector, 73% of participants are already working 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 is expected to reach US$ 110 billion by 2026, surpassing even 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 aim to improve the performance of strategic products, especially on platforms like Amazon and Mercado Livre
Despite the progress, the study points out that31,3% of agencies still do not work with Retail Media, indicating a growth opportunity and a need for training in the market. About40% of agencies claim to need more knowledge to operate more effectively in the sector, revealing a gap in specialization 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 a more assertive communication, segmented and efficient 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
