This report explores the pandemic’s impact on total retail, ecommerce, and mcommerce sales in Latin America, with breakouts for Argentina, Brazil, and Mexico. It also examines key drivers fueling regional market movements in 2021 and beyond.
Search’s share of total media ad spending will be highest in more established retail ecommerce markets like Argentina and Brazil. But as ecommerce matures in smaller yet equally lucrative markets like Chile, Colombia, and Peru, search will take on an increasing share of each country’s ad spending pie by the end of our forecast period. What Do These Forecasts Mean for Advertisers in Latin America?
Retail media advertising sits at the intersection of two major digital disruptions unfolding in Latin America: the meteoric rise of ecommerce and reallocation of ad dollars toward digital formats. While still nascent, retail media will play a larger part of brands’ marketing strategies in 2022.