J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Get in touch with us nowOnline trends in Brazilian advertising
Digital retail media – ads on e-commerce platforms – ranks among the fastest-growing subsegments in the online ad industry worldwide. Still, the Brazilian market has yet to fully take advantage of this channel. According to a 2023 study, nearly one-third of ad agencies in Brazil did not work with digital retail media. Among those who do it, the focus lies mainly on product sales: About half of the surveyed agencies chose that as their leading goal with digital retail media campaigns. Little more than one-quarter mentioned brand visibility increase, and less than 10 percent cited a better knowledge of consumers' purchase habits. As of mid-2023, online stores enjoyed the third-highest reach among online media in Brazil, only behind video portals and social media.The upcoming deprecation of third-party cookies – so far hegemonic in their collection of internet users' information, including product preferences and searches – also poses a challenge to the Brazilian market. But this major shift expected for 2024 may catch many brands off-guard. During a 2023 survey, 52 percent of companies in Brazil reported being ready for third-party cookie deprecation, suggesting that roughly half of the industry could be unprepared.
