MIAMI, FL — December 14, 2021 — (NOTICIAS NEWSWIRE) — Digital consumption through search engines is ending. With the change in consumer habits, accelerated by the pandemic, it is time for retail media. Now, more and more advertisers want that their brands to be alongside the consumer on e-commerce platforms where a large part –or perhaps the whole– of the purchase journey takes place.
“Our studies show that approximately between 70% and 80% of the people who are looking to buy a product no longer do so in a search engine, because they end in a retail store, taking them directly to an e-commerce platform,” explained Fernando Rubio, VP of Mercado Ads of Mercado Libre. “And that’s there where that the brand has to be in order to influence that decision-making,” he added.
Rubio was the guest the December’s edition of the Adsmovil’s Podcast Let’s Talk About Advertising Power by PRODU, “Mercado Libre – Retailers: The Media Giants”.This is a monthly space hosted by Alberto Pardo, CEO & Founder of Adsmovil.
According to eMarketer, it is estimated that this year advertising spending in retail media will exceed US $ 30 billion. “That is approximately 2.5 times the total investment of digital advertising in Latin America, including Brazil. From what we can see, retail media in the US has been gaining strength, traction and is becoming almost mainstream,” Pardo said.
Digital advertising was introduced with great historical promises of targeting, of precision that have not necessarily been fulfilled due to many variables, Pardo explained. “But I think that this retail marketing entails an innate value proposition that absolutely no one else can provide, which is the ability to identify real or potentially real buyers and put them on the table better than anyone else.”
“The advantage of the e-commerce platform is everything related to creating insights, because when you have the complete funnel, the result is all the behavior analysis plus the transactional part (Mercado Pago). This means that you can collect information, first-party data, that other players are not able to have,” he said.
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About PRODU
For 31 years, PRODU has been the leading provider of content for television, advertising, and technology professionals in Latin America, Spain, and the US Hispanic market. Rapid and constant changes in the media-consuming world have made PRODU flexible and adapt to this specialized content; providing segmented everyday solutions for your demanding readers on each platform. PRODU generates periodical trade publications (printed) and an online directory: Who’s Who Online and the most prestigious and consulted website and newsletter for the television, advertising, and technology industries (online). Additionally, PRODU offers three free newsletters that reach more than 30,000 decision-makers and executive professionals every day.
About Adsmovil
Adsmovil is a pioneer U.S. Hispanic digital media company, with offices in key hispanic markets and a presence in major Hispanic cities across the country. The company’s focus on the U.S. Hispanic market enables its clients to reach more than 47.7% of the total mobile U.S. Hispanic audience. Always adapting new technologies, Adsmovil has been a leader in Hispanic mobile advertising since 2012. For more information visit www.adsmovil.com.