The media landscape is evolving rapidly. To maintain a competitive edge, brands must direct their attention to pivotal channels fuelling this expansion.

Thinking beyond brand-building in influencer marketing 

Influencer marketing generated approximately $1bn in Latin America and Caribbean region in 2023, according to Statista. Within this amount, Brazil represents 45% share of the total – which is unsurprising given that Brazil has emerged as one of the top three markets globally in terms of investment in influencer marketing and the number of influencers endemic to the market. What’s more, between 2019 and 2024, the number of social media users in Brazil grew by an estimated 23 percent, now surpassing 176m people.

The opportunity is huge. But brands are now shifting their perception of social content creators from a brand-building lever to a media channel with strong and measurable ROI.

To effectively leverage the growing opportunity in influencer marketing, brands should not only identify influencers who align with their brand values and target audience, but also integrate influencer content into their overall marketing strategy as a core media channel.

Capitalising on retail media

As consumer journeys evolve, the channels through which people make purchases are also changing. So, brands must adapt their strategies to effectively show up across all consumer touchpoints. Retail media is expected to grow by 49.7% in LATAM in 2023, driven by growth in Mexico and Brazil, according to WPP’s GroupM. Global e-commerce giants like Amazon are investing heavily in the Brazilian market, recognising the potential for growth in retail media.

But in today's competitive retail media landscape, the integration of creativity and AI capabilities are essential for brands to stand out, especially on platforms like Amazon. WMS, with its deep expertise in the Amazon Ads ecosystem, helps brands develop highly targeted, engaging campaigns that drive measurable results. Brands can gain valuable insights into consumer behaviour on Amazon, enabling them to create personalised, data-driven campaigns that resonate with their target audience.

As the retail media landscape evolves, brands that embrace creativity and harness the power of advanced technology will be best positioned to succeed on retail media platforms.

Addressable TV: a growing opportunity

While addressable TV is not yet fully mature in Brazil, it remains a growing channel with significant potential. In Brazil, linear TV remains a key medium for local and regional advertisers, reaching just over 99% of households in Brazil, despite flagging TV growth elsewhere around the world. But connected TV, is expected to grow to 22.4% in 2024 in Brazil. Major broadcasters are investing in streaming and connected TV content, presenting an opportunity for brands to reach targeted audiences. To capitalise on this trend, brands should invest in creating engaging and personalised content for addressable TV platforms, leverage data-driven insights to target specific audience segments and collaborate with broadcasters and streaming platforms to develop innovative advertising solutions.

As the Brazilian media landscape continues to evolve, brands that stay ahead of the curve and adapt their strategies accordingly will be best positioned for success. By focusing on influencer marketing, retail media, and addressable TV, brands can effectively reach and engage their target audiences, driving measurable results for their brands.