The Retail Platform Advertising Market in BRICS has been witnessing moderate growth, fueled by factors like the increasing use of e-commerce, enhanced targeting technologies, and the expanding digital audience, all contributing to advertisers’ shifting strategies.
Customer preferences: Consumers in BRICS are increasingly favoring personalized and culturally relevant advertising on retail platforms, reflecting a desire for more meaningful engagement with brands. The rise of social commerce has led to a preference for interactive shopping experiences that blend entertainment with purchasing. Additionally, younger demographics are gravitating towards sustainability, prompting brands to highlight eco-friendly practices. As urbanization continues, convenience-driven shopping habits are shaping the advertising strategies of retailers seeking to connect with the evolving lifestyle of modern consumers.
Trends in the market: In the BRICS nations, the Retail Platform Advertising Market is experiencing a shift towards immersive and personalized advertising strategies, as consumers increasingly seek tailored experiences that resonate with their cultural backgrounds. Social commerce is gaining momentum, with interactive advertisements that merge shopping and entertainment drawing significant engagement from younger audiences. Sustainability is also becoming a key focus, as brands emphasize eco-friendly practices to align with the values of environmentally conscious consumers. As urbanization accelerates, advertisers are adapting to convenience-driven shopping behaviors, which signifies a transformative period for industry stakeholders aiming to capture the attention of modern consumers.
Local special circumstances: In Brazil, the Retail Platform Advertising Market is influenced by the vibrant culture and diverse consumer preferences, prompting brands to create localized content that resonates with regional identities. The rapid adoption of mobile payments has made social commerce a preferred shopping method among younger demographics. In Russia, regulatory constraints on online advertising shape how brands communicate, pushing them towards more creative compliance strategies. Meanwhile, India's unique blend of urban-rural dynamics drives advertisers to craft messages that appeal to both tech-savvy urbanites and traditional consumers, ensuring broader market reach.
Underlying macroeconomic factors: The Retail Platform Advertising Market in BRICS nations is significantly shaped by macroeconomic factors such as economic growth, digitalization trends, and consumer spending patterns. In Brazil, a growing middle class and increased disposable income boost online shopping, enhancing advertising opportunities. Russia's economic sanctions impact consumer behavior and advertising strategies, compelling brands to innovate within tight budgets. India's strong GDP growth and expanding internet penetration foster a vibrant e-commerce landscape, while South Africa's focus on financial inclusion drives mobile advertising growth. Collectively, these factors create a dynamic environment for retail platform advertising, prompting brands to adapt strategies based on regional economic conditions.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for digital advertisements.Modeling approach:
Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, and digital consumer spending. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.Additional notes:
Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).
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