Retail Platform Advertising - Colombia

In Colombia, ad spending in the Retail Platform Advertising market market is projected to reach US$284.80m in 2024.
It is expected that ad spending in this sector will demonstrate an annual growth rate (CAGR 2024-2030) of 10.87%, culminating in a projected market volume of US$529.10m by 2030.
Furthermore, the average ad spending per user in the Retail Platform Advertising market market withColombia is anticipated to amount to US$13.38 in 2024.
In a global context, the majority of ad spending will be generated the United States, with a projected total of US$57.63bn in 2024.
In Colombia, the retail platform advertising sector is increasingly embracing digital innovation, enhancing consumer engagement through personalized marketing strategies and targeted campaigns.

Definition:

Retail platform advertising (RPA) refers to digital ads displayed on websites and apps dedicated to retail platforms, such as Amazon, Walmart, eBay, Alibaba, and JD.com. This includes all types of advertising across various devices, e.g., PCs, smartphones, and tablets, and covers formats such as sponsored products, banners, and videos. RPA specifically excludes offline retail ads (e.g., in-store displays and billboards), off-site ads (e.g., ads appearing on non-retail websites or apps), ads on social media platforms (e.g., Facebook or Instagram), and ads on search engines (e.g., Google or Bing).

Additional Information:

It is important not to confuse RPA with retail media networks (RMNs). RMNs involve digital ads that are also displayed on retail e-commerce sites or apps, but these ads are purchased through a retailer’s media network or a demand-side platform (DSP). While RMNs include ads on sites such as Amazon and Walmart, they also cover ads bought through networks such as Amazon DSP, Walmart Connect, and Etsy’s Offsite Ads, and these ads may not necessarily appear directly on the retailer’s e-commerce site or app. Unlike RPA, RMNs represent a broader approach that encompasses a range of ad placements, both on and off the retailer’s own platforms.

Digital ads displayed on websites and apps dedicated to retail platforms
All types of advertising across various devices, e.g., PCs, smartphones, and tablets
All types of sponsored ad formats, such as sponsored products, banners, and videos

Offline retail ads (e.g., in-store displays and billboards)
Off-site ads (e.g., ads appearing on non-retail websites or apps)
Ads on social media platforms (e.g., Facebook or Instagram)
Ads on search engines (e.g., Google or Bing)

The Retail Platform Advertising Market in Colombia is witnessing mild growth, influenced by factors such as evolving consumer preferences, increased online shopping, and the need for targeted marketing strategies to engage diverse audiences effectively.

Customer preferences: Consumers in Colombia are increasingly gravitating towards personalized shopping experiences, driven by a blend of cultural preferences and technological advancements. As younger demographics embrace e-commerce, there's a growing appetite for targeted advertisements that resonate with local values and lifestyles. Additionally, the rise of social media influencers is shaping purchasing decisions, encouraging brands to adopt authentic storytelling in their marketing strategies. This shift reflects a desire for deeper connections with products that align with individual identities and community trends.

Trends in the market: In Colombia, the Retail Platform Advertising Market is experiencing a surge in the demand for data-driven advertising strategies, as brands leverage consumer insights to create more relevant and personalized ad experiences. Social media platforms are increasingly being utilized for targeted marketing, with a notable emphasis on collaborations with local influencers who resonate with Colombian consumers. Mobile shopping is on the rise, prompting advertisers to optimize content for mobile devices. This evolution in advertising strategies is significant, as it fosters deeper brand loyalty and engagement, encouraging industry stakeholders to innovate their approaches to capture this dynamic market.

Local special circumstances: In Colombia, the Retail Platform Advertising Market is influenced by a rich cultural diversity and a strong sense of community, which drives brands to adopt localized marketing strategies. The country’s geographical variations, from urban centers like Bogotá to rural areas, necessitate tailored campaigns that resonate with different demographics. Additionally, regulatory factors, such as evolving data privacy laws, prompt advertisers to prioritize transparency and ethics in their strategies. This combination of cultural richness and regulatory landscape shapes a unique advertising environment that fosters innovation and consumer trust.

Underlying macroeconomic factors: The Retail Platform Advertising Market in Colombia is significantly shaped by macroeconomic factors such as economic growth, consumer spending trends, and technological advancements. A growing middle class, coupled with rising disposable incomes, fuels increased investments in digital advertising. Additionally, Colombia’s economic stability and government initiatives promoting digital transformation create a conducive environment for retail platform advertising. Global economic trends, such as the shift towards e-commerce, further enhance market opportunities. However, inflation and currency fluctuations can pose challenges, influencing advertising budgets and campaign effectiveness. Overall, these factors collectively drive innovation and competitiveness within the market.

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).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.