Retail Platform Advertising - Mexico

In Mexico, ad spending in the Retail Platform Advertising market market is projected to reach US$1.28bn in 2024.
This expenditure is expected to exhibit an annual growth rate (CAGR 2024-2030) of 12.00%, culminating in a projected market volume of US$2.53bn by 2030.
The average ad spending per user in the Retail Platform Advertising market market in Mexico is anticipated to amount to US$17.33 in 2024.
In a global context, the highest ad spending will be generated the United States, with a figure of US$57.63bn in 2024.
In Mexico, the retail platform advertising sector is experiencing robust growth as brands increasingly leverage digital channels to engage tech-savvy consumers.

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 Mexico is witnessing mild growth, influenced by factors such as the increasing penetration of e-commerce, evolving consumer behaviors, and the rising demand for targeted advertising strategies among brands seeking to enhance their reach.

Customer preferences: Consumers in Mexico are increasingly favoring personalized shopping experiences, prompting brands to invest in targeted advertising strategies on retail platforms. This shift is fueled by the growing influence of social media, where user-generated content shapes purchasing decisions and brand perceptions. Additionally, younger demographics, particularly millennials and Gen Z, are driving demand for sustainability and ethical consumption, compelling advertisers to highlight eco-friendly practices. As a result, retail platforms are adapting their advertising approaches to resonate with these evolving consumer values.

Trends in the market: In Mexico, the Retail Platform Advertising Market is experiencing a surge in the adoption of data-driven advertising strategies, with brands leveraging analytics to deliver personalized content to consumers. Concurrently, the proliferation of mobile shopping is reshaping consumer engagement, as brands optimize their ads for mobile platforms to capture the attention of on-the-go shoppers. Additionally, social media integration is becoming essential, as platforms like Instagram are increasingly used for direct shopping experiences. These trends signify a shift towards a more interactive and consumer-centric advertising landscape, compelling industry stakeholders to innovate continuously in targeting and engagement methods.

Local special circumstances: In Mexico, the Retail Platform Advertising Market is uniquely influenced by a rich tapestry of cultural diversity and a strong tradition of community-oriented shopping, which drives brands to create localized advertising content that resonates with regional values. The prevalence of social networks, particularly among younger demographics, enhances digital engagement and facilitates word-of-mouth marketing. Moreover, regulatory frameworks favoring e-commerce growth encourage innovation in advertising strategies. These local factors collectively shape a dynamic market where brands must adapt to evolving consumer preferences and cultural nuances.

Underlying macroeconomic factors: The Retail Platform Advertising Market in Mexico is significantly shaped by macroeconomic factors, including the nation's economic growth, consumer spending habits, and digital infrastructure development. As Mexico's economy continues to recover post-pandemic, increased disposable income fuels consumer confidence, prompting brands to invest more in targeted advertising. The rise of e-commerce and mobile penetration further accelerates the shift towards digital platforms. Additionally, favorable fiscal policies that support innovation and technology adoption enable brands to experiment with advanced advertising techniques. The convergence of these factors cultivates a robust environment for retail platform advertising, driving engagement and sales.

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.