Retail Platform Advertising - Peru

In Peru, ad spending in the Retail Platform Advertising market market is projected to reach US$245.30m in 2024.
This increase in ad spending is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 8.95%, leading to a projected market volume of US$410.40m by 2030.
Furthermore, the average ad spending per user in Peru's Retail Platform Advertising market market is anticipated to amount to US$17.31 in 2024.
In a global context, the majority of ad spending will be generated the United States, which is expected to reach US$57.63bn in 2024.
In Peru, the retail platform advertising sector is experiencing a notable shift 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 Peru is witnessing subdued growth, influenced by challenges such as limited digital infrastructure, varying consumer engagement levels, and competition from traditional advertising methods that hinder its expansion.

Customer preferences: In Peru, consumers are shifting towards personalized shopping experiences, prioritizing brands that resonate with their cultural values and local craftsmanship. This trend is influenced by a growing middle class and an increasing preference for sustainable and ethically produced goods. Additionally, mobile shopping is gaining traction, particularly among younger demographics, who favor convenient, on-the-go purchasing options. This evolution in consumer behavior is prompting retailers to refine their advertising strategies, focusing on digital engagement and localized content to better connect with their audience.

Trends in the market: In Peru, the Retail Platform Advertising Market is experiencing a shift towards more targeted and culturally resonant advertising strategies, as brands increasingly prioritize local craftsmanship and sustainable practices. With the rise of e-commerce, particularly among younger consumers, retailers are investing in digital platforms that emphasize personalized content and mobile accessibility. This trend is significant as it reflects a broader movement towards ethical consumption, compelling advertisers to leverage data analytics for enhanced consumer insights. Industry stakeholders must adapt their strategies to engage this evolving market effectively.

Local special circumstances: In Peru, the Retail Platform Advertising Market is shaped by a rich cultural heritage and a diverse consumer base that values local identity. The country’s geographic diversity, from the Andes mountains to the Amazon rainforest, influences product offerings and advertising narratives, making regional specificity crucial. Additionally, regulatory frameworks promoting local businesses and sustainable practices encourage brands to align their advertising strategies with social responsibility. This unique blend of cultural richness and supportive regulations fosters a dynamic landscape for targeted advertising, resonating deeply with consumers.

Underlying macroeconomic factors: The Retail Platform Advertising Market in Peru is significantly influenced by macroeconomic factors such as economic growth, consumer spending trends, and digital transformation. The country's steady GDP growth contributes to rising disposable incomes, leading consumers to engage more with online shopping and digital advertising. Furthermore, favorable fiscal policies, including tax incentives for e-commerce businesses, encourage investment in digital platforms. Global trends, such as the increasing importance of sustainability and ethical consumption, also shape advertising strategies, prompting brands to adopt eco-friendly practices. These factors create a vibrant environment for retail platform advertising, enabling brands to connect effectively with diverse consumer segments.

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.