Brazil's retail marketing morphs with soaring digital ad spend and interactive shelf‑label technology

Digital advertising in Brazil is set to grow 12.7% in 2025, reaching R$ 42.7 billion and driving an 80% increase since 2020. Retail media is expected to hit R$ 4.8 billion, expanding at an annual rate of 37%, as supermarkets and e‑commerce platforms become key venues for shopper‑targeted campaigns. Social media commands 55% of digital spend, video 49%, and search 26%, reflecting a shift toward continuous, omnichannel promotions.

At the same time, Selbetti Tecnologia has introduced a new generation of electronic shelf‑label tags that combine e‑paper displays, programmable buttons, seven‑color LEDs and NFC connectivity. The labels store up to seven pages of product data, operate for more than ten years on a single battery and meet IP67 water‑dust protection standards. Integrated with in‑store digital signage, they enable shoppers to access pricing, nutritional facts, reviews and digital coupons directly from the shelf without a mobile app. Selbetti forecasts deployment in 100 Brazilian stores by the end of 2026, with 85% of its 2024 retail‑experience contracts involving these tags. The technology is part of a broader ecosystem that currently serves over 16,000 stores across 240 retail chains, mirroring similar rollouts in Europe and the United States.