Commerce media investment projected to rise across Latin America

A study conducted by EMARKETER for Google reveals that between 87% and 94% of advertisers in Mexico, Argentina, Chile, Colombia, and Peru plan to increase their investment in commerce media over the next 12 months.

Despite this projected growth, the research highlights a gap between channel adoption and the ability to prove results. The typical buyer operates across approximately five networks simultaneously, leading to challenges in coordinating data, metrics, and decision-making.

Key findings indicate that 58.3% of respondents identify a demonstrable Return on Ad Spend (ROAS) as the most significant factor for unlocking additional budget, surpassing the importance of lower CPMs (40.7%). The study emphasizes that the industry's next challenge is not adding more networks, but rather reducing fragmentation and successfully connecting digital advertising to physical sales.