What changed
2026-08-04 14:02 UTC → 2026-08-05 14:21 UTC ·
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In By mid‑2025 Brazil’s digital advertising market was projected to grow 12.7% to R$ 42.7 billion, with retail media expected to reach R$ 4.8 billion and expand at 37% annually. Supermarkets and e‑commerce platforms became primary venues for shopper‑targeted campaigns, while social media, video and search dominated spend. At the same time Selbetti Tecnologia introduced a new generation of electronic shelf‑label tags featuring e‑paper displays, multi‑color LEDs, NFC and long‑life batteries, planning deployment in 100 stores by the end of 2026. By August 2026 retailers such as RD Saúde, Pague Menos and Panvel were establishing dedicated retail‑media units to generate new revenue streams and improve EBITDA. Companies were merging marketing and sales functions, adopting shared metrics for revenue, conversion and retention, and emphasizing customer experience over product photography. Executives highlighted that integrated models reduce waste, lower acquisition costs and make growth more predictable, signalling a shift from pure advertising spend to a holistic, data‑driven retail‑media ecosystem. Overall, Brazil’s retail sector moved from rapid growth A Salesforce report released in digital ad spend August 2026 warned that poor product photography can erode brand credibility and innovative shelf‑label technology toward deeper deter online purchases, prompting Brazilian retailers to invest in higher‑quality visual assets within their retail‑media platforms. The same retailers continued to expand their dedicated retail‑media units, using revenue‑focused KPIs and integrated marketing‑sales structures to further lower customer‑acquisition costs. The ongoing emphasis on visual content quality and shared performance metrics underscores the deepening integration of marketing and sales, with retail‑media units becoming central to profitability strategies. sales in Brazil’s retail sector.