蘑菇AV

Latin America鈥檚 ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

"Retail media could have a key role to continue driving growth for advertisers which sell products through retail," said Jonathan Fasano, business development director at Walmart Connect Mexico and Central America, during a recent 蘑菇AV Summit on commerce media.

The news: Skims, the shapewear brand founded by Kim Kardashian, is on an expansion tear as it nears $1 billion in annual sales, per Business of Fashion. The company plans to open 16 stores in the US this year, bringing its total domestic footprint to 22. Over the next nine months, Skims expects to establish itself in seven new markets鈥攊ncluding stores in Mexico, London, and Dubai. Our take: While stores are hugely important to Skims鈥� growth, the company has several advantages over the rest of the D2C field. Unlike most other D2C companies, Skims doesn鈥檛 need to rely on its stores as billboards given its high-profile founder, who is also a fixture of its ad campaigns. Its partnership with Nike will give it access to an even larger audience and smooth its entry into the athleisure category鈥攁ssuming production delays don鈥檛 get in the way. The launch will also considerably increase Skims鈥� retail presence without needing to invest in premium real estate.

Peru is Latin America鈥檚 fifth-largest retail ecommerce market by total sales volume. Although social unrest has stymied online sales growth over the past two years, the country has the potential to become a formidable multibillion-dollar ecommerce player in the region.

Constellation Brands imports all of its beer from Mexico: That puts the Modelo parent in a challenging position in wake of US tariffs on imported canned beer and empty aluminum cans.

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

Mercado Libre鈥檚 retail business is thriving: Advertising revenues rose 50% YoY in Q1, and there鈥檚 ample room for growth.

The outlook for retail media ad spending remains bright throughout most of the world, even as ad budgets are increasingly constrained in the face of economic storm clouds.

The retail outlook for 2025 is worse than previously anticipated. However, many smaller emerging markets are still in line for strong years, and ecommerce continues to claw share from traditional retail.

Retail Media. We expect retail media ad spend to range from $56 billion to $61 billion in 2025, with a moderate tariffs scenario of $58 billion. The heavy tariffs scenario is an 8.1% reduction versus the limited tariffs scenario (the limited scenario corresponds to our existing forecast).

P&G plans to cut 7,000 jobs鈥攔oughly 15% of its global nonmanufacturing workforce鈥攁s part of its long-term strategy of exiting underperforming categories and divesting smaller brands, including Vidal Sassoon in China and various assets in Europe and Latin America. General Mills offloaded its North American yogurt business to focus on higher-growth categories like snacks and pet food.

The data point: Constellation Brands expects to take a $20 million hit this fiscal year due to the Trump administration鈥檚 aluminum tariffs, CFO Garth Hankinson said on the company鈥檚 earnings call. Our take: Constellation Brands is one of the few companies openly acknowledging the real-time impact of the administration鈥檚 policies. With both hardline deportation rhetoric and tariffs hitting at once, the company faces a dual challenge that could weigh heavily on its performance throughout the year.

The rise of quick commerce and its role in reshaping retail delivery expectations鈥�. Shifts in consumer shopping behavior, payment preferences, and ad responsiveness鈥�. This deck can help you:鈥�. Determine market sizing (retailers and brands, solution providers)鈥�. Develop commerce strategy (merchants, retailers, and brands)鈥�. Develop media strategy (brands and agencies)鈥�.

With over 200 million global members and an especially dominant presence in the US, it鈥檚 deeply embedded in the American retail landscape. Our forecast shows 3 in 4 US households, or 99.8 million, are Prime members.

Adverse weather and poor crops have driven up staple costs: Coffee is up 58% over the past three years, and cocoa soared 316%鈥攚ith tariffs further compounding price pressures.