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Retailers looking to capitalize on retail media鈥檚 growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

Notably, digital out-of-home (DOOH) makes a strong showing, indicating a blend of digital innovation with traditional advertising methods. Emerging formats, such as influencers and connected TV, are steadily carving out their niches as well, each with just under 2% of total spend. Spain's global digital footprint is growing. On the global stage, Spain's digital ad spending growth is noteworthy.

Programmatic DOOH has performance marketing potential. UK retailers have invested in programmatic DOOH for performance marketing and awareness. Advertisers see advantages around hypertargeting, high-quality viewability, and ROI, per VIOOH鈥攁nd 81% believe programmatic DOOH is important for performance-led campaigns.

How can OOH ad buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

Programmatic has effectively become the defining mechanism for delivering ads. This benchmark guide unpacks how programmatic advertising is shaping spend in key channels.

While retail media networks (RMNs) sell brand safety and predictability to marketers, influencer marketing boasts direct access to loyal audiences. Pairing these two channels together, experts stress, can drive significant growth for brands. Nine in 10 US marketers plan to promote their creator partnerships via RMNs in 2025, according to an October 2024 LTK survey.

鈥淲e're also intercepting consumers when they're most likely to act.鈥�. 76% of recent digital out-of-home (DOOH) viewers took action after seeing an ad, such as watching a video (38%), visiting a restaurant (36%), purchasing in-store (30%), word-of-mouth conversations (30%), and visiting a store (29%), according to a study from the OAAA and The Harris Poll.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

Brands are also tapping creators for experiential marketing, including in-store appearances and digital out-of-home (DOOH). That can mean fewer dollars for lower-profile campaigns. Omnichannel and experiential activations are expensive to produce and generally go to big-name stars, who charge high prices.

Digital out-of-home (DOOH). The opportunity: Billboards still dominate US out-of-home (OOH) ad spend, accounting for 76.3% of spend ($1.39 billion) in Q1 of this year, according to the Out of Home Advertising Association of America. But now that people have returned to stores, commutes, and travel, there are a number of underutilized DOOH ad spaces that advertisers are still warming up to.

Retail media networks (RMNs) are expanding beyond retailers' websites and apps, pushing into connected TV (CTV) and in-store displays. As the industry matures, experts predict 2025 will be marked by significant growth in these off-site channels, with new technologies and partnerships reshaping how brands reach consumers throughout their shopping journey.

The battle between Walgreens and Cooler Screens underscores in-store retail media challenges: Glitchy technology, measurement challenges, and outdated store infrastructure doomed the partnership.

Those channels will include Western Union鈥檚 website, app, and digital out-of-home screens as well as through streaming platforms, per the press release. Ad spend on financial media networks in the US will approximately double both this year and next year, per our June 2024 forecast.