Brazil: top reasons why brands avoided digital retail media 2023

As of May 2023, three out of four manufacturers surveyed in Brazil reported not using digital retail media because they were unprepared and needed more knowledge of the marketing tactic. Around 40 percent of advertising agencies surveyed stated the same. Still, nearly 80 percent of Brazilian manufacturers said they worked with digital retail media.

Leading reasons why manufacturers, retailers, and advertising agencies did not work with digital retail media in Brazil as of May 2023

Characteristic	Manufacturers	Retailers	Advertising agencies
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Release date

July 2023

More information

Region

Brazil

Survey time period

April and May 2023

Number of respondents

>160

Method of interview

Online survey

Supplementary notes

The source adds that it surveyed over 100 professionals and over 60 companies, of which 47 percent belonged to the retail segment, 37 percent were manufacturers, and 37 percent were advertising agencies.

Multiple answers were possible.

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