VTEX, a complete composable commerce platform for large companies, announces the launch of VTEX Ad Network and promises to transform the Retail Media market in Brazil. The product arrives as an innovative solution, allowing retailers to create and monetize advertising spaces across all their sales channels in an easy and efficient way.
“VTEX Ad Network was created to meet the growing demand for more personalized and effective digital marketing strategies. In addition to allowing retailers to monetize a space they already have on their online channels, it also provides consumers with a new opportunity to find the product they are looking for in an easy way, within their purchasing context. The old point-of-sale trade marketing strategies are known in digital commerce as Retail Media,” explains Rafaela Rezende, President of VTEX in Brazil. These advertising spaces can include banners, ads on search results pages, sponsored product ads, among others.
According to the executive, retailers will be able to offer shoppers an enhanced and personalized product discovery experience. The tool stands out for its ability to integrate advertising directly into product and category pages, creating monetization opportunities at strategic points in the purchasing journey. “It’s a win-win relationship. The consumer wins, as they are now impacted by ads that are of interest to them; the manufacturer wins, as they invest in more assertive media; and the advertiser – who has VTEX as the facilitator of this negotiation, uniting the entire chain,” she explains.
With positive results and a visible increase in revenue from investments, it is no surprise that the segment is consolidating itself as a priority in companies' marketing strategies. The global market considers Retail Media to be the third wave of digital advertising, with spending expected to exceed US$168 billion by 2027.
In Brazil, a study released by IAB Brasil, an entity that brings together advertisers, agencies and technology companies, and prepared in partnership with Kantar Ibope Media, revealed that the segment received R$2.6 billion in investments last year.
“We are offering a solution that not only increases our clients’ revenue, but also improves the consumer experience by presenting relevant ads in a non-intrusive way,” says João Werner, General Manager of VTEX Ad Network.
In practice, investing in Retail Media is a powerful ally for brands, boosting traffic and converting leads into sales, but caution is also required. “We are talking about high investments in digital media. Therefore, it is crucial for companies to have reliable partners who can guarantee a consistent and transparent return, maximizing the value of the investment and minimizing risks”, highlights Werner.
In the pharmacy sector, VTEX already has 12 active stores in its network, generating around 100 million impressions on sponsored products. This translates into a sales volume of approximately R$1.6 million, providing a return on investment four times higher for advertisers.
Currently, large retailers from different segments, such as Grupo DPSP (Drogarias Pacheco and São Paulo), Decathlon, Zona Sul, Bistek and Savegnago, use the VTEX Ad Network solution.
Among the advertising companies, major brands such as Kenvue, P&G, Kimberly Clark, Heineken, Ambev, Essity, SC Johnson and Nivea stand out.
For Renato Marolla, ecommerce coordinator at SC Johnson, the VTEX Ad Network tool was the differentiator in achieving the goals. “The VTEX Ad Network tool allowed us to perform above the market average, both in terms of ROI and ROAS KPIs, and this makes us continue investing in this solution,” shares Marolla.
The company also has contracts with the main agencies and media groups that are part of the retail media ecosystem, helping brands to maximize investments and achieve marketing objectives. Among the main agencies, the following stand out: Enext, Global Shopper, Media Monks, Accenture Song, MaCarta, Dentsu, Cadastra, among others.
Campaign example. VTEX Disclosure
Intuitive interface
With VTEX Ad Network, retailers have access to an intuitive interface that makes it easy to create and manage advertising campaigns. The VTEX platform integrated into the new product allows for personalized ads based on consumer behavior and preferences, thus optimizing the return on media investment. In addition, the solution integrates with other existing ecommerce systems, ensuring rapid implementation and consolidation of retailers’ inventory.
The launch of VTEX Ad Network marks a new era for Retail Media in Brazil, standing out as an essential tool for retailers looking to maximize their revenue opportunities and deliver more engaging and personalized shopping experiences. With the continued growth of e-commerce in the country, VTEX’s solution promises to be a significant competitive differentiator in the market.
“We will continue to evolve our offerings to meet the dynamic needs of retail, further consolidating our position as one of the main providers of ecommerce and Retail Media solutions in Brazil alongside major players,” adds Rafaela Rezende.
About VTEX
VTEX (NYSE: VTEX) is the all-in-one composable commerce platform that delivers efficiency and lowers maintenance costs for companies looking to optimize their IT investments and modernize their technology stack. Through our pragmatic composability approach, we provide brands, distributors and retailers with unparalleled flexibility and end-to-end solutions, allowing them to focus solely on initiatives that generate a clear competitive advantage and maximize profits. VTEX is trusted by 2,600 global B2C and B2B customers, including Carrefour, Colgate, Motorola, Stanley Black & Decker and Whirlpool, with 3,500 active online stores in 43 countries (as of fiscal year ended December 31, 2023). For more information, visit www.vtex.com.
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