{"id":1562,"date":"2024-09-23T17:20:05","date_gmt":"2024-09-23T15:20:05","guid":{"rendered":"https:\/\/www.justretail.news\/latam\/?p=1562"},"modified":"2025-11-08T23:53:21","modified_gmt":"2025-11-08T22:53:21","slug":"retail-media-transforma-el-comercio-digital","status":"publish","type":"post","link":"https:\/\/www.justretail.news\/latam\/noticias\/retail-media-transforma-el-comercio-digital\/","title":{"rendered":"Retail Media: Transforma el Comercio Digital"},"content":{"rendered":"\n<p>El Retail Media se ha consolidado como una tendencia publicitaria dominante en 2024, ofreciendo a los retailers una nueva fuente de ingresos y a las marcas una forma efectiva de alcanzar a su p\u00fablico objetivo en el momento m\u00e1s oportuno. Este modelo permite a los retailers monetizar sus espacios digitales, <strong>colocando anuncios en sus <a href=\"https:\/\/www.justretail.news\/latam\/wp-content\/uploads\/2024\/07\/JUST-RETAIL-LATAM-mediakit.pdf\">sitios web<\/a> o aplicaciones m\u00f3viles<\/strong>, lo que convierte a estas plataformas en medios de comunicaci\u00f3n directos para las marcas.<\/p>\n\n\n\n<p>En Espa\u00f1a, los principales retailers como Amazon, Carrefour, El Corte Ingl\u00e9s y Zara han adoptado este modelo, diferenci\u00e1ndose en dos tipos principales: los &#8216;pure players&#8217;, que operan exclusivamente online, y los &#8216;clicks &amp; bricks&#8217;, que combinan negocios online y offline. Esta estrategia no solo genera ingresos adicionales para los retailers, sino que tambi\u00e9n <strong>aumenta la visibilidad de las marcas y mejora la experiencia de compra para los clientes, ofreciendo publicidad m\u00e1s relevante y menos intrusiva.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.justretail.news\/latam\/wp-content\/uploads\/2024\/09\/Advertisers-retailers-partnering-to-reach-consumers-1-1024x683.jpg\" alt=\"\" class=\"wp-image-1565\" srcset=\"https:\/\/www.justretail.news\/latam\/wp-content\/uploads\/2024\/09\/Advertisers-retailers-partnering-to-reach-consumers-1-1024x683.jpg 1024w, https:\/\/www.justretail.news\/latam\/wp-content\/uploads\/2024\/09\/Advertisers-retailers-partnering-to-reach-consumers-1-300x200.jpg 300w, https:\/\/www.justretail.news\/latam\/wp-content\/uploads\/2024\/09\/Advertisers-retailers-partnering-to-reach-consumers-1-768x512.jpg 768w, https:\/\/www.justretail.news\/latam\/wp-content\/uploads\/2024\/09\/Advertisers-retailers-partnering-to-reach-consumers-1-630x420.jpg 630w, https:\/\/www.justretail.news\/latam\/wp-content\/uploads\/2024\/09\/Advertisers-retailers-partnering-to-reach-consumers-1-150x100.jpg 150w, https:\/\/www.justretail.news\/latam\/wp-content\/uploads\/2024\/09\/Advertisers-retailers-partnering-to-reach-consumers-1-696x464.jpg 696w, https:\/\/www.justretail.news\/latam\/wp-content\/uploads\/2024\/09\/Advertisers-retailers-partnering-to-reach-consumers-1.jpg 1059w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>El Retail Media se divide en dos categor\u00edas principales: &#8216;Retail On Site&#8217; y &#8216;Retail Off Site&#8217;. &#8216;Retail On Site&#8217; incluye publicidad dentro del ecommerce, como <strong>banners y anuncios de productos destacados<\/strong>, mientras que &#8216;Retail Off Site&#8217; abarca publicidad en plataformas externas como redes sociales y email marketing. Ambas categor\u00edas permiten a los retailers y marcas maximizar su colaboraci\u00f3n y aumentar las ventas, manteniendo al mismo tiempo el control sobre los anuncios publicados y la segmentaci\u00f3n de usuarios.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ventajas <\/h2>\n\n\n\n<p>La implementaci\u00f3n de Retail Media ofrece numerosas ventajas tanto para los retailers como para las marcas y los consumidores. <strong>Para los retailers, representa una fuente adicional de ingresos y la oportunidad de impulsar las ventas y aumentar el ticket medio.<\/strong> Para las marcas, proporciona un canal directo para llegar a los consumidores que est\u00e1n m\u00e1s dispuestos a comprar, aumentando su visibilidad y alcance. Finalmente, para los consumidores, asegura una experiencia publicitaria nativa y personalizada que acompa\u00f1a su navegaci\u00f3n sin interrumpirla.<\/p>\n\n\n\n<p>Adem\u00e1s, el Retail Media es una estrategia escalable que beneficia a todos los involucrados, creando una relaci\u00f3n &#8216;win-win-win&#8217; entre retailers, marcas y consumidores. Esta estrategia est\u00e1 impulsada por la preferencia de las cookies de primera parte, el aumento de la inversi\u00f3n digital, los cambios en los h\u00e1bitos de consumo y la integraci\u00f3n de tecnolog\u00edas avanzadas como la inteligencia artificial<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El Retail Media se ha consolidado como una tendencia publicitaria dominante en 2024, ofreciendo a los retailers una nueva fuente de ingresos y a las marcas una forma efectiva de alcanzar a su p\u00fablico objetivo en el momento m\u00e1s oportuno. Este modelo permite a los retailers monetizar sus espacios digitales, colocando anuncios en sus sitios [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1564,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[39],"tags":[332,330,331,333,91,334],"class_list":{"0":"post-1562","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing","8":"tag-comercio-digital","9":"tag-ia","10":"tag-publicidad","11":"tag-retai-on-site","12":"tag-retail-media","13":"tag-retail-off-site"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retail Media: Transforma el Comercio Digital - Just Retail Latam<\/title>\n<meta name=\"description\" content=\"Retail Media: Retailers y marcas optimizan la monetizaci\u00f3n 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