MERCADEO Versión en español
Matias Carracedo of Mercado Ads Mexico: We focus on actions that show the potential of this advertising model
Claudia Smolansky| 25 de abril de 2023
Matías Carracedo de Mercado Ads México
Matias Carracedo, general manager of Mercado Ads Mexico, shared with PRODU his view of what to expect in the year 2023 in e-commerce and fintech, as well as the importance of advertising in these media and the opportunities it offers in Mexico. In his opinion, e-commerce and fintech are two trends in constant growth and innovation and are focused on improving the user’s experience at any point of the purchasing process, as well as offering more efficient financial solutions. “With the peak of e-commerce during the pandemic, online shopping became a daily routine for millions of people, strengthening the growth of both the fintechs and e-commerce, while digital advertising also experienced unprecedented growth and development,” he said. In that sense, he noted that in the region the digital advertising segment grew last year by more than $10 billion, which represents over 12 percent of total retail sales through e-commerce. Digital will have almost $21 billion in ad spend, almost 60 percent of the total amount invested in the region.About the goals they have to keep growing and at the same time, maximize the country’s economy, he noted that from Mercado Libre they have 23 years democratizing access to e-commerce and online financial services. For that,, he believes that it has become the leading technology company of the region in those areas and in one of the largest e-commerce channels in the world. “Mercado Ads has a presence in the entire ecosystem of Mercado Libre, maximizing its audiences on both platforms: Marketplace with +961M customers and Mercado Pago with:+3M active users. In addition, some 115,000 advertisers receive more than 98M clicks on ads with their messages and their brands every month throughout all of Latin America. In addition, in Mercado Ads we recently incorporated a new solution for buying advertising called Display Ads Progammatic. With this device, brands and agencies will be able to program their ad spend with the segmentation of First Party Data based on a genuine intention to purchase,” Carracedo said.
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