AI copilots across the funnel
What’s happening: Generative AI and ML models are shaping briefs, creatives, budgets, and bidding.
Why it matters: Faster experimentation and cheaper incrementality tests.
Leaders do: Build internal prompt libraries, creative variants at scale, and QA workflows to avoid model “hallucinations.” For more information please visit Performance Agency in LATAM
Privacy-first performance & first-party data
What’s happening: Signal loss (cookies dying, iOS/Android changes) pushes brands toward consented data.
Why it matters: Stable targeting and measurement.
Leaders do: Spin up lightweight CDPs, server-side tagging, consent management, and media mix + incrementality testing.
Retail Media goes mainstream
What’s happening: Mercado Libre, Amazon, Rappi, Carrefour, and Cencosud networks are exploding.
Why it matters: High-intent audiences + closed-loop sales data.
Leaders do: Build marketplace optimization squads (search, content, promos) and unify RMN reporting with paid social/search.
Commerce on chat: WhatsApp as a conversion engine
What’s happening: Click-to-WhatsApp ads + bot/agent handoff = lower CAC, especially for services and high-consideration products.
Leaders do: Design conversational playbooks, integrate payments/CRM, and attribute chat-assisted sales.
Performance-branding convergence
What’s happening: Creators, UGC, and short video are performance channels—not just branding.
Leaders do: Always-on creator programs, modular hooks for A/B creative, and whitelisting to run creator handles as ads.
CTV/OTT and digital audio scale up
What’s happening: Streaming adoption opens programmatic TV and audio inventory.
Leaders do: Treat CTV as an upper-mid funnel with geo tests, QR/vanity URLs, and MMM for lift quantification.
Cross-border e-commerce and payments innovation
What’s happening: More sellers target regional buyers; local rails (PIX, SPEI), BNPL, wallets reduce friction.
Leaders do: Localize payments/checkout, run geo-segmented feeds, and tailor shipping/returns messaging per market.
Data clean rooms & partnerships
What’s happening: Retailers, media, and brands collaborate without sharing raw PII.
Leaders do: Build playbooks for overlap analysis, audience building, and closed-loop sales measurement.
Logistics & last-mile as media levers
What’s happening: Same-day and pickup options affect conversion as much as ad copy.
Leaders do: Sync inventory/logistics data to campaigns (pause under-stocked SKUs; boost where delivery is fastest).
Local nuance at scale
What’s happening: Spanish ≠ Spanish; Brazil is its own continent. Regulations differ (e.g., LGPD in Brazil), slang and holidays vary.
Leaders do: Country-specific creative matrices, localized landing pages, and compliance checklists per market.
Creative ops industrialization
What’s happening: The bottleneck is now creative throughput.
Leaders do: Asset taxonomies, dynamic templates, scene-level testing, and “creative analytics” tied to ROAS, not just CTR.
Measurement beyond last-click
What’s happening: Platforms over-credit. CFOs want causality.
Leaders do: Lightweight MMM, geo-experiments, ghost ads, and holdouts to validate platform lift claims.
B2B and high-ticket lead gen reboot
What’s happening: Longer cycles and complex journeys post-privacy.
Leaders do: Event-level quality scoring, sales/CRM feedback loops, and conversational qualification (WhatsApp + call center).
Sustainability and social impact as performance signals
What’s happening: Consumers reward brands with credible ESG—especially in premium segments.
Leaders do: Test value props around local sourcing, fair trade, and carbon-light delivery; reflect it in ad copy and PDPs.
What winning LATAM agencies will look like
Hybrid squads: Retail media + marketplace ops + paid social/search + CRM/WhatsApp in one pod.
Owned IP: Internal scripts, bid/creative optimizers, and data connectors that create a moat.
Testing culture: Pre-registered lift tests, weekly creative sprints, and a public “learning library.”
Compliance-first: Country-specific data/privacy playbooks and audit trails.
Full-funnel P&L view: Attribution that the CFO trusts (MMM + experiments), not just platform dashboards.
90-day roadmap (steal this)
Signal hardening: Server-side tagging, conversion APIs, consent flows.
Retail media pilot: Pick 1–2 marketplaces; unify catalog, content, bids, and promos.
WhatsApp conversion lane: Click-to-chat flows + CRM + agent SLAs + attribution.
Creative engine: 10 hooks × 5 angles × 3 edits; kill/scale rules based on CAC/LTV.
Measurement spine: One holdout test and one geo-lift per quarter; start a lightweight MMM.
If you want, tell me your industry and target countries, and I’ll tailor this into a concrete channel mix and testing plan.
