Mercado ADS held its UPFRONT 2025 event after consolidating itself as one of the three main half -players in Latin America, with a growth of almost 46% in its advertising investments in 2024, according to the LATAM Retail Media Ad Spending Forecast 2025 EMARKETER Report.
Under the concept “Break The Tape”, the company presented news, among which strategic alliances with HBO Max and Roku for video campaigns, which expand their solution ecosystem from Awareness to conversion.
Mercado ADS also presented the “Race” campaign, created 100% with artificial intelligence, which shows how the platform intelligently connects brands and its millions of consumers in the region.
According to LATAM Retail Media Ad Spending Forecast 2025 EMARKERTER Report, the average retail in Latin America grew 44.5% in 2025 compared to the previous year, reaching 2,640 million dollars (USD) in advertising investment, visualizing that by 2029, Mexico will consolidate as the second country in the world with greater penetration of this advertising segment, only behind China.
Meanwhile, Mercado ADS expanded its leadership, being a destination of about 60% of the total investments in retail average in the region.
ADS market, in addition to the average retail, reinforced its position as Media Player, expanding its strategic alliances and full -fun solutions that raise the importance of an intelligent advertising investment.
Jesús Moreno Sosa, SVP Mercado ADS, considered that “Break The Tape” represents for Mercado ADS the start of a new chapter to write with its commercial partners.
“Every tool and each strategy we present are invitations open to co-create the future of its brands with solutions to achieve real results of Awareness to Conversion; the true difference is to do it ‘Smarter, not harder’. Today we talk about innovation, intelligence and future. The tape is in front of us as a symbol of the next level of growth and it is time to break it together to build the present and the future of the marketing in Latin America, announcing intelligence, ”he explained.
HBO Max and Roku join the CTV Network of Mercado ADS
As part of its strategy to strengthen the Full Funnel ecosystem, Mercado ADS announced the expansion of its Connected TV (CTV) network through two new alliances that offer even more options for branding campaigns.
“The alliance with HBO Max It provides brands for the opportunity to integrate one of the leading streaming platforms present in more than 90 countries and territories, and offers more than 40 thousand hours of high quality content and great global cultural impact. This Partnership will be available in Mexico, Colombia, Brazil and Argentina, among other Latin American countries, ”said the company.
As part of the same expansion line, Mercado ADS reported that it incorporates Yearthe operating system for TV number 1 in sales in Mexico (according to CIRCANA, LLC, Retail Tracking Service, US, CA, and MX, Smart TV by Software Service, Unit Sales, January-June 2025), present in more than 90 million active homes globally.
“With more than 60,000 content on demand and more than 85 live channels available in The Roku Channel in Mexico, Roku allows advertisers to reach millions of highly compromised spectators,” said Mercado Ads.
With the integration of HBO Max and Roku video inventory, which now together with Disney+ and Market Play make up its CTV network, Mercado ADS said that this will allow brands to expand their scope and connect with high value audiences in premium entertainment environments, ensuring greater attention and impact on their campaigns.
Intelligence Hub and Meli Branding: Solutions to achieve real results from Awareness to Conversion
During the event, Mercado ADS also presented the evolution of its solution Mercado Ads Intelligence Hub Designed to convert the Big Data into Smart Decions, with a new set of tools that allow “even smarter” decisions and measure the real impact with precision at each stage of the funnel.
Also, as part of its expansion, Mercado ADS announced Meli Branding, A set of innovative solutions that allow brands to associate with Mercado Libre and enhance their scope in the most relevant campaigns and dates of the year.
“From co-branding alliances, Premium sponsorshyps, a brand presence in the most important campaigns such as Hot and Good End to activations along with creators and states, Mercado Libre makes available its brand to build together success and growth stories,” said the company.
Race: A 100% campaign created with AI to show the risks and opportunities of advertising
Additionally, Mercado ADS officially announced its New “Race” campaignwhere he stressed that triumphing in the digital race does not have to invest more, but to invest more intelligently, reinforcing its position of strategic partner that transforms the data of its ecosystem into decisions with real results and total traceability.
The campaign, created by the GUT agency using 100% artificial intelligence, uses the metaphor of a competitive race, where the ads are represented as products on the track, showing the risks of a wrong segmentation, a evil timing or misunderstood data, which can take a mark from the track and leave it away from the goal: the consumer, consolidating the message “Mercado ADS: Announced with intelligence”.
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