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Marketing Radar

Growth / Media · LatAm

Growth / Media

What do enterprise and scale-up marketers demand when they decide on media budget, measurement and performance?

Brazil, Mexico, Argentina, Colombia, Chile, Peru. Updated 25 Sep 2026.

Confidence reflects how broadly independent marketers and sources across all regions support a demand.

Short list: few demands in this region have both voice and an external signal yet; see Not ranked and Early signals.

Where each demand sits: emerging to mainstream

Left to right, how far each marketing technology has spread among businesses; higher up, how strongly marketers in this list ask for it.

ranked demandscored, not rankedlist mediancolour: emerging to mainstream
Where each demand sits, emerging to mainstream: Growth / Media LatAmScatter plot. Horizontal: adoption stage from innovators (left, emerging) to late majority (right, mainstream). Vertical: Demand Strength; the dashed line is the list median (40.7). Cross-channel ad budget allocation, Established & in demand, score 43.7.2030405060InnovatorsEarly adoptersEarly majorityLate majorityEmergingMaturingMainstreamDemand Strengthlist median 40.7Early & in demandEstablished & in demandEarly & quietMature & quietCross-channel ad budget allocationCross-channel ad budget allocation | score 43.7 | Market: early to late majority 50% use | Established & in demand
Not plotted: demands whose maturity is still to be measured and early signals

Maturity still to be measured (scored; an external usage rate or stage is still to come): Marketing mix modelling, Ad attribution gap checker.

Early signals (tracked, not yet scored): Campaign execution and optimisation automation (early majority), Traditional and untaggable media impact measurement (early majority), Conversion signal health check (early majority), Agency-to-in-house transition and media operating model choice (early majority), Retail media and marketplace ad measurement (early majority), B2B niche decision-maker targeting (early majority), Cross-channel reporting automation and reliability (early majority), Incrementality and lift testing (late majority), Marketing ROI report for the CFO (late majority). Maturity still to be measured for: Ad data inside AI assistants, Ad performance drop diagnosis, Ad platform change impact tracker, Ads benchmarks by channel and vertical, Agency report verification, Brand safety and suitability verification, Budget pacing and overspend control, Campaign decision history, Campaign setup pre-flight audit, Campaign waste and marginal return finder, Media plan generation and plan workflow, Online-to-offline store sales impact measurement, ROAS calculator, Targeting automation control audit.

How to read

Horizontal: how far a marketing technology has spread among businesses, from external research only (independent studies and research run by large brands), never from the score. Innovators = under 2.5% of businesses use it, early adopters 2.5-16%, early majority 16-50%, late majority over 50%; a measured usage rate sits inside its band, a stage without a rate at the band centre. Left of the divide is an early market.

Vertical: Demand Strength score. In demand = scoring above the median of this list (ranked and not ranked demands; the dashed line).

Areas in this list, including demands not plotted: Established & in demand · Mature & quiet · No maturity data yet. The cards use the same area names.

Ranked demands

Sort by
1 (1-1)

Cross-channel ad budget allocation

Recommends where to move budget between channels this week, based on verified numbers rather than each platform's own report.

High confidence
single-region voice
Market: early to late majority · 50% useEstablished & in demand
43.7 Demand Strength
Voice45
Research52
Intensity27
Budget29

Score combines the signals available for this demand.

Signals behind this score
  • Marketer voices
  • Independent research
  • Budget signals

Drawn from trade press, podcasts and industry research.

Where marketers voice itVoiced in US, EMEA, LatAm and APAC
Intensity (all regions)interestproblemlooking for a solutionpaying
Research

  • 56% of CMOs say their marketing organization lacks the budget required to deliver their 2026 strategy

    Gartner, Gartner 2026 CMO Spend Survey (press release), 2026 · n=401 · multi-country sample

  • 71.7% of marketers say ease of measurement dictates / influences how they allocate marketing budgets

    Marketing Week (with Kantar), The Language of Effectiveness 2026, 2026 · n=636 · sponsored by Google · UK sample

More

What marketers say

  • looking for a solution

    translated from Portuguese What this study shows is that it is not about putting more media on air, but about reaching different people on each of the screens. TV and digital do not need to compete for the role of main medium.

    O que esse estudo mostra é que não se trata de colocar mais mídia no ar, mas de alcançar pessoas diferentes em cada uma das telas. TV e digital não precisam disputar o papel de principal mídia.

    Digital Marketing Directorenterprise beverage company

    Brazil · Trade press · Sep 2026 source withheld

  • interest
    [show notes] At least on TV the "wastage kind of comes free, right?" he says. "Anyone outside your target audience you don't really pay for, while on digital you pay for every single impression, even if it isn't on target."

    VP, Data-Driven Marketing and Mediaenterprise consumer health company

    United Kingdom · Podcast · Jul 2026 source withheld

Research

  • Gartner, Gartner 2026 CMO Spend Survey (press release), 2026 · n=401 · Link

    56% of CMOs say their marketing organization lacks the budget required to deliver their 2026 strategy

More studies were reviewed for this demand.

Market maturity

Early to late majority · 50% use today · low confidence

Sources
  • Marketing Week (with Kantar), The Language of Effectiveness 2026, 2026 · sponsored by Google · Link
  • Adobe and MMA Global (via Marketing Week), Adobe + MMA Global budget survey, 2025 · run by Adobe and MMA Global · Link
  • TransUnion and EMARKETER, Marketing Measurement Confidence survey, 2025 · sponsored by TransUnion · Link

Not ranked (no research, search or momentum signal yet)

Marketers raise these demands, but research, search and momentum signals for this region are still to come. The score is shown; no rank is given.

not ranked

Marketing mix modelling (lite)

Estimates each channel's contribution to sales with a statistical model.

High confidence
no external signal yet
Market: maturity unknown
40.7 Demand Strength
Voice45
Intensity34
Budget31

Score combines the signals available for this demand.

Signals behind this score
  • Marketer voices
  • Budget signals

Drawn from trade press, online articles and industry research.

Where marketers voice itVoiced in US, EMEA, LatAm and APAC
Intensity (all regions)interestproblemlooking for a solutionpaying
Research

  • 54.1% say a lack of attribution/modelling data is the biggest barrier stopping their business investing in brand; 55.6% in large firms (250+)

    Marketing Week (with Kantar), The Language of Effectiveness 2026, 2026 · n=636 · sponsored by Google · UK sample

  • 67% of US buy-side MMM users say their MMM does not produce reliable/consistent results very well; 61% say it is not trusted by planning and analytics teams very well

    IAB (fieldwork by BWG Global), State of Data 2026: The AI-Powered Measurement Transformation, 2026 · n=287 · sponsored by Dstillery, OptiMine (Uptempo) · US sample

More

What marketers say

  • looking for a solution

    translated from Portuguese We tested well-known open-source tools (Robyn, Meridian) and consulted market solutions. The problem was not their technical capability; in fact, they are excellent, but our context (multiple verticals, varied KPIs, a need for fine control) called for a more customised solution:

    Testamos ferramentas open-source conhecidas (Robyn, Meridian) e consultamos soluções de mercado. O problema não era capacidade técnica delas, inclusive, elas são excelentes, mas nosso contexto (múltiplas verticais, KPIs variados, necessidade de controle fino) pedia uma solução mais customizada:

    Senior Data Scientist, Marketingenterprise food delivery platform

    Brazil · Article · Feb 2026 source withheld

  • looking for a solution

    translated from Portuguese There is that famous saying that 50% of the money I invest in marketing is thrown away, has no effect, but I don't know which 50%. So we take that maxim and want to break it, because we want

    Tem aquela célebre fase que diz que 50% do dinheiro que eu invisto em marketing é jogado fora, não tem efeito, mas eu não sei qual 50%. Então, a gente pega essa máxima e quer quebrar porque a gente quer …

    Executive Director, Consumer Managemententerprise beauty group

    Brazil · Trade press · Feb 2026 source

Market maturity

Stage unknown · 54% plan in 12 months

Sources
  • IAB (via EMARKETER), State of Data 2026, 2026 · Link
  • TransUnion and EMARKETER, Marketing Measurement Confidence survey, 2025 · sponsored by TransUnion · Link
  • Snap and EMARKETER, EMARKETER + Snap measurement survey (July 2024), 2024 · run by Snap and EMARKETER · Link
not ranked

Ad attribution gap checker

Shows the gap between the conversions Meta, Google or TikTok report and what GA4, Shopify or the CRM shows, with the three most likely causes.

High confidence
no external signal yet
Market: maturity unknown
35.5 Demand Strength
Voice41
Intensity17
Budget46

Score combines the signals available for this demand.

Signals behind this score
  • Marketer voices
  • Budget signals

Drawn from trade press, podcasts and industry research.

Where marketers voice itVoiced in US, EMEA, LatAm and APAC
Intensity (all regions)interestproblemlooking for a solutionpaying
Research

  • 60% of US marketing leaders name AI-driven discovery the hardest channel to attribute; 54% say AI-driven discovery has undermined confidence in their current attribution model

    EMARKETER, EMARKETER x Partnerize AI discovery attribution survey, 2026 · n=100 · sponsored by Partnerize · US sample

  • 72% of US buy-side attribution users say their attribution approach does not capture performance across all channels very well; 72% say it does not produce reliable/consistent results very…

    IAB (fieldwork by BWG Global), State of Data 2026: The AI-Powered Measurement Transformation, 2026 · n=315 · sponsored by Dstillery, OptiMine (Uptempo) · US sample

More

What marketers say

  • interest

    translated from Spanish I think we are obsessed with constantly measuring attribution or how we are moving sales; all these variables help us diagnose our investments, whether for brand building or to drive our sales

    Yo creo que estamos obsesionados por estar midiendo constantemente la atribución o cómo estamos moviendo las ventas, todas estas variables nos ayudan a tener un diagnóstico sobre nuestras inversiones, ya sea para construcción de marca o para impulsar nuestras ventas …

    CMOenterprise bank

    Mexico · Trade press · Feb 2026 source

  • interest
    [show notes] "Move beyond platform-native reporting and make attribution decisions you can defend internally... they unlocked +19.7% more revenue and a >500% RO[I]."

    Brand-side marketerenterprise food manufacturer

    Global · Podcast · Jul 2026 source withheld

Market maturity

Stage unknown · 35% plan in 12 months

Sources
  • TransUnion and EMARKETER, Marketing Measurement Confidence survey, 2025 · sponsored by TransUnion · Link
  • TransUnion and EMARKETER, Marketing Measurement Confidence survey, 2025 · sponsored by TransUnion · Link
  • TransUnion and EMARKETER, Marketing Measurement Confidence survey, 2025 · sponsored by TransUnion · Link
  • WFA, Cross-media measurement research (North Star / Halo), 2025 · Link
  • Snap and EMARKETER, EMARKETER + Snap measurement survey (July 2024), 2024 · run by Snap and EMARKETER · Link

Early signals

Demands marketers are starting to raise in this region. They are tracked from quarter to quarter and are scored once enough independent marketers raise them.

DemandStatus
Cross-channel reporting automation and reliability
Pulls every platform's weekly numbers into one place without manual copying, and keeps working when a connector or API changes.		early signal
Retail media and marketplace ad measurement
Measures what Amazon, TikTok Shop and retailer media spend adds on top of DTC channels, when the marketplace and the ad platform each claim the sale.		early signal
Ad performance drop diagnosis
When spend or conversions fall, finds whether the cause is delivery, tracking, creative, audience, auction or a platform change, and the day it started.		early signal
Marketing ROI report for the CFO
Reduces every channel's spend and return to one shareable monthly page for the CFO and the board, with the reason behind the number.		early signal
Incrementality and lift testing (iROAS)
Turns the ROAS a platform reports into incremental ROAS with a holdout or geo test, so the buyer knows which sales happened because of the ads.		early signal
Campaign decision history (brand memory)
Keeps what was changed, why, and what happened across ad accounts, so a new planner or a new agency can answer "what did we do last year".		early signal
Conversion signal health check (tracking loss, offline and CRM conversions)
Tells whether the conversions each platform receives are complete and correct after a checkout, consent or API change, and whether CRM or lead-quality signals reach the platform.		early signal
Agency-to-in-house transition and media operating model choiceearly signal
Ad platform change impact trackerearly signal
ROAS calculator (break-even and true ROAS)early signal
Ads benchmarks by channel and verticalearly signal
Campaign waste and marginal return finder
Ranks active campaigns by marginal return and shows which ones take credit for brand search or organic sales they did not cause.		early signal
Budget pacing and overspend controlearly signal
Targeting automation control audit (Advantage+, AI Max, PMax)
Shows what the platform's automation changed in targeting and placements after it was switched on, and whether it helped or hurt on your own account.		early signal
Agency report verification
Checks the agency's monthly numbers and "it went well" against the brand's own platform and store data, independently of the agency.		early signal
Ad data inside AI assistants (MCP, agents)early signal
Brand safety and suitability verificationearly signal
Campaign execution and optimisation automation (agentic media operations)
Applies bid, budget, keyword, pause and launch actions across ad platforms under the brand's own rules and human sign-off, instead of a team re-entering every recommendation by hand each morning.		early signal
Traditional and untaggable media impact measurement (TV, OOH, audio, sponsorship)early signal
Media plan generation and plan workflowearly signal
B2B niche decision-maker targeting (firmographic, ABM)early signal
Online-to-offline (O2O) store sales impact measurementearly signal
Campaign setup pre-flight auditearly signal