The conversation around advertising effectiveness in Latin America is changing. In a context of fragmented audiences, multiscreen consumption, and message saturation, the differentiator is no longer just reach or frequency, but the ability to build relevant advertising experiences.
The Kantar Media Reactions 2025 study once again places this point at the center, with a data point that summarizes this transformation: Mercado Libre ranks as the platform with the highest Ad Equity (user advertising preference) across the region.
Regional Leadership Reflecting a Broader Trend
The rise of Mercado Ads to the #1 position in Ad Equity in Latin America marks a turning point in regional media. According to the report, advertising within the Mercado Libre ecosystem is perceived as one of the most relevant and useful in the region; 69% of users state that every time they enter the platform, they see brands that genuinely interest them. This positive perception translates into higher levels of attention and recall — two key variables in a landscape where capturing seconds of interest is increasingly challenging for brands.
Within this regional trend, Argentina stands out as one of the most consolidated markets, leading the local ranking for the fourth consecutive year, with three ecosystem brands in the top five:
Mercado Libre: #1
Mercado Pago: #3
Mercado Play: #4
However, the phenomenon goes beyond local performance and confirms a logic replicated across Latin American countries: advertising relevance scales when supported by real usage contexts and first-party data.
Advertising That Accompanies Rather Than Interrupts
One of the most relevant findings of Kantar Media Reactions 2025 is the shift in user attitudes toward advertising. Across different markets in the region, there is greater openness to ads when they are naturally integrated into the digital experience. In Argentina, for example, receptivity reached a record 52%, the highest level recorded to date.
This behavior reinforces a key idea: rejection is not toward advertising itself, but toward irrelevant or intrusive messages. Environments where advertising is perceived as useful, contextual, and aligned with user intent achieve better results in terms of acceptance and effectiveness.
360° Strategies and Real Efficiency
The study also highlights the efficiency of integrated strategies. Regionally, Kantar notes that 360° campaigns developed within the Mercado Libre ecosystem were 8.5 times more efficient than television in generating brand impact in Latin America.
This data should not be read as an isolated comparison between media channels, but as a clear signal of how media planning is evolving. Strategies that combine multiple display, video, audio, and retail media formats — supported by data to activate messages at different moments of the journey — amplify impact without relying solely on repetition.
From Platforms to Media Players
The growth of Mercado Ads reflects a broader regional trend: the consolidation of major digital ecosystems as media players. With proprietary inventory, logged-in audiences, and high-quality data, these platforms enable brands to build both branding and performance strategies within a single environment.
As Lucas Bonardi, Director of Mercado Ads Southern Cone and Andean Region, states: “Reaching the first position in the region confirms that we offer an environment where advertising does not interrupt, but solves.”
Meanwhile, Agustina Servente, Media Leader at Kantar Insights Argentina, noted: “Brands must compete for people’s attention, but many times ads do not reflect what consumers truly prefer. Mercado Libre’s advertising platforms break that logic by offering varied experiences depending on the channel.”
Conclusions for Brands Looking Ahead to 2026
Beyond rankings, Kantar Media Reactions 2025 leaves clear lessons for media planners in Latin America:
Advertising relevance is now a decisive efficiency factor.
First-party data enables better contextualized messaging.
360° strategies outperform isolated channel approaches.
User preference is earned when advertising delivers real value.
