Mercado Ads, the advertising business of Mercado Libre, has launched Video Catalog Ads, a video ad format that turns videos sellers have already published into dynamic ads without new production, E-Commerce Brasil reported. The ads combine those organic clips with updated catalog details such as price, promotions and shipping conditions, and each one links to a catalog page on the marketplace with the advertised product highlighted.
The ads can also run outside Mercado Libre, on a network of more than 60,000 sites and apps in Latin America, using the platform's audience data. According to the report, the tool uses AI to distribute campaigns based on predicted consumer interest, with segments updated in real time. The format is already available in the main Latin American markets and arrives just before Black Friday.
According to Mercado Ads data, users reached by video ads convert at a 38% higher rate than those who are not, and video posts can generate up to two times more sales. Marcio Souza, senior director of Mercado Ads in Brazil, said retail media has moved beyond a static digital shelf to follow how consumers explore, watch and decide.