Adweek LATAM once again positioned itself as one of the most influential meeting points for the creative, media, technology, and marketing industries in the region. The 2025 edition brought together global leaders, regional visionaries, agencies, brands, platforms, and content creators to reflect on the future of advertising in a rapidly evolving ecosystem. Across multiple stages and conversations, one central idea remained consistent: the next era of marketing will be defined by the balance between technological advancement and deeply human creativity.
The event underscored how Latin America is no longer just adopting global trends, but actively shaping its own narrative around innovation, culture, and business transformation. From artificial intelligence and retail media to connected TV and programmatic out-of-home, the discussions reflected a market that is maturing quickly, demanding more strategic thinking, better data usage, and a stronger connection with audiences.
Human-Centered Creativity in the Age of AI
Artificial intelligence continues to dominate conversations in the advertising industry, and AdWeek LATAM was no exception. However, one of the strongest collective positions emerging from the event was a clear call to protect and strengthen human creativity. While AI is increasingly embedded in processes such as content production, audience targeting, media optimization, and automation, speakers emphasized that technology should serve as an accelerator of ideas, not a replacement for human intuition, cultural understanding, and emotional intelligence.
The conversations highlighted that brands which rely solely on automation risk becoming generic and disconnected. Instead, those that combine advanced tools with authentic storytelling, strategic thinking, and emotional relevance will be the ones able to stand out in an oversaturated digital environment. The future of advertising, according to this vision, will not be won by the most advanced algorithm alone, but by the teams capable of aligning data, creativity, purpose, and human insight under a single brand narrative.
The Acceleration of Programmatic DOOH and Physical-Digital Convergence
Another major trend confirmed during the event was the fast growth of programmatic Digital Out-Of-Home (DOOH) advertising across Latin America. Advances in mobility data, geolocation, audience segmentation, and real-time optimization are redefining how brands interact with consumers in physical spaces. Cities are becoming data-driven environments where screens, mobility patterns, and behavior intersect in real time, enabling advertisers to deliver contextual and measurable messaging outside of traditional digital platforms.
For brands, this evolution represents an opportunity to bridge the gap between offline visibility and digital precision. Latin America’s dense urban centers, public transportation systems, and high pedestrian traffic create an ideal environment for DOOH expansion. As measurement capabilities improve—moving from impressions to attention, recall, and behavioral impact—programmatic out-of-home is positioning itself as a critical pillar of omnichannel strategies in the region.
Retail Media and the Power of First-Party Data
Retail media emerged as one of the most powerful forces reshaping the marketing landscape. With the ongoing decline of third-party cookies and increasing concerns around data privacy, brands and platforms are shifting their focus toward first-party data ecosystems. Marketplaces, retailers, and e-commerce platforms are no longer just distribution channels; they are rapidly becoming full-scale media platforms with sophisticated audience intelligence, closed-loop attribution, and strong performance capabilities.
During AdWeek LATAM, several case studies demonstrated how retail media can effectively combine branding and conversion within a single strategy. Especially for Gen Z and digital-native consumers, the convergence of entertainment, content, and commerce is becoming seamless. This trend signals a structural change: brands must now think not only about where they advertise, but also about who owns the data, how that data is activated, and how media and commerce increasingly operate as one connected ecosystem.
Connected TV and the Redefinition of Video Advertising
Connected TV (CTV) continues to expand its footprint across Latin America, driven by changing consumption habits and the rapid adoption of smart devices. The region is witnessing a gradual transition from traditional broadcast viewing to on-demand, platform-driven video ecosystems. CTV offers advertisers the promise of combining the reach and storytelling power of traditional television with the targeting, optimization, and measurement capabilities of digital media.
Despite its growing audience, the industry acknowledged that challenges remain, particularly around standardization of metrics, transparency, and budget allocation confidence. However, the general outlook is optimistic. As measurement becomes more consistent and advertisers grow more comfortable navigating the connected ecosystem, CTV is expected to play a central role in full-funnel strategies, blending awareness, consideration, and performance within a single video-driven environment.
Structural Shifts: Consolidation, Walled Gardens, and the Open Web
Beyond formats and technologies, AdWeek LATAM also reflected deeper structural changes within the global advertising ecosystem. One of the most notable discussions revolved around consolidation and the growing dominance of closed platforms, or “walled gardens.” Large technology companies, retail platforms, and proprietary ecosystems continue to strengthen their control over both media inventory and first-party data, creating increasingly complex challenges for transparency and interoperability.
At the same time, the open web faces mounting pressure as independent publishers struggle for scale, monetization, and audience retention. Mergers, acquisitions, and strategic alliances are becoming more frequent as companies seek competitive advantages through scale and proprietary data. For brands and agencies, this environment demands more sophisticated media planning, stronger governance models, and a sharper focus on value creation rather than pure reach.
Implications for Brands, Agencies and the Marketing Ecosystem
Together, these trends paint a clear picture of where marketing is heading in Latin America. Creativity remains the engine of differentiation, but it must now operate in tandem with technology, data, and platform intelligence. Retail media and first-party data are reshaping how brands build relationships with consumers. DOOH and CTV are redefining the boundaries between physical and digital worlds. And structural shifts across the industry continue to influence how media is bought, sold, and measured.
For brands, the challenge is no longer just visibility, but relevance, trust, and meaningful connection. For agencies, the opportunity lies in designing integrated strategies that unite creativity, media, data, and technology under one cohesive vision. The conversations at Adweek LATAM made it clear that the future will belong to those who can navigate complexity with clarity and innovate with purpose.
Helios Worldwide and Its Active Role in the Industry Conversation
Within this evolving landscape, Helios Worldwide continues to play an active role in the most relevant industry conversations, participating in key events such as AdWeek LATAM to stay at the forefront of emerging trends. Through its presence at these global forums, Helios strengthens its strategic vision, deepens its understanding of regional and international market dynamics, and reinforces its commitment to driving innovation, creativity, and measurable impact for the brands it represents.
By engaging directly with industry leaders, platforms, and creators, Helios Worldwide not only tracks the future of advertising, it helps shape it, aligning global insights with local execution and forward-thinking brand strategies.