Currently, in Mercado Play there are 30-second videos, but the head of Mercado Ads for Mexico mentions that five-second ads will also be added that cannot be skipped, which is intended to be a way to reach large audiences “in an entertainment context and safe for brands”.
On the other hand, Carracedo accepts that although there are currently platforms that combine free content and payment options, such as Roku, one of the main values they see in Mercado Play is the number of subscribers that the e-commerce platform has.
They currently have more than 140 million monthly users, so “instead of going out looking for subscribers, I offer content to those I already have”, he mentions and highlights that the choice of free content was made based on elements such as quality, virality and options that complement the catalogs of streaming platforms.
Mercado Play is already available in Argentina, Chile and Mexico. The company also highlighted that its scope will be expanded to other nations in the region, such as Brazil, Colombia, Ecuador, Peru and Uruguay in the following weeks.