In the latest episode of “Amazon’s on the Verge of Taking Over the World,” a Fast Company article
suggests that Amazon has the potential to disrupt Google and Facebook’s longstanding
digital advertising co-dominance. This is due to Amazon’s impressive digital
advertising growth (a $2.8B business in 2017, according to JP Morgan), but more
importantly to Amazon’s market leadership in Voice.
Multiple reports have posited that Voice is advertising’s future,
and as devices like Amazon’s Echo are found in more homes they could become
another channel for advertisers. Currently, if a user asks Alexa for household
product recommendations Alexa will suggest strongly reviewed products available
on Amazon for purchase. However, according to a recent CB Insights report cited
in the article, if the Company created a similar “programmatic ad product for
voice… Brands may willingly shell out to be the top Alexa recommendation.”
In my personal opinion, this potential development is a bit
scary. For one, I don’t need more advertisers infiltrating my home. Secondly, I
would much rather be recommended products based on verified user reviews as
Amazon (mostly) does now than to have a brand push their version directly to
me, as I’m likely to miss out on a superior product.
I guess we’ll have to wait and see what Amazon does… you know, after
it solves Alexa’s
spontaneous giggle issue.
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