According to research firm eMarkerter, Amazon is projected to claim 8.8 percent of U.S. digital and spending in 2019, up from 6.8 percent in 2018, and could reach 10 percent market share by 2020. While Facebook might know what customers like and Google might know what they want, Amazon knows what they actually buy. This appeals to marketers because it reduces a lot of the guesswork they have to do.
Other retailers and e-commerce platforms are also eyeing this opportunity to generate additional revenue. Grocery giant Walmart has a small advertising business but has hired executives from NBC Universal and CBS to help boost the business. Kroger has a new marketing unit that places web ads for brands like Unilever and General Mills and aims to generate $400 million in additional profit by 2020. Target's in-house media network has attracted hundreds of clients.
As a dominant e-commerce platform, Amazon has become increasingly important for brands and marketers. Generally, there are three different dashboards to advertise on Amazon:
- Seller Central (for third-party sellers)
- Advertising Console
- Amazon DSP (run by Amazon Media Group)
Marketers/brands can choose to launch sponsored product campaigns, brand ad campaigns, or product display ads. Details please see this article: https://searchengineland.com/amazon-advertising-attribution-heres-how-it-works-310936
Sources:
https://www.seattletimes.com/business/amazon-has-a-big-advertising-business-walmart-wants-one-too/
https://adage.com/article/digital/amazon-makes-quick-work-ad-industry-10-billion-year/316468/
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