Post by samsparrow74 on Feb 15, 2024 11:22:28 GMT 1
Since its appearance in the digital advertising ecosystem, Amazon has become a bigger and bigger threat to the hegemony of the all-powerful advertising platforms of Google and Facebook. Although these giants continue to reign in the digital advertising empire, Forrester analyst Colin Colburn has predicted substantial changes starting in 2020 , which are reflected in a study by the research firm included in Adweek . «2017 was the year brands tested the waters of Amazon, 2018 was about brands getting serious about using Amazon as an advertising channel and 2019 will be the transition of Amazon as an always-on advertising channel for many », says CEO of the marketing tool Kenshoo, Oren Stern, in the Forrester report ,
Which attributes Amazon's growth as an advertising platform to four main causes . First, the fact that Amazon sellers are increasing spending on ads to promote their products. According to the report, this Taiwan Phone Number List expense will not stop growing, at least for the moment. On the other hand, brands that do not sell on Amazon are beginning to turn to the platform to obtain their data and thus guide their online advertising strategies. The third cause lies in the rise of consumer packaged goods (CPG) brands on Amazon. According to the Forrester study , advertising spending by these types of companies was residual due to measurement challenges. With Amazon's last-mile conversion data, this reality is starting to change.
Finally, the increase in Amazon's influence in the world of agencies stands out , as they dedicate an increasing percentage of their budget to Jeff Bezos' company. WPP, Publicis and Omnicom spent more than $800 million According to its estimates, Forrester says that advertising groups WPP, Publicis and Omnicom spent more than $800 million on advertising on Amazon last year, while agencies spent $1.5 billion. It becomes necessary to compare these figures (a priori grandiose) with the data boasted by its main rivals. Spending on Facebook reached 55 billion and Google sank its teeth into 116 billion . Although its figures are still far from those of these two major players, Amazon's advertising business will not stop growing. Of course, as Forrester warns , the company will have to expand the workforce dedicated to the advertising area by hiring account managers, specialists in programmatic advertising and engineers to improve the service and reinforce its value.
Which attributes Amazon's growth as an advertising platform to four main causes . First, the fact that Amazon sellers are increasing spending on ads to promote their products. According to the report, this Taiwan Phone Number List expense will not stop growing, at least for the moment. On the other hand, brands that do not sell on Amazon are beginning to turn to the platform to obtain their data and thus guide their online advertising strategies. The third cause lies in the rise of consumer packaged goods (CPG) brands on Amazon. According to the Forrester study , advertising spending by these types of companies was residual due to measurement challenges. With Amazon's last-mile conversion data, this reality is starting to change.
Finally, the increase in Amazon's influence in the world of agencies stands out , as they dedicate an increasing percentage of their budget to Jeff Bezos' company. WPP, Publicis and Omnicom spent more than $800 million According to its estimates, Forrester says that advertising groups WPP, Publicis and Omnicom spent more than $800 million on advertising on Amazon last year, while agencies spent $1.5 billion. It becomes necessary to compare these figures (a priori grandiose) with the data boasted by its main rivals. Spending on Facebook reached 55 billion and Google sank its teeth into 116 billion . Although its figures are still far from those of these two major players, Amazon's advertising business will not stop growing. Of course, as Forrester warns , the company will have to expand the workforce dedicated to the advertising area by hiring account managers, specialists in programmatic advertising and engineers to improve the service and reinforce its value.