No doubt about it, it’s been a year of incredible change for digital advertising. As this article from CNBC points out, for the first time in the company’s history, Facebook reported a decrease in ad revenue, largely because of the extensive impact IOS privacy updates have had on the company’s ability to accurately target users. But the same quarter has shown incredibly positive changes for Amazon’s powerful, new ad platform! They showed an 18% increase in ad profits with another 13-17% forecasted for the third quarter. This makes Amazon the fastest growing of all ad platforms and one that your business needs to be taking advantage of!
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You’re probably thinking that Amazon isn’t important to your business, though. You don’t sell on the eCommerce giant and maybe you don’t even sell anything on your website. So, is Amazon not applicable to a brick-and-mortar store like yours? ACTUALLY, Amazon Premium is way larger than their popular website/app. In fact, the entire platform was developed specifically for businesses that aren’t vendors on their website and that don’t have an online shop.
In an Amazon Premium campaign, only about 5% of your ads will show up on Amazon.com. The remainder will run on the thousands of premium websites, apps, games, and streaming platforms owned by the giant or that are part of their powerful ad platform that is rivaling Google, Facebook, and the other ad giants.
How Important is Amazon to My Marketing?
It never pays to sleep on the online shopping giant. The incredible amount of targeting data they’ve assembled and the huge inventory of places where your ads can reach users is staggering. With Amazon Premium, you can serve ads to people who fit very specific demographic and behavioral targeting, serve ads to people based on the specific products or types of items they’re buying on Amazon, or even create a Custom Audience and use Amazon to powerfully serve ads just to a list of people you determine. And considering that 8 out of 10 homeowners in the US are Amazon shoppers, you can’t afford to miss having your brand on their robust platform.
What is Amazon Premium?
As we said before, ads on Amazon.com will be about 5% of your display ad inventory. But that’s only the tip of the iceberg. Amazon Partners are websites, apps and games that have agreed to let Amazon serve ads to targeted users off of Amazon, giving them access to over 5,000 new places to feature your brand. These sites are all Comscore 100 sites, so they’re top-tier publishers that you can feel confident are a good place for your ads to be seen.
Add on top of that hundreds of premium OTT channels that your video ads can be served to on Amazon Firesticks, and you’ve now got a targeted, premium inventory platform to serve display, pre-roll and streaming video ads to your ideal consumers. Plus, you can use Twitch, Amazon’s live-streaming platform as one of the most effective places to reach a younger audience.
Interested in seeing how Amazon could work for your marketing goals?
Wheeler Digital was one of the first agencies to get access to this technology, in the original beta-testing group when it was rolled out. And our experts have tons of successful campaigns under our belt and a commitment to learning about your unique goals and challenges to come up with the perfect plan for you! Give us a call today.