Navigating Amazon: It’s Easy

Youamp8217ve probably guessed then that amp8220easyamp8221 is the topic of this monthamp8217s blog amp8211 specifically how utterly easy the advertising process can be today for any type of businessWhether youamp8217re a startup entrepreneur and marketing neophyte or an established business that has depended largely on wordofmouth or other vehicles for getting your name out there engaging with advertising opportunities today can be effortlessTelevision advertising used to have a reputation for complexity But today MVPDs we work with are making it easier for any kind of clientTo illustrate my point however I want to cite a company familiar to all of you amp8211 though possibly not so much yet in terms of its role in advertisingDid you know that Amazon is the 3rd largest digital advertising platform in the country by revenueDespite being the newest kid on the advertising block in comparison to Google and Meta Amazon in 2023 commanded a 125 US digital ad market share vs Metaamp8217s 211 and Googleamp8217s 268 per various sources And Amazon is projected to close the gap dramatically by 2026 per eMarketer forecasts when its US share is projected to reach 173 vs Metaamp8217s 209 and Googleamp8217s 239Adding Amazonamp8217s unrivaled ecommerce capabilities and insights makes it an even more formidable player on the global marketing landscapeAmazonamp8217s even becoming more like amp8220televisionamp8221 itself Not only is it a supermarket of entertainment content the companyamp8217s striking deals to offer more NFL games and with its Brian Williamshosted Election Night special itamp8217s even dipping its toes into live newsAmazon has evolved into what in terms of marketing is arguably now a onestopshopping destination Video Audio Gaming and of course Shopping itself Its deep capabilities and expertise in ecommerce and its ubiquitous customer touchpoints amp8211 across not only shopping but increasingly viewing can be leveraged to marketersamp8217 great advantageOr to put it another way sort of like the Thanos character of the Marvel superhero movies Amazon is inevitableBut for some marketers navigating Amazon can be intimidatingFor example where do marketers start in terms of deciding how to advertise on Amazon Would it be Prime Video Or the shopping site Or the Fire StickIt can seem complicated requiring special software and unlike many other digital ad platforms far from a oneclick processPut another way Amazonamp8217s very strengths amp8211 its multiplicity of marketing formats and offerings amp8211 can also be its key limitationamp8230 namely its sometimesdaunting complexityTV and radio advertising display advertising search adsamp8230 these are formats and concepts marketers can get their arms around relatively easilyBut Amazonamp8217s offerings are uniquely multilayered Letamp8217s look at a few examplesNot surprisingly Amazon leverages its deep tech expertise to make life easier for marketers Amazon DSP for demandsideplatform allows advertisers to expand reach beyond its primary Ad Console onto both onAmazon and offsite placements enabling advertisers to drive traffic not only to their Amazon pages but to their directtoconsumer websitesBut it may be Amazonamp8217s special attention to specific product categories that is really distinguishing the companyMore than 104 million people have created an Amazon Garage Account and loaded over 228 million vehicles into the platform per dealer industry site dealereprocesscom essentially making Amazon the worldamp8217s largest parts store Advertisers can review vehicle data including the age make and model as well as usersamp8217 shopping habits The right partner can be the key to turning the ignition that enables marketers to take all these resources for a test driveBuying a car is a pretty major decision for most families but did you know Amazon can partner with families on an even bigger life event Amazonamp8217s babyregistry offering can leverage personal information to display ads for products services and features that might be of interest amp8211 all while respecting the information provider by not identifying names or email addresses The defaultvisibility setting for a baby registry is public and the registry appears on parenting and pregnancy websites like The Bump What to Expect and Baby Center And tying it all back to the automobilepurchasing life event Amazon can include registrants in an audience grouping that39s more likely to be in the market for a new car than the general populationAnd while weamp8217re discussing major life events did you know also that colleges and prospective students can find each other thanks to Amazon data amp8211 whether its studentsamp8217 purchases of books or study materials relative to the SAT ACT or other major testsOf course as the digital marketing sector has shifted back and forth on the use of cookies firstparty data amp8211 not surprisingly a particular strength for the worldamp8217s primary digital retailer has moved to the forefront among the most useful targeting toolsSo Amazonamp8217s filled with highly effective ad products but what is the best mix depending on the marketeramp8217s product or objectives amp8211 and how do you find that mixProficiency with Google advertising may not translate so easily to Amazonamp8217s platforms Even marketers experienced with Amazon may not master the ins and outs to using all these ad products At its most basic level how best to ensure your product gets maximum exposureIt may not be as easy as you may thinkWe increasingly work with clients to leverage Amazonamp8217s capabilities in advertising across its breadth of products and platforms And it has enabled us to leverage not only video but audio platforms on clientsamp8217 behalf for example we can help produce and insert ads within podcasts and Spotify musicamp8230 we can even layer in gaming with Amazonamp8217s Twitch this opens new worlds for marketers to reach consumers across demographicsIamp8217ve attempted here to provide just a glimpse of the wealth of opportunities Amazon can provide marketers but thereamp8217s so much more It might be a bit overwhelming at first for some marketers new to the depth of Amazonamp8217s offerings our role is to make it easy for themPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Navigating Amazon: It’s Easy

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David Solomon

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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