The (Advertise) Everything Store

Advertising Vehicles with Huge PotentialAmazon has been increasingly taking control over the consumer39s experience across the purchase funnel from awareness with display adsamp160all the way down to retention with subscribeandsave amp160In addition Amazon is a key player in the following spaces all of which could be fertile territory for advertisingecommerce amp160More online product searches now start on Amazon than Google according to BloomReach amp160Amazon has already started to offer Product Listing Ads but the broader eCommerce opportunity is huge even outside the platform with ad space available on coupons shipping boxesamp160and Amazon LockersContent amp160Even if the shows and movies on Prime are mainly adfree we are increasingly seeing hints of direct monetization of their premium defaultsoundon video inventory amp160Structurally Amazon is monetizing its content production beyond a flatfare allyoucanwatch model amp160For example Manchester by the Sea was released in theaters before going on Amazon Prime amp160Also starting months ago Amazon has been testing preroll ads on their videos amp160Moreover Amazon recently announced a deal to live stream NFL games should we be surprised if we start seeing ads during the games amp160If their ad monetization efforts in video succeed audio via Amazon Prime and Audible would likely followAlexa amp160Amazon seems to be winning the AI voicecontrolled device battle with integrations into smart TVs and other household appliances amp160Brands like Tide would most certainly want to become the default product when we say quotAlexa buy detergentquotRobust Tech and DataAmazon collects extremely attractive data across its multiple platforms having not only a deep understanding of users39 interests and preferences but also what they actually purchase rather than merely intent amp160Other than just improving targeting this unique information offers a straightforward attribution metric amp160And in a world where advertisers are increasingly pushing for transparency and performancebased models being able to directly attribute a purchase action to a marketing action is very compellingFinally Amazon has recently become the most used Demand Side Platform DSPamp160and Amazon Web Services AWS is the cloud computer market leader amp160Both are examples of Amazon39s ascendancy in domains that used to be controlled by GoogleMassive Scale Unlike Snap Twitter or even Verizon Amazon has enough scale to compete headtohead with the duopoly amp160We have already mentioned that Amazon is the preferred starting point for product search amp160Now let39s take a look at their financial scaleAmazon is the only one with a market cap similar to Google39s or Facebook39s amp160As for reach current estimates have Amazon Prime at nearly 70 million members amp160who are paying 99year for subscriptions in the US which represents more than half the households in the countryAmazon might be distracting us with flying drones or checkout free stores and these cool futuristic products effectively captivate our attention But their revenue growth in the short term will come from monetizing their current products through advertising not from inventing new onesLately Facebook and Google have been increasing their efforts around ecommerce adding new features to their platforms amp160Is this really a surprise after allClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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The (Advertise) Everything Store

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Ramiro Sanchez Caballero

We Are the Outliers - By Jack Myers

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Ramiro Sanchez Caballero

We Are the Outliers - By Jack Myers

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