Amazon Growing as an Advertising Platform?
While Google still has the monopoly on ad sales, Amazon is increasingly growing, making more and more advertisers think about using Amazon as an advertising platform. It seems like a no-brainer for companies selling tangible products to advertise on Amazon, as it is one of the largest online shopping platforms around today. Ads on Amazon can link to products being sold on Amazon, as well as products sold on outside websites that can be linked to. The people that use Amazon are usually ready to purchase, where people who use Google are often just browsing. Also, Amazon ads are most likely cheaper from a cost-per-click standpoint, as well as bidding for certain keywords to be connected to your ad. While Amazon is only estimated to grow to 7% of all digital ad spend in 2020, it is definitely growing.
This article is relevant to what we have learned in class because we have talked about ad sales, keyword based advertising, pay-per-click, and how to determine the best combination of advertisers and ad slots based on values and number of clicks. While we really only talked about Facebook and Google in class, Amazon could be an up and coming platform that could be considered in this context.
https://www.cmswire.com/digital-marketing/is-it-time-for-marketers-to-invest-in-amazon-ads/