Why more advertisers will see Amazon as a brand builder

No items found.

This article by Hannah Grobmyer, AVP of Client Delivery at Kepler, was originally published in The Media Leader.

Amazon presents an attractive proposition for advertisers wishing to harness Amazon’s consumer data insight in multiple channels including the TV streaming space.

The retail media landscape has exploded recently, but perhaps the most interesting thing about this growth is it isn’t all about commerce.

Amazon saw its media earnings reach $31 billion in ad revenue in 2021. While it is still very much third behind Google and Facebook, the commerce giant is making an interesting play which could gradually reset the balance between the walled gardens and open the way for other retail brands to diversify and expand their media propositions.

Whilst historically the perception has been that the retail advertising sector is only beneficial for the promotion of CPG or FMCG products, Amazon is breaking the mold by showing its versatility when it comes to middle and upper funnel activity for all sectors, not just retail.

Following a similar strategy to the likes of Google and Facebook, Amazon’s focus has shifted to digital brand-building and brand awareness – linking its vast retail and data capability to streaming and live media such as Twitch, Freevee (formerly IMDb TV), influencer live shopping, and Prime Video.

With the phasing-out of third-party cookies, and increasing privacy regulations, Amazon presents an attractive proposition for advertisers wishing to harness Amazon’s consumer data insight in multiple channels including the TV streaming space.

Read the full article to learn how marketers are using Amazon and their consumer data to navigate the changing advertising landscape.

Kepler is an Advanced Amazon Sales Partner and a certified Amazon Marketing Cloud partner servicing retail and non-retail clients and agencies globally. Learn more about how we help brands succeed on Amazon here.

Why more advertisers will see Amazon as a brand builder

Article Source Link

This article by Hannah Grobmyer, AVP of Client Delivery at Kepler, was originally published in The Media Leader.

Amazon presents an attractive proposition for advertisers wishing to harness Amazon’s consumer data insight in multiple channels including the TV streaming space.

The retail media landscape has exploded recently, but perhaps the most interesting thing about this growth is it isn’t all about commerce.

Amazon saw its media earnings reach $31 billion in ad revenue in 2021. While it is still very much third behind Google and Facebook, the commerce giant is making an interesting play which could gradually reset the balance between the walled gardens and open the way for other retail brands to diversify and expand their media propositions.

Whilst historically the perception has been that the retail advertising sector is only beneficial for the promotion of CPG or FMCG products, Amazon is breaking the mold by showing its versatility when it comes to middle and upper funnel activity for all sectors, not just retail.

Following a similar strategy to the likes of Google and Facebook, Amazon’s focus has shifted to digital brand-building and brand awareness – linking its vast retail and data capability to streaming and live media such as Twitch, Freevee (formerly IMDb TV), influencer live shopping, and Prime Video.

With the phasing-out of third-party cookies, and increasing privacy regulations, Amazon presents an attractive proposition for advertisers wishing to harness Amazon’s consumer data insight in multiple channels including the TV streaming space.

Read the full article to learn how marketers are using Amazon and their consumer data to navigate the changing advertising landscape.

Kepler is an Advanced Amazon Sales Partner and a certified Amazon Marketing Cloud partner servicing retail and non-retail clients and agencies globally. Learn more about how we help brands succeed on Amazon here.

More News from Kepler Group

Ruchi Prasad Named Chief Legal Counsel

Kepler Group has hired Ruchi Prasad as General Counsel to bolster its corporate development and sales partner solutions efforts.

Read More

Google Extends Cookie Deadline to 2024

Google has pushed back the deadline for third-party cookie deprecation, but it’s no time for advertisers to slow down.

Read More

Adweek: Advertisers unfazed by Google's cookie delay

This push to 2024 gives other alternatives more time for experimentation.

Read More

Digiday: Why agencies continue to invest in training

Why agencies continue to invest in training and education even as a potential recession adds financial pressure.

Read More

How Bloomberg Media Reached a Global Audience

How Bloomberg Media reached a global audience with personalized and effective display ads.

Read More

Five Things We've Realized in 5 Years of In-Housing

Here's what we've learned since brands started in-housing elements of their digital media investment.

Read More