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.
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.