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Five things to know about Amazon's fast-growing ad business

From Street Fight

Search “Amazon advertising,” and the first webpage you’ll find comes from the e-commerce giant itself. The pitch? In a phrase: “Reach millions of customers who find, discover, and buy at Amazon.”

It doesn’t get much more compelling than that.

With a reported 56% of shoppers in the U.S., U.K., Germany, and France using Amazon as a point of departure for online product searches, and with Amazon’s ad biz growing more than 100% YOY and seemingly poised to pose the sturdiest challenge to Google and Facebook’s duopoly, brands looking to reach online customers—especially affluent, digital-savvy ones with dollars to spend—must take note of the emerging Third Way.

Here are five things you need to know about the most legitimate challenge to Google and Facebook’s digital ad dominance

1. Amazon’s advertising pitches include selling more products, driving traffic to external sites, and increasing mobile app downloads. Search on Amazon accounted for 1.1% of such spending in the U.S. in 2017, while the company took in about 3% of digital display revenue.

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