Amazon Makes Gains in Search Share Dollars | Adtaxi
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Amazon Makes Gains in Search Share Dollars

Ecommerce

Jennifer Flanagan

Dec 18 2019

Move over, Google — Amazon is on your tail. While Google may still be at the top when it comes to search ad revenue, Amazon is quickly rising to meet the challenge. Experts predict Google’s share of search ad revenue will drop in the next 2 years, while Amazon’s share is set to increase.

Amazon’s Market Share Grows 

Amazon is projected to claim 8.8 percent of all digital ad spending in 2019, up from 6.8 percent in 2018. In contrast, Google is expected to drop from 38.2 percent to 37.2 percent in market share.

eMarketer reports Amazon is the only company whose share of the U.S. search market will grow over the next few years, surpassing Microsoft as the second-biggest ad platform for search. This means it’s not just Google losing ad shares to Amazon, it’s all of the top players in the digital ad space.

Reasons for Amazon‘s Gain

More consumers are turning to Amazon to start product searches, and more brands are using it for promoting their products and targeting consumers for a number of reasons:

  • Targeted search: If consumers already know what they want, it’s easier to search on Amazon where the search results are more specific and accessible.

  • Consumers are ready to buy: Amazon can reach consumers when they’re ready to make a purchase. Advertising on Amazon can offer brands a strong return on investment since customers are one click away from purchasing the product advertised.

  • Advanced data tracking: Amazon tracks the prior buying habits of consumers to help advertisers target the right customers.

 What Amazon Is Doing Right

Amazon focuses on brands over ad agencies, educating brands on how Amazon can help with brand awareness and direct sales. It offers tools such as Amazon DSP, a demand-side platform that enables advertisers to programmatically buy display and video ads.

Being in closer proximity to the end of the sales funnel is another reason for Amazon’s success. Sellers on Amazon can bid on certain terms so they show up higher on users’ search results, making it easier for brands to reach consumers when they’re ready to make purchases.

Amazon Is Diversifying Ad Offerings

Amazon’s ad business will continue to grow as it diversifies its ad offerings beyond display ads.

Currently, advertisers can reach consumers through:

  • Sponsored product ads

  • Display ads

  • Video ads 

Amazon boasts a wide range of popular platforms and devices on which ads can be displayed, which is one area where Google can’t compete. As a result, Amazon is on the forefront of connected TV advertising through Amazon DSP.

Amazon‘s Measurement and Targeting Tools

Amazon’s growth can be attributed, in part, to its measurement and targeting tools. Through its ad server and dynamic creative optimization unit purchased from Sizmek in May 2018, Amazon can not only help marketers place ads, it can also help them personalize ads using data, and more effectively measure their effectiveness.

These tools are appealing to marketers looking to save money by not wasting ad dollars on useless leads.

Tagged : Amazon , Ecommerce

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Ecommerce and retail brands are always seeking new ways to reach their target audiences with relevant branded content. Connected TV (CTV) has emerged in recent years as an effective medium for extending brand reach to qualified viewers, gathering detailed analytics and insights, and driving cost-effective digital ad campaigns. Today we dive into the reasons ecommerce and retail advertisers need CTV to succeed in today's market, the key challenges these industries face, and CTV strategies every ecommerce and retail brand can quickly implement. Common CTV Challenges Facing Ecommerce and Retail The art of reaching the right user at the right time — and with the right messages — can prove intimidating for brands still transitioning from brick-and-mortar operations to the online marketplace. As more consumers turn to online shopping for its convenience and variety, more brands emerge to obscure the market with virtually endless product offerings, making it difficult to stand apart from the competition. CTV is one solution to this problem, offering brands an opportunity to engage audiences through content they’ve already elected to view. With more eyes on streaming services than ever, it tracks that CTV ad spend continues to outpace projections. Brand marketers should also be prepared to invest in high-quality creative and precise targeting to stand out in a field growing increasingly crowded — CTV isn’t the secret marketing weapon it once was. Creating engaging and relevant video content requires time and resources, which can require significant investment for brands unaccustomed to running video ads online. However, high-quality video content designed for CTV campaigns can easily be repurposed to fit the needs of other channels. Why Ecommerce and Retail Brands Need CTV One of the main benefits of CTV is its ability to reach a highly targeted audience. With CTV, brands can target specific demographics, interests, and behaviors to connect with users matching their ideal customer profile. This degree of specificity is far beyond the capabilities of traditional TV advertising, making CTV a powerful tool for brands in virtually any vertical. CTV campaigns also provide detailed insights into consumer behavior. Brands can track who sees their ads, how long they watch, and whether they’re taking action as a result of the ad’s messaging. This data informs and refines strategies and campaigns for improved results — not just through CTV, but across all channels and platforms. Lastly, CTV is widely considered a cost-effective advertising solution compared to traditional TV advertising. With CTV, brands can reach customers with precision targeting and reduce wasteful ad spend. What Makes a Good CTV Campaign? There are a handful of common traits today’s best-performing brands share when winning over customers with CTV advertising: Invest in high-quality video content. Consumers expect video content that is both engaging and relevant to their interests. Brands that can create a video that resonates with their target audience are likely to see success with CTV advertising. Base CTV targeting and messaging in data. By carefully monitoring ad performance, brands can hone their targeting parameters and creative assets for better results. This data can also be used to identify new opportunities and trends to stay ahead of the competition. Integrate CTV advertising with other marketing channels. Brands that integrate CTV advertising with social media and email marketing can create a more cohesive experience for new customers — and maintain a consistent brand voice throughout their marketing efforts. Partner with an experienced CTV advertising agency. A good agency can provide expertise and guidance on how to create effective CTV campaigns, helping brands maximize their advertising spend and achieve their marketing goals. CTV is quickly becoming an essential advertising tool for ecommerce and retail brands. While CTV may pose some initial challenges to brands new to targeted video or the broader digital ad environment, those that invest in high-quality CTV campaigns and work with experienced partners can generate a healthy ROI. By adopting a proactive approach to CTV advertising, brands position themselves for success in the years ahead.

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