At the beginning of October, Amazon released its newest advertising format – Amazon Media Group, which is basically Amazon’s own display advertising network. With over 150 million visitors to Amazon.com each month, who are all at least minimally interested in purchasing something, prepare to meet a new advertising powerhouse.
Unlike other traditional display networks, Amazon has a ton of personal information about their customers that we happily hand over, in exchange for a better shopping experience. Amazon knows not only my demographic basics (age, gender, where I live) but things like:
- What kind of music I listen to
- I own a Kindle & Apple computer
- What books I’ve read
- What kind of toothbrush I use
- If I’m likely planning a trip soon (based on a new suitcase purchased)
Ok – so maybe that’s not all helpful to an advertisers, but the point is that Amazon could probably put together the most accurate online profile of myself compared to any other online site – maybe even Facebook. I’m pretty sure Facebook doesn’t know what kind of toothbrush I have. Amazon knows your deepest darkest shopping secrets – all the things you buy online because you don’t want to be seen buying Fifty Shades of Grey at the local Barnes and Noble…yup, Amazon knows. And can now use that information to better target an ad experience to you.
Granted, like any major display campaign, Amazon’s marketplace doesn’t come cheap. But if you’re a big brand, with significant media dollars to spend, I would seriously consider testing Amazon’s marketplace. Shoppers go to Amazon to buy. They are in that mindset, and with perks like Amazon Prime, impulse shopping is likely at an all-time high (at least it is in my house). Amazon has mastered the online shopping experience, and continues to be the gold-standard in shopping cart best practices. Combining highly-targeted display advertising with a site where people can easily purchase your advertised products sounds like a no-brainer to me.
Learn more about Amazon’s Media Group.