Amazon’s Ad Platform Being Shaped by Utility and Speed
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Amazon has been quietly building out its ad platform for the last six years — and it’s finding utility and speed key to getting consumers to act. At Ad Age’s Digital Conference, Lisa Utzschneider, VP-global advertising sales at Amazon, shed some light on the retail giant’s efforts.
A “new normal” has evolved, where customers expect relevant experiences across devices. The expectation is that the consumer can buy whatever she needs whenever she wants to on any device. Consumers expect to go from wanting to purchasing in 30 seconds or less, Ms. Utzschneider said.
That expectation is shaping Amazon’s ad platform. It is embedding ratings and reviews, coupons and click-to-buy functionality in ads. Consumers who view those ads are 20% to 30% more likely to take action than the average customer who reviews e-commerce ads. Likewise, multi-screen campaigns, when compared to campaigns that have run on one screen, are performing 18% better.
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