Question

In Advertising:

Select a current event article of your choice – from Smart Briefs, from the Internet, from Ad Age, etc. YOU WILL SUBMIT A WRITTEN SUMMARY INCLUDING YOUR INPUT/ANALYSIS/DISCUSSION ABOUT THE TOPIC.  

In 1.5 to 2 pages (single spaced, college level writing) summarize the main points of the article. Relate to content we have covered in class. Explain what the article is about and how it affects advertisers, consumers, or other involved stakeholders.

What can be learned from this article? BE THOUGHTFUL ABOUT THE ARTICLE SELECTED. THIS IS EXPECTED TO BE A PROFESSIONALLY WRITTEN ARTICLE.

Answer 1

Article: Why Brands are flocking to Amazon advertising

Author: Kiri Masters

Publication Date: Feb 20, 2019

Publication paper: Forbes

Amazon business model is creating stirs among the competitors in recent times. Amazon seems to have got a Midas touch as whatever it is putting its hands on, is turning gold. The recent venture of Amazon is all about the advertisers. In the year 2017, the company had generated more than 2000 jobs in the field of advertising. This led it to build a platform, facilitating the self-service training of the advertisers. This move of the company has caused a radical shift of the advertising industry from the conventional advertising platforms like Facebook and Google to the bold and unconventional platform offered by Amazon.

The primary reasons which has made the Amazon platform more attractive for the advertisers are:

• Direct sales data generated from Amazon platform leads to more transparency in calculating ROI: The metrics used on Amazon platform help in giving more concrete and comprehensive data regarding an advertisement’s performance. Also the analytics used by Amazon help in gauging the needs, preferences and perception of the consumers towards various brands. This eventually helps the company to refine its advertising strategy and attack the market with better perspective. The return on ad spends (ROAS) is more for Amazon than that on Google and Facebook as the masses are showing more inclination towards Amazon as a platform.
• Data sharing is facilitated on Amazon: Amazon is leveraging on latest technology to make its offering more attractive and lucrative to the customers. The incorporation of technology in advertising domain has helped in better analysis of the advertisement data and is supporting the strategizing of the advertisers. Customer volume, impression share and details about advertisement placement can be easily gauged with the help of Amazon platform. The company is capitalizing on the fundamentals of Brand Analytics to show the relative importance of various marketing and advertising keywords in real world. This aids the advertisers to make their advertising campaign more lucrative. Such features are not being provided by traditional advertising platforms like Google and Facebook.
• Access to wide consumer network of Amazon: The advertisers are getting inclined towards Amazon for advertising as they get fascinated by the wide coverage of the company and want to capitalize on its customer base. The target audience base of Amazon is huge and advertisers do not want to miss the opportunity of interacting with them.

Hence, we can conclude that Amazon has the understanding of what works well for the market and the stakeholders. It is analyzing the market and giving them the aspects desired by the various stakeholders. There may come a time when the advertising campaigns may eventually vanish from traditional platforms like Google and Facebook and will crowd the unconventional platform of Amazon.