Amazon to challenge Google and Facebook in Digital Advertising
Digital advertising has been a $209 billion business globally in 2017 and is expected to increase 13 percent in 2018 (Magna Global). In the US, it’s estimated that Google and Facebook currently control 70 percent of the entire digital advertising market with Amazon presently estimated to be the fifth largest digital advertiser with 2 percent of the market according to analysts at Pivotal. If dominating the retail market wasn’t enough; Amazon is looking to gain ground and compete with Google and Facebook in digital advertising. They plan to do this by focusing on ad opportunities on Amazon’s e-commerce search and video products.
What does this mean for the inventory advertisers can find the actual ads Amazon may be able to deliver?
Amazon's enhanced focus on digital advertising is excellent news for advertisers and digital agencies but not so good for Google and Facebook.
Due to their e-commerce dominance, technology, and brand, Amazon can begin to challenge Google and Facebook. This will not only introduce new technology but lower prices and demand more transparency in digital advertising.
Google Launches Google Customer Match
Google just announced that they are providing digital marketers the ability to target audiences based on their phone numbers and mailing addresses. This is a big deal because it will allow for a higher audience match rate within an already best in class customer matching advertising platform. A higher match rate will reduce wasted spend and provide more flexibility with paid search budgets. As realtors, you can target and re-market an entire set of customers and prospects just like you would with Direct Mail or a follow-up phone call.
Before this latest announcement, the most granular targeting took place with anonymized e-mail addresses. This type of targeting is called Google Customer Match. E-mail addresses tend to be much less reliable than phone numbers and addresses because people have multiple e-mail addresses and not every e-mail address can be matched within Google’s network.
Get excited because now you will be able to use your e-mail marketing lists, direct mail lists, text messaging lists, form fill data and target them directly online. Reduce the wasted spend and start leveraging all of your data!
Arjun dreams of attribution models and wRC+. He is a digital marketing analytics whiz and you can follow his musings at @iamarjunkumble.