“Amazon Posts and Attribution were successful betas in 2021. With influencer marketing growing, I predict that Amazon will lean in heavily here and potentially adopt their own influencers targeting Amazon exclusive lifestyle products. I also predict that ‘Amazon Live’ will grow and stream similar to Twitch (which Amazon now owns) to become a ‘QVC’ of the modern internet age. Amazon will also encourage users to ‘follow’ brands and mimic social media interactions in this way.”
“Double down on advertising designed to build brand awareness and preference. When everyone else is pulling out of the market, you can gain a higher share of voice by making bold moves. Additionally, brands that can level up the products they do have in stock through advertising can mitigate any loss in revenue,” Verburgt says. – Evan Walsh, Sr. Programmatic Analyst, Tinuiti
“The country of Venezuela, Tesla, AMC Theatres and The Dallas Mavericks. What do they all have in common? They’ve all accepted a form of cryptocurrency in the past year. As Cryptocurrency becomes more popular and adoption continues to increase, Amazon will look to allow purchases on the platform with Cryptocurrency or maybe even create one of their own for use on their site.”
“With the increase of TikTok and other UGC platforms, consumers are becoming more reliant on video as a showcase for a product. Social media has transformed the business world by creating a type of consumer experience centered around seeing how a product engages with its environment. So, leveraging video creatives is a great way to show the consumer how a brand’s product works in real-time.”
– Karen Hopkins: Strategist, Programmatic, Tinuiti
– Pat Petriello, Director of Amazon Strategy, Tinuiti
In 2021, Amazon CPCs among all ad types including Sponsored Ads, Sponsored Products, Sponsored Brands, and Sponsored Display increased, and it is expected they will continue to do so in the future.
Rising CPCs paired with news headlines regarding supply chain shortages have created unexpected challenges for brands. – Nancy McLaughlin, Sr Director Marketplaces, Tinuiti
Amazon Advertising Predictions for 2022
Amazon as a Brand-building and Demand Generation Platform
You can optimize keywords and audiences forever. But if you’re showing that audience low-performing creative and detail pages, you’re missing half of the equation. Honest Beauty’s ability to produce product level video assets and adapt those assets for our Amazon audience made for a great customer experience that was reflected in the brand’s performance.” You can optimize keywords and audiences forever. But if you’re showing that audience low-performing creative and detail pages, you’re missing half of the equation. Honest Beauty’s ability to produce product level video assets and adapt those assets for our Amazon audience made for a great customer experience that was reflected in the brand’s performance.”
Cryptocurrency and Amazon team up
When Tinuiti partnered with Honest Company, the goal was to increase the company’s visibility in non-branded search terms. The Honest team created custom videos, each highlighting a different product (versus a generic brand video). You can view the entire case study here.
“OTT is one of the best channels for initial consideration. It’s highly impactful, and having it being targeted through programmatic buying allows you to hit your consumer at the right time. Right place, right time is the story of programmatic and OTT takes this to the consumer’s TV.”
– Christian Lopez, Team Strategist, Marketplaces, Tinuiti