Amazon . com advertisers are in the market for strategy automation tools

Image: 3rd Door Media, Amazon Advertising Prediction 2019

Since advertising investment on Amazon expands, there is a clear need for tools to assist advertisers automate campaign management. That’ s according to our inaugural Amazon . com Advertising Forecast 2019, released Wednesday .

44% of Amazon . com advertisers plan to add campaign software tools in 2019.   In an online survey conducted by 3rd Door Media, publisher of MarTech Today, Marketing Land and Internet search engine Land, nearly 23 percent associated with respondents who are currently advertising upon Amazon said they employ equipment to help automate their Amazon advertisement campaigns. Another 44 percent mentioned they plan to start using automation equipment or platforms do so within the next 12 months.

In other words, according to the study, by this time next year two-thirds associated with Amazon advertisers could be employing equipment to help run their ad strategies.

But , because it turns out, the use of automation tools is just not uniform across companies of different sizes. For instance, among larger businesses with annual revenue greater than $25 million, more than a third (35 percent) are currently using Amazon ad software tools. But only 18 % of smaller companies, those with income under $10 million, employ them.

The opportunity for device vendors. However , each categories are nearly equal within their future intentions: 45 percent from the larger firms and 41 % of the smaller firms have plans to obtain automation tools over the next year.

Tools mentioned by study respondents include ones from Kenshoo, Splitly, Sellics, Seller Labs, Prestozon, Pacvue, PPC Scope, Helium ten, Adlucent, Jungle Scout and Fire up, as well as proprietary tools.

Key sources

A marketer’ s perspective. David Halperin is primary of Criterion Global, a press planning and buying agency based in Ohio. He said that, as a marketer regarding clients, his company primarily utilizes two tools: Amazon’ s very own interface for display banners, which usually he described it “ just a little clunky, ” and the Amazon DSP, to run ads on other websites programmatically with data from Amazon . com as well as from the advertising client.

In the future, he said, this individual expects to employ Kenshoo for Subsidized Product ads, which at the moment is really a relatively small portion of Criterion’ s i9000 Amazon ad business. But Qualifying criterion already uses Kenshoo for some other platforms, such as Facebook, so it will probably start employing its Amazon features.

Halperin noted the key strategy for advertising on Amazon . com is to recognize most purchases are usually “ bottom of funnel, ” meaning that shoppers often go presently there with a clear idea of what they want to purchase. Additional sales are possible via such mechanisms as “ comparable products, ” the kind of Amazon advertisements that Kenshoo supports.

Tools uniquely built pertaining to Amazon. Another method for tool providers is that associated with Boston-based Teikametrics, which focuses on huge brands. While it offers tools in order to optimize Amazon search term bids, item keywords and other search parameters, as well as supports the deployment of Subsidized Brand ads, it characterizes alone as a Retail Optimization platform. The key strategy: take advantage of the fact that Amazon . com is not only the advertising inventory, yet often sellers’ product fulfillment middle.

Teikamatics founder plus CEO Alastair McLean-Foreman said their company’ s tools consider platform-specific elements — such as Amazon-based supply management and product pricing — when dynamically optimizing Amazon advertisements.

This approach, he mentioned, provides the data and optimization equipment so that a seller can, for example, determine how many ads to run in case inventory is low, or whether it be better to increase advertising or decrease prices.

The reason why it matters. Since Amazon continues to invest in its marketing offerings, marketers are looking to employ the particular kinds of tools they use to help level and automate aspects of campaign administration in other digital channels. Our study signals there is a substantial opportunity for suppliers and that we’ ll likely find ongoing innovation in this area as suppliers work to meet marketer demand.

This story premoere appearance on MarTech Today. For more upon marketing technology, click here.

About The Author

Barry Levine covers marketing technology for 3rd Door Media. Previously, he protected this space as a Senior Article writer for VentureBeat, and he has discussed these and other tech subjects intended for such publications as CMSWire plus NewsFactor. He founded and brought the web site/unit at PBS train station Thirteen/WNET; worked as an online Older Producer/writer for Viacom; created a profitable interactive game, PLAY IT SIMPLY BY EAR: The First CD Game; created and led an independent film display, CENTER SCREEN, based at Harvard and M. I. T.; plus served over five years being a consultant to the M. I. Capital t. Media Lab. You can find him from LinkedIn, and on Twitter at xBarryLevine.

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