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2022Report
AmazonAdvertisingBenchmarks
andTrends
80%
60%
40%
20%
0%
2
TheAgeofAmazonAdvertising
Anunparalleledsurgeinbrandsadvertisingon
Amazonhastakenplaceoverthepastyear,and
thistrendwilllikelycontinuetogrowasmore
andmorebrandscontinuetoadoptAmazon
Advertisingintotheirmarketingstrategies.
Reachinga$41.75billionadrevenuetotalasof
early2022,Amazon’sever-expandingsuiteof
advertisingandmediaofferingsmeansbrandsand
theirtechnologypartnersmuststayontopofthe
latesttrendsinordertopinpointandleveragenew
opportunitiesforgrowth.1
Thepushtoreachasmanycustomersaspossiblehas
createdanunprecedentedcompetitivelandscape
withbrandslookingforstrategicwaystoincrease
theirAmazonAdvertisingspendwhilealsoexploring
theemergingpotentialofWalmartConnectand
othere-commerceadplatforms.
Basedonasurveyofmorethan1,000U.S.brands,ouradvertisingexpertsunpackthetoptrendsthatareshapingtheadvertisingandmedialandscapewithinretailande-commerce,revealinginsightsandbespokestrategiessuccessfulbrandsareusingtodaytogrowandwinonAmazonande-marketplaces.
Withadvertisingbudgetsnowshiftingawayfrom
traditionaldigitalchannelsandembracingpoint-
of-purchaseplatformslikeAmazon,brandscanno
longerignoretheseplatforms’powerfulabilityto
reachandconnectwithconsumersacrossevery
stageoftheirshoppingjourney.
DigitalMediaSpendAcrossChannels
AmazonGooglePaidsocialDisplay/programmatic
1eMarketer,2022
?FEEDVISOR
?FEEDVISOR
3
?FEEDVISOR
TableofContents
BRANDSONAMAZON
4
ADVERTISINGTYPESANDFORMATS
7
DRIVINGROI
ADTOOLSTOHELPMAXIMIZEPERFORMANCE
11
WHAT’SAHEAD
13
ThissurveywascommissionedbyFeedvisorandconductedbyZogbyAnalytics,
anationallyandinternationallyrespectedopinionresearchfirm,onbehalfof
Feedvisor.ItwasdistributedonlinefromJan.24,2022,toMarch4,2022,among
anationalsampleof1,000+retailbusinessdecision-makers.Resultsfromthe
fullsurveyarebasedonaconfidenceintervalof95%andhaveamarginoferror
ofplusorminus3.1percentagepoints.Allnumbershavebeenroundedtothe
nearestpercent.
4
BrandsAdvertisingonAmazonSeeHighROI
53%
ofbrandsadvertisingonAmazonseeanaveragereturnof7x’sormore
Withitslowprices,vastselectionofgoods,excellentcustomerservice,anddeepunderstandingofitscustomers,Amazonisahavenforbothdealseekersandadvertisers,with83%ofbrandsnowadvertisingthere.
Forthepasttenyears,Amazon’sadvertisingbusinesshasquietlygrowntobecomeoneofthemostsought-afteradvertisingopportunitiesbybrands,generatinganunprecedented$31.2billioninadvertisingrevenueinthelastyear.1ThisisthefirsttimethatAmazonhasreportedits’advertisingrevenue,anditisalreadyoneofthefastest-growingpartsofAmazon,increasinganimpressive32%year-over-year.Inaddition,Amazonisprojectedtodrive77.7%ofallU.S.retailmediadigitaladspendthisyear.2
Amazon’ssuccessisevidentnotonlyinarecord-breakingrevenuestreambutinpublicopinionwith58%ofbrandsseeingagreatdealofvalueinAmazonAdvertising,up8%fromlastyear.
BrandsViewAmazonastheBestPlacetoAdvertiseforReturns
28%
ofbrandsseethehighestmediaspendreturnfromAmazon
ChannelsGeneratingtheHighestReturnon
MediaSpend
28%
28%
25%
14%
6%
A
G
PaidSocial
Display/programmatic
Otherdigitalchannels
ThiscomesasnosurprisesinceAmazonismorethanequippedtohandlethechallengeofreachingconsumersinrelevantplaces,evidencedbytheirnewadoptionsforadvertisersbothonandofftheirplatform.
1Amazon,2022
2eMarketer,2021
?FEEDVISOR
?FEEDVISOR
TakeyourAmazonadvertisingresultstothenextlevelwith
thepowerofFeedvisor360.
Learnmoreat/platform
BRANDSADVERTISINGONAMAZONSEEHIGHROI5
Infact,brandsnowinvestonaverage36%oftheir
advertisingspendonAmazoneachmonthwith
33%ofbrandsinvesting$81k+amonthonAmazon
Advertising.
Additionally,topbracketspendingonAmazon
Advertisinghasincreasedoverthepastyear
withoneinfivebrands(20%)nowspending
$100Kormorecomparedtolastyear’s11%.
WhileadvertisingonAmazonishappeningall
year-round,43%ofbrandsconsistentlyadvertise
throughouttheyear.Brandsdecidingagainst
Amazonaltogetherarelosingoutonahigherreturn.
MonthlyAdvertisingSpendonAmazon
$0-20K$21-40K$41-60K$61-80K$81-100K$100K+
202020212022
BRANDSADVERTISINGONAMAZONSEEHIGHROI6
AcquiringNewCustomersisthe
PrimaryGoalforAdvertisingon
Amazon
AcquiringnewcustomersisthemostpopulargoalforbrandsadvertisingonAmazon(61%),followedbydrivingbrandawareness(56%),drivingsales(53%),andgainingmarketingshareovercompetitors(45%).
1
2
3
4
5
Top5GoalsonAmazon
Acquiringnewcustomers
Drivingbrandawareness
Drivingsales
Gainingmarketshare
Protectbrandfromconquestingandhaveafullfunnelview
BrandschooseAmazontoacquirenewcustomersbecauseofitspopularityamongconsumers.Currently,92%ofconsumerssaytheyaremorelikelytobuyproductsfromAmazonthananyothere-commercesitewhile56%ofconsumerssaytheyvisitAmazondailyoratleastafewtimesaweek.3
ConsumersflocktoAmazonforthreemainreasons:
Vastproductassortmentwithnear-limitlessinventoryfueledbyAmazon’sfulfillmentservice.
Optimizedcheckoutwiththeirsingle-clickcheckoutprocessesandofferingsubscriptionsforhouseholdproducts.
Unmatchedmembershipbenefitsincludingfreeexpeditedshipping,videostreaming,musicstreaming,eBookdownloads,andfreetrialsofotherAmazonservicestonameafew.
AmazonhascreatedaconvenientandefficientshoppingexperiencethatisdifficulttomatchwithmorebrandsrecognizingthepowerofhavinganAmazonpresence.
1Amazon,2022
2eMarketer,2021
3FeedvisorProprietaryResearch,2021
?FEEDVISOR
7
TheEver-ExpandingAmazonAdvertisingArm
44%
ofbrandsnowuseAmazonvideoadsaspartoftheirstrategies
Amazoncontinuestoaddtoitsadvertisingsuiteandhasrecentlyintroducedvideoadstotheirever-expandinglineup.Thiswasasmartmoveascurrently,92%oftheglobalpopulationwatchesdigitalvideosweekly.1Ofthosevideos,32%are“how-to”ortutorialswithmostfittingintotheentertainmentbucket.
Withvideoconsumptionontheriseatasteadypace(up16%inthelastyear)2givingampleopportunityforvisibility,itmakessensethatvideoadshavesurpassedallotheradtypesforthefirsttimeeverwith44%ofbrandsnowusingAmazonvideoadsaspartoftheirstrategies,andnearlyhalf(49%)planningoninvestinginvideoadsinthefuture.Videoadspendisalsoslatedtoaccountformorethanhalfofprogrammaticdisplayadspendingin2022forthefirsttimeintheU.S.withconnectedTVdrivingthisgrowth.3
TypesofAmazonAdvertisingBrandsUse
44%VideoAds
41%Customadvertisingsolutions
40%AmazonDSPDisplayAds
39%SponsoredProducts
38%SponsoredDisplay
33%SponsoredBrands
24%AudioAds
*Respondentscouldselectallthatapply.
1DataReportal,2021
2Limelight,2021
3eMarketer,2021
?FEEDVISOR
?FEEDVISOR
OtheradvertisingoptionsAmazonhasaddedorexpandedinthelastyearandahalfincludecustomadvertisingsolutionsandenhancedaudioads,bothofwhichbrandsutilizedthisyearwith41%optingforcustomadvertisingsolutionsand24%usingaudioads.CustomAdvertisingSolutionsaregainingsteamwith57%ofbrandsplanningtoinvestinthistypeofadvertisingmovingforward.
40%
ofbrandsuseAmazonDSPadsintheircampaigns
THEEVER-EXPANDINGAMAZONADVERTISINGARM8
WhatisAmazon’sCustom
AdvertisingSolutions?
UsingAmazon’sCustomAdvertisingservice,brandscanbuildcampaignsthatengageconsumersthroughouttheentiremarketingfunnel,buildingbrandawareness,consider-ation,andconversion-whetherornottheycurrentlysellonAmazon.
Someexamplesofcampaignsinclude:Homepagetakeovers
FireTVplacements
Customizeddestinationpages
On-boxadvertising
Multi-channelcampaignsthatinclude
in-storedisplaysinAmazonstores
BrandsstillrecognizethepivotalroleAmazonDSP
ordemand-sideplatformadsplayincustomer
journeyswith40%usingthemintheircurrent
campaignsand51%planningoninvestinginDSP
inthefuture.SponsoredProductsandDisplay
adsarenolongerthetopadsofchoice,but39%
ofbrandsstillusethemandsincebotharepartof
Amazon’sCustomAdvertisingSolutionsoffering,
theyarebeingusedmoreoftenthancapturedhere.
?FEEDVISOR
OptimizeyouradvertisingwithFeedvisor360
at
/platform
THEEVER-EXPANDINGAMAZONADVERTISINGARM9
44%ofBrandsThinkSponsored
ProductsAdsDriveGreatestReturns
SponsoredProductsAdsremainacoreelementofAmazon’sadvertisingofferingandakeydriverofdiscoverabilityandgrowthontheplatform.ThisisdueinparttoAmazon’salgorithmsandimmensecustomerdata.Sponsoredcontenttraditionallyperformsbetterthannon-sponsoredsinceitcantargetcustomerswithspecificinterests,drivingexposureandconversions.
AsoneofthemanyadvertisementoptionsAmazonofferstothosewhodonotcurrentlysellontheirplatform,brandsareseeingthevalueassociatedwithAmazonDSP,with40%sayingtheyseeingthegreatestreturnswiththisadtype.
AmazonAdTypesDrivingGreatestReturns
44%
SponsoredProducts
32%
SponsoredBrands
36%
SponsoredDisplay
40%
AmazonDSPDisplayAds
18%
AudioAds
39%
VideoAds
39%
Customadvertising
?FEEDVISOR
1BusinessInsider,2021
2Statista,2022
eMarketer2021
3
MobileAdFormatsReignSupremefor
GreatestROI
WhenaskedwhichdigitalformatsprovidethegreatestROI,brandsoverwhelminglychosemobileat68%,up7%fromthepreviousyear.Mobileisincreasinglybecomingconsumerspurchasingchannelofchoice,withretailm-commercesaleshitting$359.32billionin2021,anincreaseof15.2%over2020.1By2025,retailm-commercesalesshouldmorethandoubletoreach$728.28billionandaccountfor44.2%ofretaile-commercesalesintheU.S.
Assuch,marketershaveuppedtheirinvestmentsinthedigitaladformat,andmobileadspendin2021hitarecord$288billionworldwide,growing27%yearoveryear.2Thistrendisexpectedtocontinueintheyearahead,as64%ofbrandssaidtheyplantoinvestmoreinmobileadformatsin2022,followedbyvideo(48%),desktop(48%),andbannerads(40%).
THEEVER-EXPANDINGAMAZONADVERTISINGARM10
DigitalAdFormatsWithHighestROI
68%
Desktop
37%
Banner
28%
Connected
TV
22%
Rich
media
21%
Native
22%
Audio
45%
Video
55%
Mobile
TheDigitalFormattoWatch
Audioadsareemergingasaviabledigitalformatwith11%ofbrandsseeingareturnoninvestmentand12%ofbrandsplanningoninvestingmoreinthisdigitalformatfor2022.TheaudioplatformswiththemostlistenersarecurrentlySpotifyandPandora,withAmazonandApplecatchingup.AmazonispredictedtosurpassPandorainlisteners
bytheendof2022.3
11
AmazonAdMeasurementToolsDriveImpactandMaximizePerformance
Apple’sJohnSculleysaid“nogreatmarketingdecisionshaveeverbeenmadebyqualitativedata”.Tomeasureimpactandeffectiveness,quantitativedataornumbers,arethemostbeneficial.
Itwouldappearbrandsagreeasmanyusesometoolforreportingandtrackingtheiradvertisingeffectiveness,withatleast37%usingAmazon’slatestanalyticssolution,AmazonMarketingCloud(AMC).LaunchedinOctober2021,theAMCisaholisticmeasurementandanalyticssolutioncurrentlyinbetaforeligibleadvertisers.Thegoalistohelpbrandsgainagreaterunderstandingofhowtheirmarketingperformsacrossmediachannelssuchassearch,display,video,andaudio.
Thisinnovationcouldnothavecomeatabettertimesincetheeliminationofthird-partycookiesandshiftsinmobileidentifierswillmaketargetingtherightaudienceincreasinglydifficultwithagreaterneedforsuccessfulandinsightfulreportingandtrackingofcampaigns.
Whattoolsareyouusingtoevaluateyouradimpactandperformance?
GoogleAnalytics
40%
AmazonAdConsoles
39%
AmazonMarketingCloud
37%
FacebookAdsManager
35%
AmazonAttribution
34%
OtherAmazoninnovationsbrandsthinkproveeffectivefortrackingimpactandperformanceincludeAmazonAdConsole(39%)andAmazonAttribution(34%),bothquicklyscalingincrediblyclosetopopularadvertisingperformancetoolslikeGoogleAnalytics(40%)andFacebookAdsManager(35%).
Tohelpdrivesalesandtraffictotheirproductlistingsandoptimizetheiradcampaignstoreachtherightaudiences,brandsmustleveragedeepAmazonexpertiseandsophisticatedtechnologyplatforms.
?FEEDVISOR
?FEEDVISOR
AMAZONADMEASUREMENTTOOLSDRIVEIMPACTANDMAXIMIZEPERFORMANCE12
ThePowerofImpressions
Intheageofheightenedcompetition,oneofthemostimportantmetricstobrandsisimpressionswith29%sayingthisisthemetricthatmattersmost.Brandawarenessandvisibility,bothresultsofimpressions,arequicklybecomingthebiggestdecidingfactorsforconsumers’willingnesstomakeapurchase.
Consumershaveanaturalinclinationtopurchasefrom“familiar”names,sothemoretimesyourbrandappearsbeforeacustomer,thefasterthey’llrecognizeitasapotentialsolutiontoaproblem.
Weexpectbrandawarenesstocontinuetogrowasmorebrandsconsiderthisafocalpointoftheirbrandingstrategies,especiallyonplatformsoutsideoftheirowne-commercewebsite.
OtherAdvertisingMetrics
Click-throughrate(41%)andreturnonadspend(41%)remainthemostimportantmetricsforbrands,followedcloselybycostperclick(39%),advertisingcostofsale(38%),andconversionrate(35%).
Costperacquisitionalsoroseby2%showingthatbrandsarelookingtomatchtheiradperformancewiththeirbudget,asadvertisingcostsriseincertainchannelsandadtypes.
AdMetricsBrandsFindImportant
13
What’sAheadforAmazonAdvertisers
BrandshavefoundthatAmazonAdvertisinganditsfull-funnelofferingsareinvaluabletoolsforadaptingtothe“always-on”styleofretailingcommonwithconsumerstoday.
PartofAmazon’sallureliesintheircustomerdatacollectionandanalysis,whichisconsideredtherichestsourceofuserdatacollectedbyanycompany.WhilethisdatahaspositionedAmazonasthenumberoneretailmedianetwork,gainingareputationforthemostaccurateandcustomizedsolutionsforbrandswishingtotargetspecificcustomers,it’salsogivenAmazoninsiderdatatofueltheirownenterprise.
Asaconsequence,moreandmorebrandsrecognizenotonlytheneedforhavingapresenceonAmazon,butalsotheincreasedcompetitionwithAmazonitself.For1pbrandsunabletocontroltheirpricing,ahybridapproachtosellingasa3pbrandaswellispickingupsteam.
Inthemonthsandyearsahead,thegrowingimportanceofadvertisingpairedwithrichdatatoinformexperienceswillbethedeterminingfactorinwhoconsumerschoosetopurchasefrom.BrandsonAmazonneedtoconsideraholisticapproachtoadvertisingiftheywanttobeprofitable.Bycombiningfull-funneladvertisingwiththefullviewoftheirbusinessoperationsincludingpricing,content,andinventorydata,successwillbeeasiertoobtain.
Ontheconsumeradvertisingside,wecanexpectexperimentationwithdynamiccontentandmediathatengagesthroughenrichingexperiences,suchasinfluencerslivestreamingproductreviewsorshortvideos,tobecomethenewnorm.
Infact,short-videoappsarealreadyfuelinggrowthinChina,wheree-commerceaccountsfor3.2%ofthecountry’sGDP,thisiscomparedto2.7%intheUS.1AccordingtoeMarketer,closeto75%ofUSmarketerswilltapinfluencersforcampaignsthisyear,atestamenttotheemerginginfluenceofthesenewexperiences.2
Nomatterwhattrendsarise,brandsshouldensuretheiradvertisingstrategiesarecontinuouslyfine-tunedandoptimized,withthebestpathtosuccessthrou
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