Amazon is trying to build its relationship with big agencies to show that its platform can do more than drive sales.
Amazon is trying to gain on Facebook and Google's ad business by proving its platform can work for big brands that care about metrics like awareness and loyalty.
One of Amazon's biggest advertising challenge is convincing brands like automakers and financial service providers that don't sell their products on Amazon that beyond driving conversions, it can drive awareness and loyalty. To that end, Amazon is borrowing from the playbooks of Facebook, Google, and Twitter.because it requires them to work with various teams that don't always talk to each other.
Amazon is working to prove to brands that its platform can work for big brands, particularly in programmatic and OTT advertising. The goal is to"help brands tell a story in the Amazon shopping experience that resonates with consumers and feeds into longer-term relationship," Colleen Aubrey, the global VP of performance advertising at Amazon, told Business Insider recently.
Amazon also routinely visits agencies to pitch its advertising business. During a recent visit with Brooklyn-based agency Huge, Amazon talked about how its platform puts consumers, not advertisers, first. Amazon also played up its data and video efforts in its pitch, said Jenna Massaroni, director of comms design at Huge.But Amazon's data is a better fit for e-commerce and performance-minded marketers than big brands, she said.
Agencies were mixed on whether or not Amazon needs an executive to champion advertising but Huge's Massaroni said that it can make a difference with big clients who want to associate a face with a company.Agencies are starting to get their hands on more proof points
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