Amazon display ads drive non-Amazon sales, study finds – Marketing Dive

For years, physical retailers have fretted that e-commerce would kill physical retail, but Analytic Partners’ new report points to the spillover effect between channels in an omnichannel environment. In other words, consumers exposed to a given campaign in one channel often end up buying in another. This phenomenon is particularly present when it comes to mobile ads driving foot traffic to physical stores, but Amazon generating non-Amazon sales is a newer, additional consideration for marketers.Amazon’s spillover effect is likely driven by its unique position in the retail space. Analyst Mary Meeker’s 2018 Internet Trends Report found that nearly half of consumers start their search for a new product on Amazon while the giant’s online store accounts for almost half of all online retail spend.In February, eMarketer predicted that Amazon’s U.S. ad business could grow by more than 50% this year, and that its share of the overall digital ad market could hit 10% next years, highlighting how Amazon is becoming more of an advertising tool than traditional online retailer.The evolution of Amazon’s role in retail and marketing has led some industry observers to a new and seemingly counterintuitive understanding of advertising on the e-commerce platform: To benefit from advertising to such a large pool of consumers browsing for specific products, brands don’t necessarily need to sell their products on Amazon.Get the free daily newsletter read by industry expertsTen-figure acquisitions, new agency experiments and organizational changes are underway, but the real key may be relinquishing a sense of control.Major marketers looking to engage U.S. consumers around the milestone must prove their bona fides or risk looking like bandwagoners.Subscribe to Marketing Dive for top news, trends & analysisSign up for the free newsletter. Interested? Explore more of what has to offer. Thanks for signing up! Please keep an eye out for a confirmation email from [email protected] To ensure we make it into your inbox regularly, add us to your allow list, mark us as a safe sender, or add us to your address book. Check out more from Get the free daily newsletter read by industry expertsTen-figure acquisitions, new agency experiments and organizational changes are underway, but the real key may be relinquishing a sense of control.Major marketers looking to engage U.S. consumers around the milestone must prove their bona fides or risk looking like bandwagoners.The free newsletter covering the top industry headlinessource