Amazon announces plans for $800m ad revenue target
Digital retailer Amazon has announced lofty ambitions for its advertising division through a new wave of targeted ads.
The firm is looking to rake in $800m of revenue this year from advertising by utilising consumer data from its e-commerce site to tailor messages to individuals.
The move to a more sophisticated form of advertising follows similar efforts from the likes of Google and Facebook who are engaged in a fierce battle for the lucrative market.
Adrian Moxley, Co-founder and CMO at visual classification company, WeSEE, commented: “Amazon is going about online advertising in an innovative way. Typically digital advertising is all about keywords that consumers use in search, but Amazon is looking at the online ecosystem in a more holistic way, using consumer data gathered from customers via their purchasing history on the e-commerce site, not just search engine data.
“Other ways that brands and advertising agencies should consider making digital advertising more targeted and sophisticated is looking not just at text-based content that consumers use online, but also the visual content such as images and videos that appear on the site.
“If an advertiser can draw on keywords, visual content and other strands of information such as e-commerce data, they will be able to form a truly rounded view of a consumer’s interests and therefore target them more effectively.”