During a speech at the ad:tech conference in San Francisco yesterday, Lisa Utzschneider, vice president of global advertising sales at Amazon, told the audience that the giant etailer is looking to grab some of the billions of advertising dollars spent each year by consumer packaged goods companies including Kimberly-Clark.
According to the story, Amazon, armed almost inconceivable amounts of consumer purchase data, appears well positioned to go after the huge CPG advertising market.
This is especially true in a climate where the CEO of CPG giant Procter and Gamble publicly stated that he would slash the company's marketing spend and move away from television in favor of social media and other online marketing, which he believes will be more cost effective. Seeming to back that assumption up, the Reuters story mentions a campaign Amazon recently ran for Kimberly-Clark's Huggies Slip-ons.
The campaign, which ran across Amazon websites and its Kindle devices, made consumers 30 times more likely to find out more about the diapers and 13 times more likely to buy them. The ads that ran on mobile devices helped double sales of Huggies Slip-ons via such devices during the campaign.