amazon can deliver to targeted ads will trump the social trending analysis that facebook and other social networks can create.
Last week Amazon took the wraps off its "Amazon Media Group." As Advertising Age noted, "Amazon isn't exactly a newcomer to advertising, but until recently its ad efforts existed in a sort of extended beta." The fact that Amazon now feels ready to rollout an integrated advertising platform should make the world stand up and take notice, both offline and online.
This may indeed be a watershed moment in online advertising. One reason to take notice is obvious: Amazon's size. How big is Amazon? As anyone who has not been under a rock knows, it is the largest global online retailer. What everyone may not know is that it is more than four times bigger than the second-largest online retailer (Staples). In terms of total retail sales online or offline, it sits just outside the top 10.
A much more important reason to stand up and take notice is that Amazon can offer the holy grail of online delivery and detailed measurement on a scale that simply cannot be matched by anyone. They can deliver ads based on purchase behavior across an eye-popping array of consumer categories. Books? Of course. Videos? Toys? Yup. That's obvious. What's not so obvious is groceries, jewelry, pet supplies, scientific and medical instruments, just to name a few non-entertainment categories. Amazon has its digital fingers in lots of real-world pies....
[Brian Sheehan shares valuable insight into Amazon's big advantage for marketers ~ Jeff]