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Native Advertising: An Introduction for PPC Marketers

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Consumer priorities are shifting rapidly as the world faces an unprecedented healthcare crisis.

Sensitivity to consumers’ needs is more critical than ever.

Brands must think carefully about how to engage with consumers in meaningful ways that not only increase conversions but help build brand trust.

Throughout the day, we consume content from blogs, news channels, television shows, social media channels, etc.

All of that content has the potential for native ad placements, which is why the native industry can be complex.

Advertisers know that in order to reach their target customers, they need to have a presence on channels where consumers spend their time.

This is where native comes into play.

Native advertising has been around for about a decade, but through the use of AI and machine learning to power its audience-first targeting, it’s more powerful and effective than ever.

According to an IPG Media Lab study, 71% of consumers say they personally identify with a brand after viewing its native ads.

Is Content Network Targeting the Same as Native?

In short, no.

The content networks or yore through Microsoft Advertising and Google Ads was contextual targeting at its simplest – it predominately was keyword-based targeting on a syndicated network of content that allowed text ads to appear near various types of content such as text, videos, images.

The impression volumes were high and the click-through rates were low and the conversion rates were dismal.

But for most the goal of the content network was never last-click attribution – it was to drive reach and awareness (at first.)

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But native today isn’t the contextual targeting of yore.

Microsoft deprecated the content network in 2017.

However, Google Ads still allows content targeting in the Google Display network.

Unlike the content network, native ad placements are not based on the keyword or the keywords within the article on page, they are based on audience targeting.

It is worth noting that Google Ads still allows content targeting in the Google Display Network based on:

  • Topics: Pages about specific topics. Google Ads uses factors such as text, language, links and page structure to determine the topics of a page.
  • Placement: Specific websites, or subsets of a website.
  • Keywords: Just that, keywords.
  • Display expansion for search: A combination of automated bidding and smart targeting.

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What Is Native Advertising?

According to the Native Advertising Institute, native advertising is paid advertising that matches the form, feel, and function of the content media and platform upon which it appears.

The publisher controls and is responsible for rendering the ad.

Unlike display ads or banner ads, native ads don’t really look like ads; rather, they look like part of the editorial flow of the webpage.

For example, a native ad might show up within an article you’re reading on your favorite online news source, or as a post on your Facebook feed.

Native ads are intentionally non-disruptive and more contextual than display or banner ads.

According to the Interactive Advertising Bureau (IAB), there are six types of native advertising:

  • Paid search ads appear at the top of — and look like part of — your Google search results.
  • In-feed placements appear directly in the article or blog post.
  • Recommendation widgets appear on a publisher’s website and presents recommended content or products that are related to the content you’re already consuming.
  • In-Ad with native elements look like typical ads but they are contextually relevant to the site on which they appear or the content you’re consuming.
  • Custom ads can appear within your app interface, such as a new filter in Snapchat.
  • Promoted listings, also referred sometimes as sponsored content, are designed to fit seamlessly into the browsing experience.

Sharethrough reports that native ads receive 53% more views than traditional display ads and increase purchase intent by 18%.

It’s no wonder two-thirds of all display spend ($44 billion) was spent on native advertising in the U.S. in 2019 and accounted for 61% of total digital display ad spending.

Is Native Advertising Programmatic?

It depends. (A marketer’s favorite answer.)

Programmatic is an automated way to buy the advertising placements.

Programmatic marketing uses real-time systems, rules, and algorithms to automate either targeted placements and/or creative experiences (ads themselves.)

Programmatic native ads add more power by leveraging machine learning and contextual signals to customize the ads by placing them at the appropriate place to reach the right audience and the audience preference.

Not all native advertising is programmatic.

Is Google Display Native Advertising?

Yes, Google Display & Video 360 has native creative formats that can be integrated into a display campaign.

The native creative can target:

  • App install (Google Play or Apple App Store).
  • Site creative (square or rectangular display format).
  • Video (similar to site creative, but uses video instead of an image.)

The native creative is based on a bundle of assets and can include the following components: an image or video, headline, body text, call to action, logo or advertiser name.

” alt=”Examples of Google Display & Video 360 native ads ” width=”600″ height=”255″ data-src=”https://cdn.searchenginejournal.com/wp-content/uploads/2020/03/googledisplay-video360-example-5e8383aec78c5.png” data-=”” />

Is Microsoft Advertising Native Advertising?

Yes, Microsoft Advertising has native ads through the Microsoft Audience network.

It is a programmatic native ads platform that pulls in audience data and intent signals from the Microsoft Advertising Graph to determine optimal placements at scale.

” alt=”Visual examples of Microsoft Audience network placements for image ads, text ads, and product ads across the audience network.” width=”936″ height=”661″ data-src=”https://cdn.searchenginejournal.com/wp-content/uploads/2020/03/microsoftaudienceads-examples-5e838860b338a.png” data-=”” />

Currently, Microsoft Audience Ads are available in three formats:

  • Image ads.
  • Text Ads.
  • Product Ads.

They can be set up as part of an existing search campaign that is extended to native or as a separate audience campaign.

Even if you choose to opt into the Microsoft Audience network from within your search campaigns, the ad placement is based on audience targeting using the Microsoft Graph.

The Microsoft Advertising Graph captures billions of signals across our consumer products, such as browsing data, search history and behavior, and deep profile data from LinkedIn.

Microsoft’s audience network spans:

  • A wide range of brand-safe environments, including MSN, Outlook.com, and Microsoft Edge.
  • Select premium partner properties such as CBS Sports, Everyday Health, Fox Business, the Atlantic, Apartment Therapy, and Reuters.

According to ComScore, the Microsoft Audience Network reaches 92% of the online audience throughout the U.S.

AI-Powered Placements Focused on Quality & Giving Complete Control to the Advertiser

The audience network was created with two priorities in mind: quality and control.

  • Quality results from high-quality placements of highly relevant ads.
  • Control encompasses its ability to provide brand-safe environments and data privacy.

Microsoft enforces strict publisher standards and reviews and publisher partners are closely managed and thoroughly vetted.

There is an ongoing ad placement quality monitoring and controls to help you manage where your ads appear, as well.

Global blocklists and the ability to exclude certain sites gives you even more control – and peace of mind.

The Success of Native Advertising Depends on Trust

Native advertising has grown in popularity because of success with engaging audiences and their ability to connect brands to consumers effectively.

However, when consumers don’t trust a brand, native ads lose their effectiveness.

Likewise, marketers also believe that they need to trust the distribution channels and environments their ads appear.

eMarketer’s 2018 study, The Brand Saftey Dilemma, found that 57.5% of more than 100 CMOs surveyed stated that they will focus their future advertising spendings on whether a distribution channel can provide secure environments.

How do organizations establish and maintain consumer trust?

By putting long-term strategies in place for actively engaging with consumers, listening and acting on customer feedback, adhering to data privacy and protection, and being transparent and authentic.

iProspect proposes that there are three key components to consumer trust: credibility, relevance, and reliability.

  • Is your brand competent and legitimate?
  • Do you listen to and act on customer feedback and provide relevant content, products, and services?
  • Do you deliver a consistent experience that meets customer expectations across every customer interaction?

Brands that can answer yes to these questions are earning consumer trust, and native advertising done well can reinforce this effort by helping them deliver credible, relevant and consistent messaging.

With many available offerings, it’s critical to choose the right advertising partner – one that will enable you to get the best return on your investment.

Native Case Studies: Reaching Untapped Audiences

By applying advanced AI algorithms to this set of user attributes, Microsoft can determine when and on what platforms to reach users with highly relevant content, without damaging the trust those users have in your brand.

Ads are credible, relevant and consistent – but not invasive or intrusive.

As a result, click-through rates on the Microsoft Audience Network are consistently higher than on other native platforms delivering ads on those same properties.

For example, based on partner and internal data, click-through rates are consistently higher than other native platforms that are delivering ads across the same properties:

  • 2X higher on MSN Infopane.
  • 1.2X higher on Outlook.com.
  • 3X higher on publisher partner sites.

Driving Awareness & Leads Across Volvo’s Funnel

Volvo and marketing agency Mindshare decided to test the Microsoft Audience network as a strategy to support awareness and help maintain sales for their best-seller the XC90 luxury SUV.

Mindshare used audience campaigns to scale their marketing efforts, keeping the ads visually consistent with their social media efforts and using streamlined ad copy to reach their target audiences.

They combined LinkedIn, gender, remarketing and In-Market audience data to find new audiences to target and to uncover previously untapped audiences.

The campaign drove significant traffic and exceeded their expectations with conversions:

  • 65,000 incremental site visits.
  • 83% increase in clicks from remarketing.
  • CPA on-par with their non-brand search campaigns.

Buyzone Driving Leads & Reaching Untapped B2B Audiences

Running native campaigns in conjunction with search campaigns helped Buyerzone reach business-to-business audience.

Buyerzone connects buyers with sellers in real-time. Like many lead generation companies, they were looking for conversions they can monetize into leads that can then be sold to a seller.

They needed native to be a cost effective buy that would not only drive leads, but leads that convereted for their sellers.

Buyerzone was a beta-tester of native ads through the Microsoft Audience network and saw:

  • 1,700% increase in impressions.
  • 20% profit increase on top of their traditional search campaigns.
  • 75% decrease in CPC.

Alan Barish, senior online marketing analyst from BuyerZone said, “almost every single conversion we’ve gotten from the Microsoft Audience Network has converted into a lead, which is amazing.”

Native combined with search can help advertisers reach new audiences across the funnel to help drive growth that is incremental to their existing search campaigns.

Maintaining Trust & Engagement in Uncertain Times

Never in modern history has it been so critical to create meaningful connections between your brand and consumers, and earn and maintain their trust.

With data privacy rising to the forefront of consumers’ consciousness and as recent global events add complexity to the consumer-brand dynamic, delivering targeted, trusted and relevant content is a critical strategy for continued business growth.

Be thoughtful with your images and your copy during these challenging times so that your native ads don’t come across as tone-deaf.

Start with a foundation of trust, success is inevitable.

Test using native as a way for your brand to make meaningful connections with consumers that build trust and drive conversions, setting the stage for ongoing credibility, relevance, and consistency, even in uncertain times.

More Resources:


Image Credits

All screenshots taken by author, March 2020

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AI driving an exponential increase in marketing technology solutions

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AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness

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Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.

Engagement:

Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.

Benchmarking:

Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!


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Intro to Amazon Non-endemic Advertising: Benefits & Examples

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Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising

 

Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns

 

Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon

 

Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti

 

Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.

Conclusion

 

Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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