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Ecommerce media

From EverybodyWiki Bios & Wiki

eCommerce Media is a form of advertising that takes place within ecommerce sites. There are several types of ecommerce media ads such as Display ads, Sponsored Product ads, which are the native ads for ecommerce and look like search result ads, Related product ads, headline ads etc. Amazon was among the first marketplaces that introduced eCommerce media, enabling their sellers and brand partners to run Sponsored Product ad campaigns to promote their products within the store and the expectations are that Amazon advertising business will play a major role in its future.[1]. Morgan Stanley forecasts Amazon's advertising business will get to $55 billion[2].

Most of the leading marketplaces in the world are already offering their sellers to run Sponsored Product Ads campaigns, also known as promoted listings - Etsy, Walmart, Cdiscount etc.

"Amazon, Walmart and Kroger are no longer just mass retailers. They’re becoming media owners, too, offering their brand suppliers point of sale advertising opportunities. An increasing number of companies like Procter & Gamble and GSK are adapting their merchandising and marketing in response."[3]

eCommerce media provides a valuable opportunity for advertisers to reach and engage with consumers at the moment that most influence their decisions, while they are already in the online store browsing, researching, or actually buying[4].

Being there at the moment of truth is very important for the advertisers - “If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions.”[5]

The online store has a huge impact on the consumer’s decision to buy or not to buy, and which product and brand to buy. According to a research by WPP 70 percent of shopper purchase decisions are made in store[6].

While some online retailers and marketplaces use their own home grown solutions for managing their ecommerce media others implement white label real time adtech solutions such as Mabaya[7] or Hooklogic[8]

References[edit]

  1. "Amazon Has a Plan to Become Profitable. It's Called Advertising". Bloomberg.com. 2018-01-18. Retrieved 2018-02-01.
  2. Kim, Eugene (2018-01-12). "Morgan Stanley makes a bull case for Amazon in 2018, and sees it hitting $1 trillion in market cap". CNBC. Retrieved 2018-02-01.
  3. "Resolution Media's George Manas: Retail and media are converging - Digiday". digiday-com.cdn.ampproject.org. Retrieved 2018-02-01.
  4. Castillo, Michelle (2017-12-26). "Amazon is planning a push into digital advertising in 2018, challenging Google and Facebook". CNBC. Retrieved 2018-02-01.
  5. "The consumer decision journey". McKinsey & Company. Retrieved 2018-02-01.
  6. "Shopper Decisions Made In-Store by OgilvyAction - WPP". www.wpp.com. Retrieved 2018-02-01.
  7. "Mabaya - Sponsored Products ads for marketplaces and online retailers". Mabaya. Retrieved 2018-02-01.
  8. "Commerce Marketing Where Everyone Wins | Criteo". Criteo. Retrieved 2018-02-01.


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