Amazon to launch mobile video ads, threatening Google and Facebook

Amazon has emerged as a fast-growing challenger in the digital advertising market since it captures 50 per cent of all online sales in the United States. Its digital advertising market share will grow to 8.8 per cent this year from 6.8 per cent last

While selling video ads are said to open a "new revenue opportunity" for Amazon's ad segment, reports point out that it will help the company step up as an ad challenger to the "duopoly" of internet giants - Facebook and Google. Additionally, more than 90% of consumers say they've discovered new products on YouTube, and more than 60% say an online video has given them ideas or inspiration for a purchase.

Amazon has been testing the ads on Apple's iOS platform for several months, and a similar product for Google's Android platform is planned for later this year. Market-leader Google will see its share slip to 37.2 per cent from 38.2 per cent. People turn to Amazon when they're most ready to buy, unlike when they look through Facebook's feed or view videos on Google's YouTube for news and entertainment.

Bloomberg said the idea is to generate more revenue for Amazon's advertising division, which is now focused on selling ad space that features brand logos and product photos.

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Collin Colburn, a Forrester Research analyst, told Bloomberg these new video ads are an expansion of things Amazon has tried on its own devices like the Fire TV and Kindle e-reader.

Brands will spend almost $16 billion on mobile video advertising this year, up 22.6 per cent from 2018, according to EMarketer. Advertisers are shifting their spending to follow the growing number of people watching videos on mobile devices and are making brief video snippets to appeal to people on the go.

Amazon is definitely showing that it has a better and more sustainable marketing strategy than other sites like Youtube and Facebook. The initial sense was that any kind of advertising might be seen by the customers as a distraction to their main intention of shopping on the site. Per Bloomberg, Amazon decided its lack of video content in recent years meant that better shopper engagement and product discovery was happening elsewhere. Bloomberg is reporting that the company is beta testing putting ads on its mobile apps. However, prices may vary by category.

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