Advertisers enjoyed record demand and new features on Amazon this Christmas

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 22, 2019, 11:58 AM UTC

Insight from digital marketing firm Merkle picks out the key takeaways for brands.

Amazon recorded its biggest ever shopping day on Cyber Monday 2018, with advertisers benefiting from the high demand throughout the holiday season. This analysis piece breaks downs the lessons to learn for next year.

A gift buying mind-set appeared to spill over into non-gifting categories through November and December, showing opportunities for all brands at that time of year. Sponsored Product ads accounted for most of the ad spend, reflecting their 51% higher sales-per-click performance compared with Product Display.

Advertisers’ interactions with Amazon also went well. New features for running campaigns were added in November and advertising copy was approved faster than before. The only downsides were that new features were launched too late to plan properly for many, and there is still no way to track and adjust intraday performance and spend.

Read the original article

[5 minute read]