Share of U.S. digital ad market, 2018
2018 미국 디지털 광고 시장 점유율
구글 : 37.14%
페이스북 : 20.57%
아마존 : 4.15%
MS : 4.05%
Oath Net : 3.32%
5개사 합계 69.23%. 다른 미국 언론사들의 점유율을 모두 합해봐야...
Amazon is quietly piloting a program to let brands like Maybelline and Folgers pay to send free samples to consumers — all based on what the retail giant already knows they're likely to buy.
Why it matters: Amazon thinks the sample strategy will be a more effective ad product than what its biggest competitors — Google and Facebook — can offer.
- Amazon says that marrying old-school samples with its customer data will provide brands "a higher likelihood of conversion than display ads,” according to a job posting for a team leader.
- Display ads are currently how Amazon makes the majority of its roughly $5 billion in ad revenue.
The big picture: Amazon has more than 100 million subscribers to its Prime services, meaning it has established long-term relationships with users.
- Millions more purchase goods regularly from the company, even without a Prime subscription.
- It also has the logistical infrastructure to deliver samples of products that some of its tech rivals do not.
- "Having this huge installed base of users, or really Prime subscribers, and putting something in the box that people will have a high proclivity for liking — that seems like a brilliant Amazon strategy," says Rich Greenfield, a managing director and media analyst at BTIG.
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