Amazon is already a powerhouse in the digital-advertising market, with WARC forecasting its platform will attract $44 billion of spending in 2022, with only Google, Instagram and Facebook expected to generate more revenue. WARC's Marketer's Toolkit, revealed that 63% of respondents plan to increase the share of advertising investment spent on Amazon this year.
WARC's research suggests e-commerce platforms are evolving ad offerings beyond the historical performance-marketing-oriented origins, with Amazon leading the way. Its investment in video content, including sports rights, is expanding the inventory suitable for brand-building campaigns, while Amazon Marketing Cloud and Brand Metrics help advertisers track consumers' journeys through the marketing funnel.
Source: Bloomberg Intelligence