Amazon is about to test more video ads, and agencies see this as a way to compete with Google as well as Facebook.
Amazon is expanding a test of video ads in search with its most prominent ad placement yet.Agencies see the ads as a way to target people when they're in a shopping mode and as a direct shot at Google's ad business.Amazon is about to test new video advertising units in what agencies said represents its most aggressive effort ever to compete with Google for brand ad dollars.
Advertisers previously had to go through an Amazon sales rep to buy video search ads; one agency source said clients had to commit to upwards of six figures to do so. But in the upcoming beta test, advertisers will be able to buy these video ads programmatically on a cost-per-click basis, sources with direct knowledge of the test said.Amazon has been slow to introduce ads so as not to turn off users.
As it grows its ad business, Amazon has been trying to promote the platform as a way for advertisers to build brand awareness, not just drive sales. That message has led to some confusion for advertisers who have said it's hard to know which kinds of advertisers Amazon is aiming at. Advertisers have also expressed sticker shock at the price of Amazon's video ads.
Nich Weinheimer, VP of commerce at Kenshoo, said Amazon has lagged Facebook and Instagram in ad products that target people who are considered to be in research mode. Amazon has traditionally known as a place to reach people when they're lower down the purchase funnel, close to buying.
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