Amazon Adverts is in the midst of an advert marketing campaign of its personal, making an attempt to place Amazon’s platform as a spot to construct manufacturers and never simply pump direct response gross sales for shopper merchandise on-line. The brand new B-to-B advert marketing campaign comes with the tagline: “Your model. Their world,” and it’s launching simply as Amazon enters into considered one of its greatest promotional alternatives—its new streaming deal with the NFL.
Promoting-interested audiences could have seen the marketing campaign popping up in banner advertisements on-line, together with on websites like Advert Age, the place Amazon Adverts is selling the advert platform to manufacturers. Code and Concept is the company working with Amazon Adverts by creating show advertisements on-line, movies and billboards, in line with Amy Carvajal, chief artistic officer at Code and Concept. Code and Concept, which is a part of The Stagwell Group advertising firm, received the Amazon Adverts account earlier this yr. Rufus, which is a part of the media company Initiative, is Amazon’s media purchaser.
“Most individuals assume Amazon is generally ecommerce,” Carvajal mentioned in a current cellphone interview. However Amazon Adverts is for “manufacturers like automotive and monetary.”
“That is by far the most important push they ever had relating to their promoting enterprise,” mentioned Brent Buntin, Code and Concept chief advertising officer.
The company didn’t reveal how a lot Amazon was spending on the marketing campaign. The marketing campaign comes at a time when Amazon is making an attempt to take its advertising business to the next level. The ecommerce big has developed properties outdoors its on-line procuring website. There’s IMDb TV, Hearth TV, Twitch, Prime Video, Alexa-powered audio system, and different locations for manufacturers to place their messages.
Code and Concept’s idea for the Amazon Adverts marketing campaign was to “transfer them away from this notion of being a lower-funnel, ecommerce conversions resolution,” Buntin mentioned. It’s about “how do you construct a worldwide model with Amazon Adverts.”
Amazon’s promoting enterprise is on a tear, as properly, after hitting almost $8 billion in ad sales in the second quarter this yr, which was a rise of 83% from the identical interval in 2020. The marketing campaign for Amazon’s advert providing additionally comes simply forward of considered one of its most essential new applications, a multiyear deal to stream NFL games exclusively on Thursday nights starting in 2022.
One of many key parts within the Amazon Adverts promoting is a billboard that has run in Occasions Sq., displaying two individuals in entrance of the TV, considered one of them is cradling a soccer. The identical picture seems in some types of the banner advertisements popping up on-line.
It’s no coincidence that Amazon would wish to spotlight that its advert platform is about greater than direct-response advertising, when because it turns into a significant companion to the NFL, which is thought for attracting the most important model advertisers.
“It’s actually displaying the model in a brand new method,” Carvajal mentioned. “[The ads are] supposed to be always expanded and constructed upon so we’re capable of adapt over time.”
Amazon Adverts has additionally just lately revamped its web site. The show advertisements within the new marketing campaign hyperlink to the new-look web site.