What strategists should know

It is no secret that Amazon is one of the giants of the digital era. The company has become virtually ubiquitous with operations in various sectors, among which the advertising field stands out, an area that seeks to capitalize on becoming a contest for Google and Facebook.

Up to now, according to a report submitted by Visual Capitalist, Facebook and Google control more than half (57.6%) of the digital advertising market worldwide. This assumes that every dollar that advertisers spend in digital lands, 60 cents remain in the basket of the duopoly.

Although it seems that in this area there is no room for new competitors, the company At present, the online sales giant does not control as 1.3 percent of the global advertising market; However, its unique position as an e-commerce leader, IaaS cloud service provider and hardware developer, allows it to play a very interesting role as an intermediary between brands and end-users.

New leader in digital advertising, perhaps in the not-so-distant future.

Figures provided by Fast Company indicate that advertising on Amazon is only a small part of the business activity; however, this qualifier "small" should be read with caution and relative.

Over the past year, the advertising activity of Jeff Bezos' company has generated $ 2.8 billion a figure that exceeds recorded in the same concept by Twitter (2 billion) and Snapchat (800 million). Only Google, Facebook and Oath were ranked above Amazon.

With these pre-order numbers, Amazon has devised a plan to reinforce its advertising proposal and make its way with its competitors the following year

In this sense, taken as a reference published by The Next Web, Forrester and Fortune, we share what strategists should know about Amazon's plan to dominate digital advertising in 2019:

Greater Openness

The company intends to develop its core business. Advertisers with better access to its Amazon Ad Platform service, which connects video and display inventory, which will work for any brand, that it is sold on the platform or on the platform.

With this move, the company would be competing face to face with services like DoubleClick for Publishers.

Integral Platforms

Amazon has indicated that it will work with advertising technology companies, digital agencies and media companies to offer advertisers complete solutions where they can receive advice and support throughout the process of buying advertising space.

] Of all this, it is well known that Amazon is one of the most important, rich and informative data sources on consumer behavior and buying habits. The company has a better understanding of what consumers buy, how they buy and what they are looking for.

This knowledge allows them to run ads with great guarantees of success based on location, publication dates and type of content adjusted each audience

C is a spokesperson who develops a type advertising "retargetizada" to recommend products based on the history of purchase or research of their consumers, which would appear on different sites visited by consumers.

The company will be working on a premium platform designed for brands the size of those on the Fortune 500 list, which promises the delivery of services tailored to the needs of these "monsters" of the market.