4 takeaways from Ready. Set. Grow. 2021

In the last year, there have been a number of shifts in consumer behaviors, such as the increase in online grocery sales, the rise in streaming TV viewership, and the rapid adoption of voice technology. These examples remind us that necessity is the mother of invention, and we’ve seen many advertisers pivot to adapt to the shifting shopping habits. At Amazon Ads, we’re reinventing how we think about advertising to create experiences that add value at every touchpoint along the customer journey. And we know our advertisers share that same passion. To help advertisers innovate with their campaigns, while staying nimble in these ever-changing times, we’re making investments in our upper-funnel brand solutions and the Amazon DSP, as well as introducing new audiences, and expanding our measurement capabilities.

– Alan Moss, VP of Global Sales

As we’ve seen, consumers are now spending increased time watching TV on-demand, streaming music, watching esports, and online shopping. These trends were already underway and massively accelerated in the past year, but are here to stay, as 68% of Americans expect that they’ll be staying at home more in 2021.¹ In a recent Kantar study, we asked 800 chief marketing officers globally how their budgets changed in 2020, and their expected budgeting by channel in 2021. Unsurprisingly, they predicted spend towards online video ads and display ads are expected to increase by 65% and 45%, respectively.² Brands need to continue adapting their marketing and media plans to reach and engage with consumers as their homes continue to be their hub.

– Jules Young, Global Amazon Leader at Kantar

The solution to gaining clarity into cross-media measurement starts with looking at total impact of advertising across the online and offline customer journey. Amazon has hundreds of millions of worldwide active customer accounts; signals through these first-party audience insights can help advertisers unlock previously inaccessible inventory, and apply cutting-edge machine learning and data science to reimagine campaign activation and measurement. We’re committed to helping advertisers achieve campaign reach by connecting with audiences in new environments and collaborating with measurement partners, like the WFA, to help the industry set new cross-media measurement standards as the industry evolves.

– Srishti Gupta, Director of Media Measurement

Over 90% of our Amazon Streaming TV ads viewing audience is streaming almost 2 hours of our video content every day.³ To put that into perspective, the average person in the US spends just over an hour eating and drinking each day, 30 minutes doing housework, and about 18 minutes exercising.⁴ Streaming TV is no longer an emerging trend—it is the way to reach audiences.

And as we look ahead, we understand how important it is to have direct, trusted relationships with this audience. With our robust foundation of first-party audience insights, Amazon Ads is the most effective way to reach customers who shop our store, watch our movies and TV shows, and stream live sports, news, video games, and more through Amazon devices and properties.

– Mark Eamer, VP of OTT, IMDb TV, and Brand Advertising

Stay tuned for more leadership insights from Amazon Ads events. If you have questions about how Amazon Ads can help you build your brand, reach out to your account executive, or visit the Amazon Ads home page to learn more.