Digital’s gains last year, along with the step change in how much retail spending happens online, mean ad spending in digital media is on a permanently elevated trajectory compared with our prior expectations. At the same time, TV and outdoor advertising will never reach earlier levels. The triopoly isn’t going away, though the ranks of the top 10 ad sellers are shifting somewhat.
Brands are focusing their Amazon ad spending on search formats geared toward the lower funnel, and most are also working with Amazon-specialized agencies or other partners to help them get the most out of the retail giant’s offerings. Are consumers still happy with Amazon’s ad experience?
Depending on how a given brand operates, ad-filled interactive digital screens that appear at retail locations can pull ad dollars from OOH or digital budgets. During a highly unusual situation, OOH ad sellers allowed advertisers to extend, drop, and delay campaigns last year.