Amazon has stated they want to make purchasing advertisements from the site “As easy as buying a new book” with their new self-service tool, which allows media buyers to purchase ads without needing to involve a salesperson. The Publicis Groupe's digital agency, VivaKi has been the first agency to sign up to the tool, which runs ads on Amazon, Amazon-owned sites and various third-party sites.
Seth Dallaire says Amazon chose VivaKi as their launch partner for the exercise, because they recognised the agency “Have a lot of experience in the programmatic media space."
Online ad sellers generally build self-service ad-buying tools in the hope of attracting those who might be put off by the traditional ad-buying process, where they might get pressured into needing a bigger budget or relinquishing control of their ads. The DIY process completely nullifies the friction associated with ad-buying, and the fact that an ad seller the size of Amazon is adapting to this model (it pulled an estimated $707.7 million from advertisers last year) speaks volumes for where ad selling in general is heading. This might not be a bad thing, as self-service tools not only reduce ad sales costs, but can help increase profits. They also free up companies to sell their ads to smaller advertisers that might not be able to afford a dedicated salesperson.
VivaKi has been working with Amazon, helping them develop the self-service tool since December 2011. According to VivaKi's GP of data and technology, Domenic Venuto, the tools is the result of a close relationship between the two companies. VivaKi has spent the “Last couple of weeks” being trained in how to use the tool, but has yet to run an ad through it. It's not been made clear exactly when the first ads will start rolling out, but VivaKi has been training staff in the US and the UK on using the platform. Venuto hasn't shared any information about test clients or how long they have been testing the tool, but he did suggest that the convenience of the system would mean they were able to optimise campaigns based on real-time data without having to directly contact Amazon. Venuto says this “Might seem like a trivial step,” but insists that it's not.
VivaKi has spent the “Last couple of weeks” being trained in how to use the tool, but has yet to run an ad through it
Amazon's tool features the same targeting options and analytical metrics available to those buying ads through conventional means. Seth Dallaire, Amazon's vice president of North American advertising sales, believes these tools are important, as they "Allow an agency to create campaigns with its own hand on the keyboard will create better results for their clients,” which will in turn “Create more relevant advertising for Amazon's customers."
Dallaire says Amazon chose VivaKi as their launch partner for the exercise, because they recognised the agency “Have a lot of experience in the programmatic media space." It's worth noting that Amazon will eventually begin extending invitations to other “Select” agencies, but Dallaire declined to comment on when that might happen and what agencies might be approached. He does say, however, that the eventual goal is to “Get to 100% of any spend that is going to Amazon right now through the self-service interface."
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who has used Amazon and Amazon alone to make the lion's share of his internet purchases over the last decade. He regrets nothing!
