With more advertising spend expected to flow into the coffers of the online retail giant Amazon, the Core-owned media agency Starcom says that it has comepleted its first programmatic media buy on the platform for its client AIB.
The campaign, which used Amazon’s programmatic DSP technology, was for AIB’s personal credit and mortgage offering. Prior to this advertisers could only run campaigns through Amazon in the UK but this is the first time the online retailer has made its services available to brands in Ireland.
Amazon DSP is the company’s proprietary programmatic buying technology and, as such, allows brands utilise first-party data held by Amazon, including customers’ search and shopping behaviours.
According to David Fogarty, Programmatic Director at Core: “Amazon’s DSP provides AIB with a new and unique means of targeting their audience in a new digital environment in Ireland, and we’re delighted that they have been able to take advantage of this to promote their range of personal credit and mortgage products. As customers continue to spend time and money browsing and purchasing products on Amazon, it is crucial that brands are part of this eco-system. This is a significant first in Irish digital marketing, and we’re looking forward to leveraging our strong relationship with Amazon to roll the service out for more of our clients.”
Mark Brennan, Head of Marketing at AIB adds: “We’re very excited to be the first Irish brand to advertise on the Amazon platform. This platform could be the sleeping giant of digital advertising in Ireland, and if you look at the volume of product search that already happens here the opportunity for brands is huge. What’s also interesting from a brand health perspective is that all advertising on the platform will sit against verified content, so the potential of a brands ads appearing alongside inappropriate content is minimized.”
Unlike Facebook and Google, Amazon is a relative latecomer to the digital advertising world. A recent report by Pivotal Research, however, forecast Amazon’s advertising revenues will reach $38 billion by 2023, making it the fastest growing division within the group.