1. The Growing Importance of Advertising on E-Marketplace Platforms
One trend we noticed last year was the number of brands flocking to Amazon for advertising. This trend continues in 2022, but it is now even more important with third-party cookies disappearing. By the end of 2023, Google will be phasing out third-party cookies on all Chrome browsers. This change will put an even bigger emphasis on first-party data. Who has the first-party data? The retail media network ecosystems like Amazon and Walmart.
Amazon’s powerful first-party data gives them an edge for both on-site and off-site ads. According to eMarketer, compared to other retail media ad markets, Amazon is winning. This comes as no surprise since 88% of brands use Amazon Advertising.
In fact, with 51% of brands seeing at least a seven times return on Amazon Advertising initiatives, brands are increasing their investment in Amazon and other e-marketplace advertising to get the results they are looking for.
2. Interactive Advertising Changes the Game for Video & Audio Ads
Video and audio advertising have been around since TV and the radio entered the homes of consumers. Since then, video advertising has remained one of the top marketing mediums, with 86% of businesses now using video in their strategy.
But what makes 2022 different? Interactive advertising will soon be a major distinguisher for brands and sellers for both video and audio.
Interactive Video Advertising
In 2021, Amazon unveiled their interactive advertising for streaming video on the IMDb TV app, Fire TV, and Alexa devices. Alan Moss, VP of Global Ad Sales at Amazon, even called this a “focus area.” Interactive advertising includes actions that viewers can take, like “add to cart” and “buy now” options. This is another reason for the rise in TV advertising, as it introduces a call to action a viewer can take.
Social media sites like TikTok have also significantly changed the formatting and formality in the use of videos in marketing campaigns. Long gone are the days that you need a full studio and team to produce video content. This gives more businesses the opportunity to join in on the potential.
Interactive Audio Advertising
Audio ads are also getting more interactive during ad breaks for music or podcasts, by asking listeners to click on their screen and in some cases even talk back. These developments are picking up steam and being used on a variety of platforms including Pandora.
In the next year, Pandora will be expanding their interactive audio ads for brands in more formats. Based on recent tests, three-quarters of listeners believed voice ads to be easy to engage with.
Pandora is not the only platform with increased interest in interactive ads, Spotify also recently announced that they will be using call-to-action cards that appear on the app when an audio or podcast ad is playing. The listener will be prompted to click through on their phones to learn more about the brand or product, instead of using the typical promo code or vanity URL.
The rise in popularity of podcasts makes interactive ads for both audio and video a great opportunity in 2022.
More than 80 million Americans listen to podcasts every week, and 65 million own a Netflix account. The audience is already there; all you need to do is try the new interactive advertising feature.