Amazon Dents Google's Ad Dominance
April 05 2019 - 3:48AM
Dow Jones News
By WSJ City
Advertisers are starting to shift spending on search ads from
Alphabet's Google towards Amazon.com.It shows how the online
retailer is capitalising on becoming the top destination for
consumers' product searches.
KEY FACTS
-- WPP, the world's largest ad buyer, spent about $300m on behalf of its
clients on Amazon search ads last year...
-- ...and about 75% of that came from Google search budgets, according to
people familiar with the matter.
-- It spent $100m-$150m on Amazon search in 2017, the people said.
-- WPP spent above $3bn globally on Google search advertising last year, one
of the people said.
-- Omnicom said 20%-30% of what its clients spent on search advertising last
year went to Amazon search ads.
Why This Matters
Amazon still has a long way to go to catch Google, which had 78%
of the $44.2bn US search-ad market in 2018, according to research
firm eMarketer. But the shift in spending follows a major change in
shopper behaviour: 54% of people looking for a product now begin
their search directly on Amazon, a jump from 46% in 2015, according
to Jumpshot.
A fuller story is available on WSJ.com
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(END) Dow Jones Newswires
April 05, 2019 03:33 ET (07:33 GMT)
Copyright (c) 2019 Dow Jones & Company, Inc.
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