2022年亚马逊广告报告

L★★★肉JungleScout$Amazon AdvertisingReport | 2022 TableofContentsCh.1The Rise and Size of Amazon Advertising / 3Ch, 5Challenges, Strategies & Predlictlons / 26• The Importance of Advertising on Amszon. Advertising & The Supply Chsin• How Big is Amazon's Advertising Business?• Conccm Over Rising ppC Costs• Advertising Product Usage Among Brands snd Sellers. Haw Agencies Support Adivertising Strategy Consumers' Advertislng Awareness and Preferences- Predicting New Ad ProductsCh. 2Amazon Advertising Spend / 13Ch. 6About the Report / 33 Spand hy Marketplace• Methodology+ Spend by Ad Product- Using the Data• Spend by Ac Targeting Type• About Jungle Scout- Spend by Prodluct PriceCh.7Digital Advertising Glossary / 34Ch. 3Return on Ad Spend (RoAS) / 18• Definitions and descriptions for common Amazon+ Effective Advertising on Amszor: Measuring RoASadvertising terms RoA5 by Ad Products- About DownstrearnRaAS lay Targeting Typa• RoAS by Product Price• RoAS by Bideing StrategyCh. 4Category Leaderboard (U.S.) /22+ Spend by Product CategoryRoAS by Product Category Chapter1TheRise andSizeofAmazonAdvertisingThe rapid growth of Amazon's digital advertising business has2021 Advertising revenue by companyincreasinglycaptured industryattention,and it's notdifricult tosee wimythe business segment becare the third-largest in the world after Gouglkservices far the first time. Reaching S312 billian in sales far full-year 2021.and Facebcok$209.5B1$114.9B2$31.2B$2.1B*$1.1BCamplementing this growth, Amazon has continued to expand theCoogjecapebilities-and roll out eritirely new forris=of its adeertisingFaabonkproducts while attracting an increasing number of brands, agencies andthird-party sellers to its platfom. I THF ISF AND Si7= OFAN/7AN ATVFIT:SINGTheImportanceofAdvertisingonAmazonWhile carsumcrs have ircrsssingly warmec to ccopandiemic in 7070 and shawod continied grawth oer the: past rwa yars And while spending trends bogan ta shir. in tha first faw months af the year alongsid:rising concerns about inflation and broederroonorric conditions corsurners still overwhelningly 'urn (o Avnazon for online shopoing: the corncany reportedyeer-overseer tet ssles growth o' 7% for the fitst uusrter of 2022,1ConsumersstarttheironlineshoppingsearchesonAmazonWhsr shopging online, the majority ot ccnsumers [6.s%) start their search on Amazon. While tnat tigure is slightly lower compared to a ysar pror (/4%) as ocherccommzrcc plattarms work to cxaand their fcotprints, Amazon's powcr is stil cvidcnt campara to other opt ons such cs Cooglc and other scarch cng nes,arher aommerrr alatfoms, anrlsocial media%931%26%walmart.comINSIGHTSAmazonFacebookWhen searching the internet forproducts, mast consumers starton Amazon5oclal media channelsIike24%14%Facebook, YouTube, and Instagramplay important roles in consumers'ouTuboXO1YIonline product searches.46%11%2%Other social18%Other brerdmedia platformsInstagramwetbsits2%OtherAmiscn fire-5uase: 222 ean ngt NelasteArreamAcvsutgy 2syttt22 1 I THE ISF /ND:Si7= OF /NA7ON ATWFT.SINGKey differentiators: Shopper targeting and detailed sales attributionHeyonc tre compenys trosd resch and market dominance, Amazon’sMarketing Funnelaavzrtising scrvicas pravida bran:s and scllars with unique bencfits thstset it apart fram compatitars. The ability to regcrt disect ssles artrihuticna metnc that gives more catailsd ins ght than the cverall impressions00q222_ J9 3/009 t (2ns s.0it)e e po0 5>2[p2 puecontinucsAwarenessto appeel to online marketers, Amcng the most significant reascns thecutripery continues 0 sl.rsc:, risrkelers areAudience of ready-to-buy shoppers: Arnszon oCCupiesInterest8 urique pusitior1 st the end of the rns-keting furnel.Acvertisers using Amazon have the ability to reech customerst at purchsseConsiderationGurug 2uqu ier rwu 5,: iuosied ryfy 'tanpord rijeit's sbout stroving the right products to the tightpeople. /Amszon's weath of shopper date allows brentsand mariketers to expand their reach acrcss chenr.elsIntent(displsy, euuio, #nd uver-lhe-{wp video) wit)1 cortlexlusllyapgropriate a:s.Measuring performance: Arriszun's sttrizution is s keyEvaluationdifferentintor aatwaen saarcn markering on Amazanversus ull other sesrch rmarketing platFurins. Alurilbul,iuntelis edvertisers which specific ads are driving sales. It salso a key plece of the rormula to detemine return or adPurchaseu ouJ anpoud si onua/ n ou o (sodl puesarwrtising irvstmant.Arr eamAcva(vaty 2ytt2t2 1 5 DI THE NISF AND SI= OFANAZAN ATYvFITISINGHowBigisAmazon'sAdvertisingBusiness?Ate: tecording voublecuarters, Amszcn begen reporirg standelone revenue reiete toits severtising services tusinesst gtowth in atverLsirw ales fur si uoseculivesegrnert for the first tine in February 2022 In 2021, the segrment generated $31.2 bllion in reverue,u from $19.0 oilion in 2020 (s 56% incresse) snd S12.6 ilionin 2019 Is 147% incresse). Vith susteinedg'owth, Amazon's acivertising busiress s increasingly beirg viewed as mzre of a competitor to those oftech giant