Data Reveals Advertisers Increased Investment in Amazon DSP 30%
NEW YORK, OCTOBER 22, 2019 — Tinuiti, North America’s largest independent performance and data-driven digital marketing agency, has published The Tinuiti Amazon Ads Benchmark Report Q3 2019. Using anonymized same-client samples derived from more than $400 million in Amazon ad spend under management, the report examines key trends in Amazon Advertising. Tinuiti will host a complimentary webinar on Thursday, November 7 at 2:00 pm (EST) to review significant data points and share insights with the report’s author.
Tinuiti’s report reveals the growth of Amazon’s Demand-Side Platform (DSP). Advertisers increased investment in Amazon DSP 30% quarter-over-quarter in Q3, a slight uptick from the 27% increase observed from Q1 to Q2. Pricing growth accelerated as CPM went up 15% quarter-over-quarter in Q3 compared to 5% in Q2, with many advertisers ramping up efforts around Prime Day in July.
“Data shows that advertising on Amazon has become more competitive, especially as brands continue to see growth in acquisition and sales through the platform’s expanding search and display capabilities,” said Zach Morrison, CEO of Tinuiti. “As Amazon’s ad platform matures, we’ve found that our clients consistently outperform the competition with a sophisticated approach that leverages all of Amazon’s ad tools to manage costs and ROI, which will be all the more important for brands as they plan for the holidays.”
Amazon Sponsored Products and Sponsored Brands for both International and US campaigns also experienced growth:
- Ad spend for Sponsored Products grew 50% year-over-year and Sponsored Brands spend grew 111% year-over-year for campaigns targeted to countries other than the United States.
- US sales attributed to Sponsored Products increased 30% year-over-year in Q3 2019 – right in line with spend growth – with an 18% increase in clicks and a 10% increase in cost per click (CPC).
- Sponsored Brands (formerly known as Headline Search Ads) advertisers increased US investment in the format 19% year-over-year, driven by 16% click growth. CPCs grew only 3% in Q3 after growing 27% and 12% in Q1 and Q2, respectively.
“Our internal findings correlate with larger trends that show Amazon as the fastest-growing mass advertising platform for the foreseeable future,” said Andy Taylor, Tinuiti’s Director of Research. “The data from our Amazon Ads Benchmark Report speaks to the enormous growth Amazon advertisers are currently seeing and how different segments across search and display are trending over time, both in the US and abroad. We’ve seen a 50% and 111% increase in Sponsored Products and Sponsored Brands growth for non-U.S. campaigns, indicating strong international growth on the platform.”
Additionally, Tinuiti has found that in Q3 2019, 32% of Amazon DSP spend went to sites outside of those controlled by Amazon, demonstrating that advertisers can use the Amazon DSP to target customers not only on Amazon’s owned-and-operated sites, but also on other sites across the web.
For access to the complete Amazon Ads Benchmark Report Q3 2019, along with key insights from Tinuiti’s team of Amazon experts, please visit https://tinuiti.com.
Tinuiti is the new name for Elite SEM and its recently acquired agencies CPC Strategy, Email Aptitude and OrionCKB. Tinuiti is a performance and data-driven digital marketing leader that helps clients Identify, Acquire, and Engage customers across the digital media ecosystem while their post-click solutions Retain and Reactivate consumers as they continue their digital journey. With expertise in Search, Social, Amazon & Marketplaces, Mobile Apps, Email Marketing and more, every solution is built on best-in-class data and analytics, brought to life by brilliant creative execution, and powered by exceptional strategists. Clients include Bombas, BB&T, Eddie Bauer, Ethan Allen, Etsy, Jet.com, Rite Aid, Seventh Generation, The Honest Company, Tommy Bahama, Terminix, Vitamin Shoppe.
Tinuiti has won several prestigious industry awards and accolades for both culture and performance, including #1 on Ad Age’s Best Places to Work, Digiday Worklife Awards, and the Google Premier Partner Award for Video Excellence. Tinuiti’s commitment to people and performance has cemented their position as one of the top digital marketing agencies in North America.