Khw muag khoom Media tam sim no 11% ntawm Tag Nrho Kev Tshaj Tawm. Ntawm no yog 5 yam uas tsav cov duab ntawd

Ib qho kev hloov yog afoot. Khw muag khoom tshaj tawm, ib zaug ntawm AmazonAMZN
cov muag khoom, tab tom noj thoob ntiaj teb. Lub ntiaj teb advertising yam tsawg kawg.

Ib daim ntawv tshaj tawm tsis ntev los no los ntawm WPP's GroupM tau hais tias cov khw muag khoom xov xwm twb sawv cev rau 10.7% ntawm kev tshaj tawm thoob ntiaj teb, thiab kev kwv yees tias daim duab no yuav loj hlob 60% los ntawm 2027.

GroupM tsis yog ib leeg hauv nws qhov kev pom zoo. eMarketer kwv yees tias Amazon ib leeg yog qhov thib peb-loj tshaj plaws kev tshaj tawm platform hauv Asmeskas, suav txog 13% ntawm kev tshaj tawm digital siv xyoo 2021, thiab cia siab tias nws feem yuav nce mus rau 15% los ntawm 2024. Amazon tsuas yog pib faib tawm cov nyiaj tau los ntawm nws pawg tshaj tawm. Nyob rau hauv 2021. Raws li qhov tshwm sim, qhov loj me me ntawm Amazon kev tshaj tawm kev lag luam tuaj ua ib qho surprise rau ntau ntawm kev lag luam.

Tab sis tev tawm rov qab dab tsi ua rau kev lag luam hauv khw muag khoom loj hlob qhia tau hais tias muaj ntau qhov laj thawj uas tsis xav tsis thoob. Nov yog tsib yam uas ua rau muaj kev loj hlob yav dhau los thiab yav tom ntej ntawm cov khw muag khoom xov xwm.

Tab sis ua ntej, dab tsi yog lub khw muag khoom xov xwm?

Khw muag khoom tshaj tawm yog digital version ntawm kev lag luam khw muag khoom. Hauv kaum xyoo dhau los, cov neeg siv khoom lag luam yuav siv kev sib txuas ntawm cov npe tshaj tawm (xws li kev tshaj tawm hauv tebchaws TV) thiab kev lag luam lag luam (xws li cov chaw tsim khoom daim coupon thiab cov khoom hauv khw) los tsim kom muaj kev paub txog cov khoom lag luam thiab kev muag khoom.

Niaj hnub no, khw muag khoom xov xwm platforms tuaj yeem ua txhua yam ntawm cov haujlwm ntawd thiab ntau dua, ntawm ib lub platform. Qhov kev xav yog vim tias muaj peev xwm los ze rau cov hom phiaj tshwj xeeb ntawm cov neeg siv khoom uas nyob ntawm cov ntsiab lus tshwj xeeb hauv lawv txoj kev yuav khoom, cov khoom lag luam digital tshaj tawm tau zoo dua thiab raug nqi ntau dua li cov qauv ib txwm muaj.

Cov xov xwm khw muag khoom tuaj yeem tso tawm ntawm "qhov chaw yuav khoom," thaum tus neeg siv khoom nquag tshawb nrhiav thiab tsim lawv lub laub ntawm ib qho app xws li Amazon, KrogerKR
los yog Instacart. Cov khoom lag luam tuaj yeem tso tawm hauv cov txiaj ntsig tshawb fawb, lossis ntawm nplooj ntawv khoom sib tw. Cov xov xwm muag khoom tam sim no tseem suav nrog cov xov xwm tshaj tawm uas muaj los ntawm cov khw muag khoom xws li Amazon, uas suav nrog Hnub Thursday Hmo Ntuj Football, Amazon Hluav Taws TV, thiab txuas nrog TV raws li ParamountLUB NEEJ
Ntxiv rau.

Yam 1: tsom cov neeg tuaj saib nrog qhov tseeb

Amazon tau siv lub siab-boggling $ 11BN ntawm txoj cai rau hnub Thursday Night Football. Muaj peb qhov laj thawj tseem ceeb vim li cas:

1. Nws yog ib qho kev txhawb nqa rau ntau tus tswvcuab Prime (qhov no tau ua pov thawj tias yog qhov xwm txheej thaum Amazon tau lees tias nws tau tsav Prime cov tswvcuab ntau dua li ib qho kev tshwm sim Prime Day)
2. Nws nthuav tawm cov khoom muag. Tshaj li kev txhawb nqa cov khoom lag luam ntawm Amazon.com, tam sim no muaj qhov qhib rau cov neeg tshaj tawm uas paub txog kev tsim thiab yuav cov ntawv tshaj tawm TV loj. Nrog xws li cov neeg tuaj saib tseem ceeb nyob rau hauv, Amazon tuaj yeem them nyiaj ntau dua rau cov chaw no thiab txhawb lawv cov nyiaj tau los tshaj tawm.
3. Nws yog thawj-tog cov ntaub ntawv lub sijhawm. Rau kuv, qhov no yog qhov laj thawj tseem ceeb tshaj plaws. Loj hlob nws lub pas dej ua ke ntawm thawj tog cov ntaub ntawv yog qhov tseem ceeb dua li cov cuab tam mus sij hawm ntev rau Amazon dua li qhov rov qab los ntawm kev siv nyiaj tam sim. Advertisers tab tom queuing mus rau pem hauv ntej ntawm cov neeg tuaj saib tshwj xeeb.

Lub peev xwm los tsom cov neeg siv khoom raws li kev yuav khoom tiag tiag thiab kev xav txog kev ua haujlwm, ntxiv rau cov pej xeem cov ntaub ntawv, yog qhov txaus nyiam rau cov neeg tshaj tawm. Ib hom tshuaj ntxuav tes, piv txwv li, tuaj yeem tsom cov neeg yuav khoom hauv ntau txoj hauv kev. Qhov yooj yim tshaj plaws thiab siv dav tshaj plaws yog los khiav kev tshaj tawm hauv cov khw muag khoom cov txiaj ntsig tshawb fawb siv cov ntsiab lus dav dav xws li "cov tshuaj tua kab mob tes- xab npum." Lub hom phiaj tseem tuaj yeem tsom cov neeg sib tw cov npe lag luam ib yam nkaus, hauv kev sib tw kom tau txais cov neeg siv khoom hloov cov npe. Tab sis ntau lub khw muag khoom tshaj tawm xov xwm zoo li Amazon thiab WalmartWMT
kuj tseem muab cov kev tshaj tawm kev tshaj tawm, uas yog lub hom phiaj tuaj yeem tsom cov neeg yuav khoom tsis yog los ntawm cov ntsiab lus tab sis los ntawm kev tshaj tawm cov phiaj xwm tsom rau cov neeg siv nrog cov pej xeem tshwj xeeb, psychographic, lossis tus cwj pwm coj cwj pwm.

Qhov kev xav-raws li kev tshaj tawm kev tshaj tawm yog qhov muaj zog hloov pauv rau hom kev tshaj tawm uas yuav siv keeb kwm siv hauv TV tshaj tawm. Tab sis tam sim no nws tau hloov kho nrog lub peev xwm los ua kom pom tseeb ntawm qee tus neeg yuav khoom, thiab thaum kawg taug qab lawv txoj kev mus rau qhov kev yuav khoom tiag tiag.

Amazon Kev Lag Luam Huab thiab Walmart Luminate yog ob txoj kev daws teeb meem los ntawm ob lub khw muag khoom loj tshaj plaws los taug qab cov neeg siv khoom taug kev los ntawm kev pom cov ntawv tshaj tawm, pom ntau qhov kev tshaj tawm them nyiaj ib zaug, thiab thaum kawg ua kev yuav khoom hauv online lossis hauv khw. Lub peev xwm tam sim no taug qab cov neeg siv khoom taug kev los ntawm kev pib mus rau kev ua tiav yog qhov nyuaj heev rau cov hom lag luam nrhiav kom zoo dua lawv cov kev siv nyiaj.

Factor 2: Amazon yog 'them-rau-ua si' rau feem ntau hom kab mob

Ib txoj kev tshawb fawb los ntawm kuv lub tuam txhab Acadia thiab eCommerce analytics tus kws kho mob Analytic Index pom kev sib raug zoo ntawm kev txhawb nqa (kev tshaj tawm siv Amazon qhov kev them nyiaj-ib-nias ad daws teeb meem) thiab kev tshawb nrhiav organic rau cov hom lag luam (cov npe uas muag lawv cov khoom ntawm lub platform).

Thaum nws txawv ntawm cov khoom lag luam, qhov kev sib raug zoo no qhia tias feem ntau cov npe muag ntawm Amazon yuav tsum tau ua ntej nrog cov peev nyiaj tshaj tawm txhawm rau kom tau txais txoj haujlwm ntawm nplooj ntawv ib qho ntawm cov txiaj ntsig tshawb fawb.

Brands zoo li NikeNKE
, CrocsCROX
thiab Adidas uas muaj ntau caum xyoo ntawm kev lag luam lag luam tom qab lawv, tej zaum yuav nyob rau qib siab raws li cov neeg siv khoom tshawb nrhiav tshwj xeeb rau cov hom no. Khaub ncaws thiab khau kuj tseem muaj kev sib raug zoo ntawm kev txhawb nqa thiab cov organic visibility.

Los ntawm kev sib piv, cov khoom siv hluav taws xob muaj kev sib raug zoo heev ntawm kev txhawb nqa thiab cov organic visibility, tawm tswv yim tias nws yuav luag ib qho kev xav tau rau lub hom lag luam hauv cov qeb ntawd los tshaj tawm hauv Amazon txhawm rau qhia siab txaus hauv cov nplooj ntawv tshawb fawb los txiav txim siab rau kev yuav khoom. .

Ua kev tshawb nrhiav ntawm koj tus kheej ntawm Amazon yog qhov yuav tau txais txiaj ntsig zoo sib xws. Kev tshawb nrhiav "lub tshuab kas fes" zoo li yuav tsim ib qho array ntawm banner tshaj tawm, txhawb nqa cov khoom tshaj tawm, thiab kev tshaj tawm video. Tib txoj kev tshawb no qhia tau hais tias feem pua ​​​​ntawm "muab vaj tsev" ntawm nplooj ntawv ib rau cov ntsiab lus siab hloov pauv dua los ntawm cov khoom lag luam, tab sis thaj tsam ntawm 12.9% mus rau 21.6%.

Qhov kev them nyiaj-rau-ua si yam ntxwv - ntawm Amazon yam tsawg kawg - yog ib qho kev txhawb nqa rau kev muag khoom siv xov xwm ntawm cov hom lag luam.

Yam 3: Lub sijhawm tsis muaj kab mob

Nws yog ib qho yuam kev los xav txog cov khw muag khoom xov xwm tsuas yog tsim nyog rau cov neeg siv khoom lag luam xav tau nyob rau pem hauv ntej ntawm cov neeg hauv tsev uas ua lub khw txhua lub lim tiam. Cov tuam txhab tuav pov hwm muaj peev xwm tsom cov niam txiv tshiab uas thaum kawg npaj tau los xav txog kev tshem tawm txoj cai pov hwm lub neej; lub chaw tsim khoom tsheb tuaj yeem tsom cov menyuam yaus boomers uas yuav lawv lub tsheb kawg ob peb xyoos dhau los thiab yuav tsum tau hloov kho dua tshiab; lub tuam txhab saib xyuas cov nyom tuaj yeem tsom cov neeg ua haujlwm tsis khoom hauv thaj chaw tshwj xeeb uas lub tuam txhab pabcuam.

Qhov loj ntawm thawj-tog cov ntaub ntawv, ua ke nrog cov khoom muag loj dua ntawm cov npe kev tshaj tawm kev xaiv tso npe, ua rau cov khw muag khoom muaj txiaj ntsig zoo rau 'cov hom lag luam' - cov tuam txhab uas tsis muag cov khoom lag luam ntawm Amazon. Cov pab pawg neeg tshaj tawm no sawv cev rau qhov tseem ceeb ntawm cov nyiaj tau los rau kev tshaj tawm hauv khw muag khoom - loj hlob nyob deb ntawm kev siv nyiaj txiag ntawm cov tuam txhab cov khoom siv.

Factor 4: Incumbents yog tam sim ntawd kim dua

Thaum lub khw muag khoom loj hlob tuaj, nws tseem nyob hauv qhov chaw nyob deb piv rau cov platform tshaj tawm uas muaj los ntawm Meta thiab Alphabet.

Thaum cov tuam txhab no coj tsov ntxhuav feem ntawm cov peev nyiaj tshaj tawm digital niaj hnub no, lawv tab tom ntsib teeb meem loj. Apple covAAPL
Kev hloov ceev ntiag tug hauv 2021 tau nce tus nqi tshaj tawm rau ntau tus neeg tshaj tawm. DTC cov neeg siv khoom lag luam uas tau nruab nrab ROAS (rov qab-ntawm-ad-siv) hauv Facebook tam sim no tsuas yog tuaj yeem ruaj ntseg 1-2 ROAS.

Raws li qhov tshwm sim peb tau pom cov npe xws li Peloton, uas yog keeb kwm staunchly DTC tsom, dhia mus rau Amazon, qhov twg tus nqi-ib-nias tau ruaj khov dua.

Ib qho kev sib cav ntawm no yog tias cov hom lag luam no tsuas yog txav mus raws qhov kev txiav txim kom loj hlob zoo. Thaum tus thawj tswj hwm ntawm cov neeg siv khoom thaum ntxov, Peloton yuav tsum txav mus rau cov kev faib tawm tseem ceeb xws li Amazon txhawm rau tswj kev loj hlob.

Thaum cov nqi tau nce siab ntawm cov kev lag luam digital tam sim no, tus nqi ntawm cov ntaub ntawv muab rau cov neeg tshaj tawm tau txo qis vim yog cov kev hloov ceev ntiag tug tib yam. Los ntawm qhov sib txawv, Amazon tshwj xeeb yog muab ntau cov ntaub ntawv sib txawv rau cov hom, thiab txawm tias nkag mus rau cov neeg yuav khoom. Qee qhov piv txwv tsis ntev los no suav nrog Amazon Advertising kev lag luam kwj, thiab muaj peev xwm xa email rau Amazon cov neeg yuav khoom uas yuav nyiam cov khoom lag luam tshiab.

Yam 5: Ntau lub khw muag khoom tau tshaj tawm xov xwm platforms

Amazon lub platform tshaj tawm tej zaum yuav ua ntej ntawm nws lub sijhawm, tab sis qhov ntawd tsis txwv lwm tus neeg muag khoom los ntawm kev tshaj tawm lawv tus kheej lub platform. Nws zoo nkaus li tias tus neeg muag khoom tshiab tau tshaj tawm lub platform tshaj tawm txhua lub lim tiam.

Kev tshaj tawm tuaj yeem yog qhov kev lag luam siab tshaj plaws rau cov khw muag khoom, ib qho kev txhawb nqa rau cov nyiaj tau los hauv kev lag luam uas tuaj yeem ua tsis tau thiab muaj caij nyoog. Qhov no ua rau kev lag luam tshaj tawm zoo nkauj heev thiab tsim nyog rau kev siv zog sawv.

Nws tseem tsis tsim nyog los tsim kom muaj kev lag luam muag khoom lag luam los ntawm kos. Thib peb cov platforms xws li Criteo thiab Citrus Ad tso cai rau cov khw muag khoom sawv ntsug ntawm kev lag luam tawm sai sai thiab nkag mus rau pawg neeg tshaj tawm uas twb tau siv cov platforms no.

Ib qho kev nce ntxiv ntawm kev xaiv tshaj tawm tuaj yeem tsim kev tsis paub tseeb ntawm cov neeg tshaj tawm txog kev faib nyiaj txiag li cas. Tab sis qee zaum, lawv tsis muaj qhov khoom kim heev ntawm kev txiav txim siab. Qee cov khw muag khoom xav tau qee theem ntawm kev siv xov xwm raws li ib feem ntawm lawv cov neeg muag khoom cog lus.

Raws li MediaPost tau taw qhia, khw muag khoom xov xwm tshaj tawm 11% feem ntawm tag nrho cov nyiaj tshaj tawm tej zaum yuav under-stated, raws li nws tsis suav nrog kev lag luam tawm xov xwm siv nyiaj. Qee zaum, kev tshaj tawm kev lag luam thiab kev lag luam kev lag luam nyiaj txiag yuav pib hloov mus rau hauv cov khw muag khoom digital thoob ntiaj teb.

Muaj feem yuav muaj qhov hnyav ntawm kev siv xov xwm ntawm "lub taub hau rog" ntawm cov khoom muag ntawm cov khw muag khoom, thiab tshwj xeeb tshaj yog "ntev tus Tsov tus tw" ntawm kev tshaj tawm siv nrog cov khw muag khoom nyiam cov nyiaj tshaj tawm xov xwm. Tab sis kev loj hlob ntawm cov kev xaiv kuj tseem yuav pab txhawb rau tag nrho kev siv nyiaj nce ntxiv.

Tab sis cov khw muag khoom xov xwm tsis yog panacea

Qhov teeb meem tsis tu ncua yog nrog kev taug qab cov neeg siv khoom taug kev uas hla ntau lub khw muag khoom. Cov ntaub ntawv kawm rau kev tshaj tawm thiab kev yuav khoom uas tau ua tiav hauv ib lub khw muag khoom ecosystem yog yuav luag irresistible. Tab sis txoj kev taug kev - thiab cov ntaub ntawv lag luam rau kev nqis peev ntau - cuam tshuam thaum tus neeg siv khoom pom kev tshaj tawm ntawm Amazon, piv txwv li, tab sis xaus rau kev yuav khoom los ntawm lawv lub zos Costco. Txhua tus neeg muag khoom muaj kev txaus siab los khaws lawv cov ntaub ntawv tus neeg yuav khoom siloed.

Txawm li cas los xij, lub peev xwm rau cov hom lag luam kom ncav cuag tus neeg muag khoom cov neeg tuaj saib ntawm ntau lub ntsiab lus ntawm kev yuav khoom tseem yog qhov txaus nyiam rau cov neeg tshaj tawm. Thaum Amazon hais kom muaj zog ntawm tag nrho cov khw muag khoom siv xov xwm vim nws cov peev txheej thaum ntxov, lwm cov khw muag khoom tau sau tseg. Cov khw muag khoom xov xwm playbook tau sau, thiab nws yog ib qho uas cov neeg tshaj tawm ntau tshaj li txaus siab los nqis peev lawv cov nyiaj lag luam rau hauv.