The year 2019 was a year of change for some of the biggest players in the industry with Google and Amazon attempting to draw in more sales by changing its digital marketing and advertising patterns. Gallery Ads and Discovery Ads from Google are some highly visual forms of advertisement which have helped in boosting sales for the platform. Amazon on the other hand had introduced a new feature called Sponsored Brands and built on it in order to change the way customers look at the site where previously they were loyal to the platform but not to any particular brand.
“Amazon’s infiltration of Google’s Product Listing Ads reached new heights in 2019. By the end of the third quarter, Amazon’s Google Shopping impression share skyrocketed up to 70 percent for home goods retailers and 52 percent on apparel searches. Google is still significantly ahead of Amazon in terms of search ad revenue share, owning 73 percent compared to Amazon’s 13 percent in the US in 2019, but a slow, continuous decline is expected over the coming years,” according to data from Episerver.
These changes by Amazon and Google are giving advertisers the confidence to go beyond their comfort zones and foray into newer methods of digital marketing.