How Publishers Can Capitalize on Amazon Prime Day

Jul 13, 2018

Article ImageAmazon Prime Day is almost upon us. Shoppers have their credit cards ready to score the best deals, and Amazon merchants are poised to rake in the cash. While web traffic spikes, and millions of dollars are made, is there a way for publishers to capitalize on this e-commerce frenzy? According to some experts, the answer is yes!

Vipul Mistry, senior business development manager at Intermarkets says, "From an advertising perspective, publishers will have the opportunity to incrementally gain from Amazon Prime Day. Not only will Amazon be advertising heavily, but many other online retailers are expected to invest in the 36-hour retail blitz as well.” So how does that translate to dollars for publishers? “Expect offers and retargeting to control many ad budgets during the days leading up to and after Prime Day. Much like Black Friday and Cyber Monday, advertisers will gear up to promote their retail brands.” 

But it isn’t all a winning proposition for publishers. The fact is, on Prime Day, the battle for eyeballs intensifies. "Prime Day represents one of the largest shopping days of the year. Through extensive advertising and word-of-mouth, customers are primed to shop and to expect deals. This has meant, historically, the time spent on publishers has decreased,” says Eric Berry, CEO and co-founder of TripleLift. “While it is not necessarily as steep a decline for publishers as a true holiday, where customers are often away from the computer, leisure time is spent shopping on Amazon.”

Data Can Help Publishers Profit

Smart publishers, however, can still capitalize during the cyber-shopping frenzy. “This has several interesting effects--CPMs for publishers may increase, particularly for premium publishers that traditionally sell out and have meaningful competition to spend a certain amount on their inventory,” says Berry. “Further, publishers that leverage shopping intent data to drive custom, discount-oriented deals--even beyond Amazon--can benefit significantly. Leveraging first- and second-party data to identify high propensity audiences and charge a premium dramatically increases yield.”

Don’t stop there, says Berry: “Additionally, Amazon has a concerted effort to entice marketers to spend on Prime Day. This ends up consuming a significant budget as well as large portion of mind-share of many marketers. Savvy publishers, however, have been highly successful leveraging performance-driven campaigns for e-commerce marketers. As Amazon grows more and more expensive for Prime Day, there is opportunity to out-perform and capture the shopping intent that has been primed--to create great performance for relevant brands.”

Get Creative

But winning on Prime Day doesn’t just mean stealing attention from Amazon itself. Publishers will also have to distinguish themselves from the competition if they want to fully capitalize on the day. “Some publishers have been focusing on affiliate offers and reviews in order to drive product sales and increase traffic,” says Mistry. “Those sites, with experienced staff to integrate content with eCommerce, are positioned to benefit the most.”

On Prime Day, and on every day, publishers should be prepared to serve the right content to the right people at the right time. “Consumers are prepared to shop on Prime Day. But they’re also on the hunt for deals. They understand that many of the best deals will be content that isn’t necessarily immediately available and may take some hunting--so surfacing this sort of content in an easy-to-use channel will be very effective,” says Berry. “As always, context is key for effective ad programs-- meaning those surfacing similar, relevant content-- discounts in appropriate verticals will outperform.”

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