CMO: Is Amazon Advertising a threat, or a boon?

CMO asks the experts what they think of Amazon Advertising’s launch in Australia – including Kantar’s Head of Media and Digital Mark Henning, who says:

Amazon’s ability to link advertising and sales almost immediately gives it a point of difference in the local market other players just don’t have.

“It’s inevitable these services will launch here; Amazon is progressively rolling out its suite of solutions globally, so it’s not surprising. It is interesting, however, in terms of where Amazon is at in the cycle and how quickly things roll out,” he commented. 

“Amazon differs as it has the ability to link advertising and sales almost immediately, so it delivers a point of difference. The audience the business can reach and target, combined with accountability and scale, means it will become a significance presence, it’s just a matter of how long this takes.”

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