{"id":1656,"date":"2021-09-28T08:30:41","date_gmt":"2021-09-28T12:30:41","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/09\/28\/amazon-gets-the-whole-picture\/"},"modified":"2021-09-28T08:30:41","modified_gmt":"2021-09-28T12:30:41","slug":"amazon-gets-the-whole-picture","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/amazon-gets-the-whole-picture\/1656\/","title":{"rendered":"Amazon Gets The Whole Picture"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Andrew Sandoval, VP Biddable Media at Croud<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When the Amazon juggernaut rolls into a sector, market dominance is assured \u2013 it\u2019s a question of when not if. Its latest venture? The trusty television set. Earlier this month it was announced <a href=\"https:\/\/www.cnbc.com\/2021\/09\/09\/amazon-fire-tv-omni-and-4-series-tvs-price-release-date.html\" aria-label=\"amazon would be selling its own branded TVs, read on CNBC\">Amazon would be selling its own branded TVs<\/a>, an inevitable extension of its Fire Stick products.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Beyond just making our homes even \u2018smarter\u2019, the Amazon TV presents an exciting proposition for the future of shoppable TV. Currently, only <a href=\"https:\/\/theharrispoll.com\/viewers-are-underwhelmed-by-shoppable-ads-even-as-networks-tout-them-according-to-new-poll\/\" aria-label=\"36 percent of US shoppers, read on the harris poll\">36% of US shoppers<\/a> are interested in shoppable ads on their TV. On the surface, therefore, it might seem that Amazon is entering quite a low-interest category, but with access to the biggest screen in the house and one of the oldest and still most compelling brand communications models, Amazon is in pole position to dominate this burgeoning category.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One of the current challenges for shoppable TV is friction, an obstacle Amazon has built its empire on eliminating from its other products and services. If a frictionless experience for consumers is what it takes for shoppable TV to succeed, then the opportunity is ripe for Amazon to exploit.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The key to this is ecosystems. It isn\u2019t enough for Amazon just to pop up on another shoppable TV channel \u2013 like the Home Shopping Network, for example. Its strength is in its all-encompassing ecosystem and a branded TV channel is the final piece of the puzzle that will let Amazon create the ultimate shopper ecosystem.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Why is this important?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Imagine shoppable TV today. You\u2019re sitting on the couch in front of the TV and an ad or infomercial comes up. There\u2019s a number to call, a website to visit, or, for the really modern ones, a QR code to snap. Cue fumbling for your mobile, waiting for it to wake up and boom, the ad is gone.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Even if you do get to the number or the website, there\u2019s time for second thoughts. Or at least time to compare \u2013 price, features, brand. You might have been interested in the product that was on the screen, but now there\u2019s the whole worldwide web of choices at your fingertips. Did you really want the Beats buds or just a really slick pair of new headphones? The brand paid for the ad, but someone else got your order.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Amazon owns this ecosystem. If you\u2019re watching its channel, you\u2019re already logged in through your Prime and your bank and address details are stored. You\u2019re using your Firestick or a compatible remote and when the ad comes up, it\u2019s just one click of a button and you\u2019re done. No hunting for the phone, no scrolling through menus. And even if the remote has gone down the back of the couch cushions, it\u2019s the work of a few seconds to shout for Alexa to pick up the slack. No other player in this space, not Apple, not Google, not Samsung which leads the pack in connected TVs, has the connected ecosystem needed to deliver such a frictionless experience.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And now we\u2019ve got the consumers on board, which brands will want to use this unique shoppable ecosystem?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Finally, it looks like it might be time for CPG to shine. Amazon already identified the direct-to-consumer friction points that CPG was trying to solve with its Dash buttons, but they never quite took off. Where to put them was one thing \u2013 do you really want to go hunting in the parlor when you remember you need diapers? But seeing an ad on TV and pressing a single button to stock up while you\u2019re there? It\u2019s a literal no-brainer. No thought required. No inconvenience is necessary.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This doesn\u2019t mean that so-called big-ticket items are necessarily ruled out of the one-click shoppable TV experience. While the cohort that buys a Lexus on a whim might be a very small and unique one, the one that can click to schedule a test drive or request a brochure or call back is much larger.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Amazon is yet to confirm that branded TV is indeed where the juggernaut stops next but it looks highly likely, and we can already see its potential beyond. Through Prime Video and other streaming and studio investments, the synergies between product placement and shoppable entertainment are clear. The X-Ray function on Prime Video already shows the IMDb profile of actors in the current scene. Why not the clothes they\u2019re wearing, the beer they\u2019re drinking or the table they\u2019re sitting at?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Commerce today is increasingly a world of Amazon\u2019s imagining and shoppable TV looks set to have boundaries that only it can set.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>When the Amazon juggernaut rolls into a sector, market dominance is assured \u2013 it\u2019s a question of when not if. Its latest venture? The trusty television set.<\/p>\n","protected":false},"author":7,"featured_media":1657,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-1656","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Amazon Gets The Whole Picture | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/amazon-gets-the-whole-picture\/1656\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon Gets The Whole Picture\" \/>\n<meta property=\"og:description\" content=\"When the Amazon juggernaut rolls into a sector, market dominance is assured \u2013 it\u2019s a question of when not if. 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