These platforms not only offer ways for marketers to drive transactions in real time based on their search products, but also to help their suppliers and brands drive awareness at an earlier stage of the funnel.
In the past few years, retail players have taken a big share of search ad revenue. In terms of market share, Amazon is already second only to Google, and Microsoft is also on the leaderboard.
“In the next few years, you’ll see retail media players represented more and more in terms of where search dollars and other digital ad dollars go.” – Mike Gifis, Director of North American Sales at Taboola
Don’t just focus on Amazon; consider other players to expand your opportunities to scale.
2. Inspiration can translate to sales
“The moment of inspiration is increasingly becoming the point of sale.” – Mike Gifis, Director of North American Sales at Taboola
Social commerce is growing. In the past year, 56.1 million people made a purchase directly from Facebook in the past year, and more than one in five people purchased a product discovered on a social platform.
Publishers aren’t slow to leverage this trend. For example, Bustle recently announced that their entire site is shoppable, and Shopify’s one-click checkout is available to any merchant on Google or Facebook. Focusing on the user is going to be very important for these publishers to succeed going forward.
3. Winning search is key
Whether you’re talking about a particular product category or branded terms, it’s hard to generate sales volume if you’re not winning search.
Advertising at the top of a search page is crucial, as most of the traffic is driven by the top three organic results on Amazon, as presented by Teikametrics during the webinar.