In regards to mobile advertising, there is no doubt that Apple is the company at the top of the pyramid. In fact apple is one of the most valuable companies in the world. With the massive adoption of smartphones and tablets and Apple’s ownership of the most popular device in both categories, the company has been accustomed to unfettered stroll at the top of brands’ mobile ad destinations.
But Amazon, in its best Apple impression, is trying to swing some more ad dollars in their direction. The Seattle based company has gained traction in the mobile ad space with its Amazon apps continued popularity among smartphone and tablet users, as well as their successful tablet, the Kindle Fire. According to ComScore, about half of all U.S. adult smartphone subscribers visited Amazon sites and apps in March, making Amazon the fourth-most-visited property on smartphones. The Amazon owned Kindle Fire is the only device that seems to have held its own against the highly popular but much more expensive Apple iPads.
The company sold over 5.5 million tablets since its debut last holiday season. With the growing popularity of e-books, the company doesn’t see their sales curtailing anytime soon. Last year Amazon sold more e-books than the paper variety. The Publishers Association says sales of e-books grew 366 percent last year. The company has been pitching Kindle home-screen and screensaver ad packages that are rumored to cost almost 1 million dollars.
Amazon also recently announced that its popular video service, Amazon Instant, will be available on Xbox 360 consoles. The application allows Amazon Prime members instant access to thousands of movies and television shows.
With the company’s growth and popularity on the rise they are looking to cash in on their reach. According to Adage the company is rumored to have recently acquired mobile-ad network, Jumptap to help bolster their advertising tactics.
Amazon’s access to its customers’ purchase data and history is also another reason for advertisers to be interested. Amazon sold $48.1 billion in services and products last year, and their ability to deliver highly accurate targeted ads based off of previous purchases is an ability that Apple cannot compete with. “With the amount of data Amazon has available, there’s a massive opportunity to use that as a pretty powerful targeting technique online and into mobile,” said Sal Candela, mobile director of media agency PHD in Adage.
The ascent for Amazon seems to be one of favorable odds, but we will see if the company is able to light a fire under itself, and put Apple on notice, while raising the bar for all mobile advertisers.