Amazon Jumping on the “MAN” (Mobile Ad Network) Wagon with an API in Beta
Amazon appears to be taking the first steps in jumping on the Mobile Ad Network Band Wagon much like countless others out there. This however will be focused on and across its Kindle devices with a new advertising API which is in beta for developers. Needless to say, it is a tough and competitive business. But Amazon has something that most other competing networks don’t: droves of user data on the millions of consumers who buy goods off their site.
This could certainly help Amazon understand what kinds of ads actually result in purchases better than Google AdMob, Facebook or any of the independent networks like InMobi or Jumptap. It also means much more seamless calls-to-action embedded in ads that can get users immediately clicking through to buy products. Amazon is kicking off the network with advertisers like Duracell Powermat and Nature’s Bounty.
As the Beta roles out, Amazon’s mobile ads API will only work with U.S. users and apps and games on the Kindle Fire, Kindle Fire HD and other Android phones and tablets.
Note: Apps must also be available for download on Amazon’s app store, to use the API.
As of now, the network has two ad types: the standard static clickthrough banners and then banners that can expand to include rich media like video.
Till now Amazon has shyed away from making a big purchase of an independent mobile ad network. Apple and Google on the other hand who acquired Quattro and AdMob back in 2010. While the AdMob deal is generally considered to have worked out well for Google, Apple’s effort to turn Quattro into a premium mobile ad network like iAd many were reluctant to jump on board.
Knowing Amazon, I’m sure they will be smart enough in utilizing their large amounts of consumer data to have a network that segments users appropriately to deliver the highest CTR’s and conversions.
Kevin is an Online and Mobile Marketing Strategist who has worked with companies of all sizes over the last 6 years. You can follow Kevin on any of the social platforms below.
