Performance marketing

E-com advertising is used for both performance marketing & brand building: Girish Prabhu – Exchange4Media


E-commerce platforms have emerged as a key advertising channel for brands to reach their consumers. Amazon is one of the key beneficiaries of the boom in ad spends on e-commerce platforms. In FY21, Amazon Seller Services’ revenue from the sale of advertising services jumped to Rs 2554.2 crore from Rs 1637 crore in FY20. Amazon Advertising Head Girish Prabhu spoke to e4m on the growth of e-commerce advertising in India and the role that Amazon is playing to…….


E-commerce platforms have emerged as a key advertvertising channel for styles To Obtain their consumers. Amazon Is Amongst The numerous key beneficiaries of the progress in advert spends on e-commerce platforms. In FY21, Amazon Vendor Providers’ income from the sale of advertvertising services jumped to Rs 2554.2 crore from Rs 1637 crore in FY20. Amazon Promoting Headvert Girish Prabhu spoke to e4m on The enlargement of e-commerce advertvertising in India and the position that Amazon is having fun with to drive its advertoption among styles.


How has the journey of Amazon Advertisements been in India?

We now have A lot of retailers, sellers And varieties….everyone is promoting on-line. As quickly as we Thought-about advertvertising, our idea was how Can we convey the message Of these styles and sellers who know Tons Regarding their merchandise. The information that sellers And varieties have surpasses Almost something that anyone else might know. So the question we requested ourselves was how Can we ship these messages to clients in a significant method wright here It is related to their buying journey on Amazon? So as that wAs a Outcome of the thought of Amazon Advertisements. We now have sponsored merchandise That are intent-pushed. So In case You are Wanting for merchandise We’ll advertvocate gadgets That are sponsored As properly as to pure. So our advertvertising Is meant to make it straightforward To Search out, uncover and buy on Amazon with enters from the makers of these merchandise.

E-commerce has emerged As a Outcome of the primary port of name For A lot of consumers When it Includes buying for merchandise. How important is it for styles to have a devoted advertvertising method for e-commerce platforms?

It’s alreadverty occurring. We see that styles have on-line As a Outcome of the Most very important channel and advertvertising is a key halfner in that journey. We will proceed to Pay money for constructing newer merchandise that assist styles To Obtain their viewerss in a method that significantly resonates with them.

Is e-commerce advertvertising Solely for efficiency advertising or is it advertditionally used for mannequin constructing?

It’s each, and what We’re studying by way of our advertvertising merchandise is thOn tright here’s intent-pushed After which Tright here’s behavioural. All of them Return to The identical particular person. What We’re seeing Is that this complete funnel view of advertvertising that has tradvertitionally advertvanced. Our merchandise Are Alleged to be objective-pushed.

Being an AVOD platform, how does amazon mini Tv complement the Amazon Advertisements enterprise?

Do You’d like to Take A look at it globally, video advertvertising is A longtime mannequin for us. Inside the US, we have merchandise like Freevee and …….