{"id":35151,"date":"2018-03-07T08:00:06","date_gmt":"2018-03-07T16:00:06","guid":{"rendered":"https:\/\/content26.com\/?p=35151"},"modified":"2018-10-08T08:49:26","modified_gmt":"2018-10-08T15:49:26","slug":"amazon-opts-for-measured-approach-to-alexa-advertising","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/amazon-opts-for-measured-approach-to-alexa-advertising\/","title":{"rendered":"Amazon Opts for Measured Approach to Alexa Advertising"},"content":{"rendered":"<p><img loading=\"lazy\" class=\"alignright size-medium wp-image-35155\" src=\"https:\/\/content26.com\/wp-content\/uploads\/twenty20_79a5d968-a76d-40d8-8209-cc2f34f1f556-300x300.jpg\" alt=\"Alexa advertising\" width=\"300\" height=\"300\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/twenty20_79a5d968-a76d-40d8-8209-cc2f34f1f556-300x300.jpg 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/twenty20_79a5d968-a76d-40d8-8209-cc2f34f1f556-175x175.jpg 175w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/twenty20_79a5d968-a76d-40d8-8209-cc2f34f1f556-150x150.jpg 150w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/twenty20_79a5d968-a76d-40d8-8209-cc2f34f1f556.jpg 685w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Consumers\u2019 ambivalence toward advertising is legendary. They tolerate it \u2013 as long as it doesn\u2019t interrupt, annoy, seem cheesy, or too obviously trying to persuade them.<\/p>\n<p>Amazon has taken steps to prioritize user experience over monetization, denying media reports that it is in <a href=\"https:\/\/searchengineland.com\/report-amazon-discussions-consumer-brands-ads-alexa-289131\" target=\"_blank\" rel=\"noopener\">talks with several large brands to debut ads on Alexa in 2018<\/a>. \u00a0Amazon\u2019s obsession with customer service leads us to believe they won&#8217;t introduce Alexa advertising until they&#8217;re confident it enhances the final user experience.<\/p>\n<p>Last year, Amazon pulled back on advertising within its Amazon Echo Skills, the voice-enabled, third-party developed apps. The ban specifically targeted interactive ads that would imitate conversations with Alexa, the voice-powered digital assistant.<\/p>\n<p>At this time, Amazon allows only specific, <a href=\"https:\/\/developer.amazon.com\/docs\/custom-skills\/policy-testing-for-an-alexa-skill.html#5-advertising\" target=\"_blank\" rel=\"noopener\">unobtrusive forms of Alexa advertising<\/a>.<\/p>\n<ul>\n<li>Brands can recommend their products within <a href=\"https:\/\/content26.com\/blog\/amazon-alexa-skills-enhance-the-shopping-experience\/\" target=\"_blank\" rel=\"noopener\">proprietary Skills<\/a>, which must offer useful content and be turned on by users. They can inform users about special deals \u2013 but only if the user asks about them.<\/li>\n<li>Streaming music, podcast and flash news briefing Skills can include third-party advertising, but only if the Echo ads are similar to what is offered in other media.<\/li>\n<li>The Echo has no advertising outside of Skills at this time. Alexa <em>will<\/em> recommend Amazon products for sale \u2013 but only when users ask for them. Recommendations are based on organic search results and Amazon Choice status, not advertising spends.<\/li>\n<\/ul>\n<p>Given these limited promotional opportunities, ranking well in organic search and paying attention to keyword-optimized content remain the best strategies for brands to get noticed on Alexa.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/icso3hGR0eI\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2><strong>Amazon Bans Advertisements in Skills<\/strong><\/h2>\n<p>Interest in voice-activated advertising is predictably high. But early forays into voice advertising have been met with <a href=\"https:\/\/www.cnet.com\/news\/ads-voice-assistants-amazon-alexa-google-home-burger-king\/\" target=\"_blank\" rel=\"noopener\">skepticism<\/a>.<\/p>\n<p>First came a storm of <a href=\"https:\/\/www.wsj.com\/articles\/google-tests-waters-of-voice-ads-on-speaker-1489710193\">negative press<\/a> when the Google Home assistant tacked on a promo for the movie \u201cBeauty and the Beast\u201d when users asked for information about their schedule.<\/p>\n<p>Then, Burger King released a 15-second television ad intentionally designed to trigger Google Home speakers. Without approval, the ad <a href=\"https:\/\/www.washingtonpost.com\/news\/the-switch\/wp\/2017\/04\/12\/burger-king-thought-is-had-a-great-idea-instead-it-ended-up-with-a-whopper-of-a-problem\/?utm_term=.221028c2846a\" target=\"_blank\" rel=\"noopener\">activated speakers<\/a> when it aired on late-night TV, causing the devices to recite facts from the Whopper\u2019s Wikipedia page. The ad, found by some to be hilarious and others to be a terrible gimmick, also prompted concerns about privacy.<\/p>\n<p>Amazon\u2019s response was to update its developer agreement to ban most advertising in Alexa Skills, curbing a <a href=\"https:\/\/techcrunch.com\/2017\/06\/15\/the-first-ad-network-for-alexa-skills-shuts-down-following-amazons-policy-changes\/\" target=\"_blank\" rel=\"noopener\">network of interactive ads<\/a> that were slated to be released by the startup VoiceLabs. These ads, for clients such as ESPN, Wendy\u2019s and Progressive Insurance, were designed to be interactive.<\/p>\n<p>But the new policy banned all Alexa advertising that used her voice, referred to Alexa, or imitated Alexa\u2019s interactions, leaving few acceptable venues for ads. This caused a halt in the monetization of the Echo.<\/p>\n<h2><strong>Organic Search Ranking is Key to Getting Traction on Echo<\/strong><\/h2>\n<p>Although Amazon ratcheted down on Alexa advertising, brands can still leverage their Amazon ad spends to improve Alexa visibility.<\/p>\n<p>By identifying successful keywords from ad campaigns and weaving them back into product page content, companies can lift their products\u2019 rankings in organic search.<\/p>\n<p>And because Alexa uses organic search ranking to select products to offer voice shoppers, Amazon ad campaigns still contribute to success on Amazon Echo.<\/p>\n<h2><strong>The Takeaway<\/strong><\/h2>\n<p>While Amazon prioritizes user experience over monetization, brands can win on Alexa by paying attention to keyword-optimized content.<\/p>\n<p>Most industry experts expect Amazon to roll out advertising on the Echo eventually, so brands should consider honing their general Amazon advertising strategies while they wait.<\/p>\n<p><em>Editor\u2019s Note: <a href=\"https:\/\/content26.com\/blog\/amazon-prepares-for-growth-with-amazon-advertising-name-change\/\">On September 5, 2018, Amazon rebranded its advertising platform.<\/a> Amazon Marketing Services changed to Amazon Advertising and Amazon Advertising Platform changed to Amazon DSP, among other changes. This blog post was changed on October 5, <\/em>2018<em>\u00a0to reflect those changes.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumers\u2019 ambivalence toward advertising is legendary. They tolerate it \u2013 as long as it doesn\u2019t interrupt, annoy, seem cheesy, or&#8230;<\/p>\n","protected":false},"author":52,"featured_media":35155,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[789,1461],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Amazon has been reluctant to introduce Alexa advertising, prioritizing user experience on its Echo devices. 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