AMAZON HAS LED THE WAY IN TURNING WEB COMMERCE INTO AD SALES. CAN A BULK-GOODS STARTUP BE THE NEXT BIG THING?
This month, shoppers looking to stock up on Halloween candy can buy 160 mini chocolate bars for a mere $16 on ecommerce site Boxed. And starting this week, the confectionery marketers looking to target them with ads can virtually jostle for position like trick-or-treaters searching for the last Snickers in a plastic cauldron.
That’s because Boxed, a 4-year-old digital wholesaler with a few million monthly customers, is introducing a real-time auction platform for its top-of-the-page, sponsored search results. The New York-based company has offered ads for a few years through its sixperson sales team, but is now aiming to ramp up revenue from its ad inventory by pitting bidder versus bidder—and in the process, take away a chunk of business from ecommerce powerhouses Amazon and Walmart, each of which has been in the real-time-bidding game for a few years. Boxed will also be going up against the formidable Jet.com, the Walmart-owned ecommerce site that debuted its initial ad offering in August.
Ecommerce advertising is heating up to seize the huge opportunity provided by the digital retail market, estimated to exceed $400 billion in the U.S. this year, according to the National Retail Federation. But even with stakes that high, what makes Boxed think it can compete with retail titans, chiefly Amazon?
Denne historien er fra October 2, 2017-utgaven av ADWEEK.
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Denne historien er fra October 2, 2017-utgaven av ADWEEK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.
