Tech companies embrace ‘cloud’ marketing strategy
By RICHARD KLEINMAN and RICHARDSHANT PARALLELENThis week, technology giants like Google, Facebook, Microsoft and Amazon are embracing a new strategy for online advertising that they say will enable them to better compete with the likes of Facebook and Twitter.
“We think that it’s important to do more in the way of ad-supported services, so that you can reach people across the whole spectrum of devices and across all the channels that they use to access information,” said Marc Benioff, chief executive of the venture capital firm Andreessen Horowitz.
With this new approach, companies can target consumers across a wider range of platforms than they currently can.
This could include a TV channel or the internet of things like cars, homes and boats.
The strategy has the potential to revolutionise the way we reach people and deliver the information we need, said Beniof.
“It’s going to be really important for companies to be able to understand what their audience is like across all these different platforms,” he said.
Facebook is the first company to embrace this approach, releasing a blog post last week titled “How We Can Get There” that said its platform will offer “ads on demand and a mobile ad solution”.
Google’s new “Advertiser Network” for Android, for example, will give marketers the ability to target users on a variety of devices, including the Galaxy S6, S6 Edge and Google Nexus 5.
The move to more aggressive advertising and content will help the company boost ad revenue by $2.8 billion, said the company.
Amazon also introduced its own version of this ad network, the Amazon Prime ad network.
Google has also launched an advertising platform called Google Adwords, which has been rolled out to more than 5 million people across more than 100 countries.
Google has also rolled out a new “Amazon Prime” ad network for iOS and Android users, which offers ad-free video playback on mobile devices.
Amazon has also created a new Adwords channel for iOS users.
“There’s lots of things that we think are really important to the advertising ecosystem that we’ve been focusing on, and this new strategy will help us accelerate the progress of that,” Beniofe said.
“This is the start of something that will fundamentally change the way that advertisers interact with their audiences.”
The companies say the approach will also help them compete with Facebook and others who offer a more traditional model of ad sales.
But they are also looking for ways to differentiate their offerings, which they say have not yet been tried on the scale of Facebook.
“We don’t have a clear vision of what it is that we are going to do, but we think it’s very important to be strategic about it, and to think about the impact that this is going to have on our audience and the way in which our advertisers interact,” said Benitoff.
Amazon is looking to boost its advertising revenue by as much as $2 billion, according to Benioffe.
The companies said the move will help them build a more sophisticated online advertising platform that is both scalable and scalable to a broader range of audiences, as well as to offer advertisers better and more personalized targeting.
“Amazon is really the first to say, ‘Look, we’re going to build a platform for you, but not for everybody’,” said Beninoff.
“The platform will be for everybody, and not just for a small segment of the audience that is already on Facebook.”