Kantar Media Introduces Competitive Intelligence Tool for Optimizing Paid Search Advertising on Amazon.com
First-of-its-kind solution will enable advertisers to monitor their Sponsored Ads campaign performance vs. competitors at the keyword level
New York, NY, March 7, 2018: Kantar Media, a global leader in media intelligence, today announced the launch of a first-of-its-kind competitive intelligence tool for monitoring and optimizing paid search performance on e-commerce sites.
The new tool, eCommerce Search Ad Insight, will initially be available for monitoring Sponsored Ads on Amazon.com in the U.S. It allows advertisers to view both their competitors’ and their own campaign performance at the keyword level—a capability that was previously not available—thus enabling advertisers to identify their strengths and weaknesses in order to optimize their campaigns for the first time.
In addition, advertisers will be able to identify new keyword opportunities for driving traffic and sales based on both gaps in their campaigns and keyword search volume—a metric unique to eCommerce Search Ad Insight, which shows advertisers the products shoppers are most often searching for.
“Amazon.com is increasingly being recognized as a vital search advertising medium for retailers to reach in-market shoppers. To optimize their Amazon campaigns and maximize results, our clients need the same level of insights on advertising activity on Amazon as they currently get for other advertising platforms from Kantar Media,” says Manish Bhatia, North American CEO, Kantar Media. “eCommerce Search Ad Insight will fill in the blanks for search advertisers and provide them with competitive insights to understand what their competitors are doing, how their campaigns are performing in comparison, and where they will need to make changes to improve performance.”
eCommerce Search Ad Insight is currently being provided to select clients, including GroupM, and will be widely available to the marketplace starting this spring.
“As an important aspect of the consumer journey, Amazon data insights are paramount for success,” commented Chris Humber, Sr. Partner and Head of Practice, Search at GroupM. “As marketers we need to understand who is advertising against our client’s brand terms and who maintains the highest share of voice for both paid and organic results to inform strategy and drive greater campaign performance.”
eCommerce Search Ad Insight was developed by Kantar Media’s AdGooroo team, which has been a global leader in monitoring paid search performance on traditional search engines since 2004.
“We are bringing deep search intelligence expertise to eCommerce Search Ad Insight, in terms of both our technology and approach, which we have developed over 14 years as a global leader in search marketing intelligence for advertisers competing on Google and the other search engines,” noted Bhatia. “In addition, only Kantar Media can provide advertisers with insights on the full spectrum of advertising, from search to display, television to radio, and print to outdoor.”
For more information on the eCommerce Search Ad Insight product, please visit our US site.
About Kantar Media
Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value. To find out more, please visit us at www.KantarMedia.com.