Business Insider reports that Amazon has been partnering with companies to produce ebooks as adverts for companies which do not sell their products and services on the Amazon.com.
Speaking at The Financial Times’ FT Digital Media conference in London on Tuesday, Amazon Media Group’s Seth Dallaire explained that Amazon had partnered with car companies, including Nissan and Land Rover, to use Kindle ebooks to market their vehicles.
For example, the partnership with Land Rover involved an ebook written by an established author and distributed by Amazon. According to Dallaire, the ebook proved highly successful: “We saw very high engagement from customers in terms of reading it. It was not promoted as a pure advertisement, but rather content, and the author that created that content is what brought customers in to engage with it to begin with. It was a great learning for us.”
Edit: Juli Monroe encountered the Land Rover ebook last November via an advert on her Kindle. She wrote about her experience over on Teleread.
Dallaire, speaking in his role as the vice president of global advertising sales at Amazon Media Group, went on to tell the audience that Amazon had also been working with Nissan in Japan to publish ebook brochures for its new models. That program was so effective that Amazon is considering expanding that type of format to other markets.
“Most people don’t associate Amazon with cars; we don’t sell cars on the platform. But customers trust Amazon to provide objective opinions about a product or a brand … we will work hard to show that there is some attribution to that level of investment that drives business results, even if it doesn’t happen on Amazon,” Dallaire said.
I have to say that I am not surprised. This type of marketing has been around for decades if not centuries (the free Sears-Roebuck catalog is one famous example) and marketers have long adapted the the idea to ebooks (and PDFs, for SEO reasons).
And now Amazon is getting into the game. Given that Amazon embeds ads on the Fire tablets and Kindle ereaders, this was a logical next step.
That said, I hope I never notice the ads. Amazon is welcome to publish what they like, but they would b well advised to take a leaf from Eyeo’s good conduct playbook and keep the ads subtle and not annoying.
So far, the ads have not crossed my radar. Have you seen an ebook which you believe is an advert?
image by mobilyazilar,