There is a new leader in the BrandZ rankings of the top 100 global brands, with Amazon breaking the 12-year reign of Apple and Google.
Amazon is now TV’s third-biggest spender, with total TV ad revenue reaching £5.11bn in 2018 thanks to increased investment from online businesses.
The annual study from Kantar Millward Brown reveals consumers have responded better to simple Christmas stories than blockbuster ads this year.
TV sets, not mobile devices, are the future of video but if traditional broadcasters want to survive they must stop wasting time on their own smart TV apps and combine on a single platform.
Amazon is renaming its ad business Amazon Advertising as it looks to simplify its offering and take a bigger slice of the global digital ad market.
Brands would be keen to reach Amazon’s online audience, but analysts are split over whether the company would want to recoup the costs of investing in Premier League football or just use it to pull in more Prime subscribers.
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Partnerships that embrace tech and make people’s lives easier are proving an effective way for brands to increase their value, according to this year’s BrandZ ranking.
While Google and Apple keep their positions at the top, Amazon has bumped Microsoft from third place and a number of Chinese giants are threatening the status quo in this year’s BrandZ top 100.
Deal is seen as something of a coup for broadcaster Channel 4, vindicating its decision to pay £75m to poach The Great British Bake Off from the BBC.
Amazon’s in-house creative agency, D1, beat external competition for the above-the-line campaign, Fundamentals A-Z.
New analysis from brand tech agency Great State shows why big brands on the high street are sliding into irrelevance and and why the giant online retailers are not always the bad guys.
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Amazon confirmed the ad triggered a customer’s Amazon Echo to place an order, but the ASA did not think the advert was “socially irresponsible”.
Amazon’s ad business saw revenues rise 60% last year and the company says it is becoming “more valuable” to both customers and advertisers.