Hibu has announced that it will add Amazon ads to its SMB-focused digital marketing bundle. The partnership specifically involves Amazon’s Sponsored Display ads, which are targeted to high-intent and contextually-relevant Amazon shoppers. The move brings this option to Hibu’s clients for the first time.
That last part is key, as Sponsored Display ads have long been exclusive to businesses that sell on Amazon. They’re now unlocked for a wider swath of businesses beyond eTailers. We’re talking home services to hospitality SMBs that are contextually relevant to Amazon products (think: home goods).
In that light, Hibu’s move to deliver this format to its SMB clients furthers its mission to be a one-stop holistic marketing suite. Put another way, this adds dimension to its bundle of digital marketing options, thus elevating the value it can offer to SMBs… and its ability to attract and retain them.
“Our platform continues to address the challenges that local businesses have in independently implementing and managing numerous marketing services and ad channels,” Hibu CEO Kevin Jasper told Localogy Insider, “by providing a technology-led digital marketing solution that integrates all core digital marketing services together delivering superior and highly measurable results.”
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Commercial Intentions
Going deeper into the dynamics of Amazon Sponsored Ads, they utilize Amazon’s rich and high-scale audience insights gathered from shopping and streaming data. Add in a dash of machine learning and it’s become an effective and high-performing channel that continues to drive Amazon’s ad business.
In fact, Amazon continues to ratchet up its market share in the broader ad world, challenging the Google/Meta duopoly. Beyond the above differentiators, Amazon’s potency as an ad channel stems from a key term used above: intent. Commercial intentions run high among Amazon shoppers and searchers.
All these attributes are a strong match for Hibu. Not only is the company adding dimension to its digital marketing bundle, but it shares many of the same evolutionary traits. Hibu’s own platform utilizes a healthy dose of machine learning and performance optimization to drive 70,000 SMBs’ business growth.
“Incorporating Amazon Ads’ Sponsored Display into Hibu’s digital marketing solutions will help drive even better business impact and outcomes,” Hibu VP of Product Strategy and Development, Nick Hopkins, told Localogy, “and will progress our goal to be a one-stop provider for local advertisers’ digital marketing.”
Bearing Fruit
It is worth noting that all the above joins Hibu’s strengths in digital presence services (websites, listings, reviews, and reputation management), performance marketing (mobile, social, SEO, SEM, and display), and customer relationship management tools (marketing automation, email, and text messaging).
Integrating Amazon Sponsored Ads into this mix will not only be additive in all the ways examined above, but it could also create a “whole is greater than the sum of its parts” dynamic for Hibu. These and other benefits will be realized over time but are already starting to bear fruit in Hibu’s early testing.
“Our trials demonstrated the addition of Amazon Ads Sponsored Display to a robust Hibu Digital Marketing Solution drove incremental leads and reduced overall cost per lead for our clients,” said Jasper “making this a terrific addition to our service offering.”
