Madison Avenue ad buyers say that Apple and Amazon are missing out on ad revenue, because they are “slow, cocky and downright stingy.” This comes from a recent posting from industry publication Ad Age.
The publication notes that the conclusion of many executives is that neither company understands that advertising is a relationship-driven business. Amazon, according to those interviewed, has a sales approach that is “too pushy.” Apple is “too reticent to foster relationships.” As a result, both companies are called “slow, cocky and downright stingy.”
The real issue here however, is the reluctance of both companies to hand over the information dearest to a marketer’s heart(?) – Consumer data!
Ad Age notes:
The lack of data both companies deliver is frustrating for marketers because these notoriously opaque giants sit atop incredible troves of information about what consumers actually buy and like, as well as who they are and where they live. One person familiar with the situation exec said Apple’s refusal to share data makes it the best-looking girl at the party, forced to wear a bag over her head.
While Apple introduced iAd in 2010, and Amazon kicked its program off in 2008, neither has exactly set the world on fire with its results. Especially when compared to old hands like Google and Facebook.
Google’s 2013 ad-revenue was over $17 billion, while Number 2 Facebook grabbed a $3.2 billion piece of the ad pie. Amazon took just $614 million for the year, while Apple collected a measly $258 million.
Apple and Amazon are indicating that both companies are taking steps to improve their status on Madison Ave. Apple has partnered with Pepsi for a branded iTunes radio station, and Ad Age says recent moves by Amazon indicate they are looking for tighter partnerships.