LISTEN: Amazon Courts Creators to Build Businesses and Scale the Attention Economy for Brands
On today’s episode of Variety‘s “Strictly Business” podcast, Matt Sandler and Angie More of Amazon explain how the digital behemoth is diving in to the creator economy to build business and bring scale in ad buying to big brands. Sandler, who is Amazon’s general manager of creato
Amazon's move into the creator economy is a significant development that matters for the culture, style, and media industries. By courting creators to build businesses and scale the attention economy for brands, Amazon is positioning itself as a major player in the digital advertising space. This is a savvy move, given the growing importance of influencer marketing and the creator economy, which has been fueled by platforms like YouTube, TikTok, and Instagram.
The fact that Amazon is bringing its ad buying scale to the table means that big brands will have a new, powerful partner to help them reach their target audiences. This could potentially disrupt the traditional advertising agency model and give Amazon a major advantage in the digital ad space. It's also worth noting that Amazon's vast e-commerce platform and customer data will give it a unique edge in terms of targeting and measuring ad effectiveness.
What's next to watch is how creators respond to Amazon's overtures and whether the company can successfully build a robust creator ecosystem. Will Amazon be able to attract top talent and provide them with the tools and resources they need to succeed? And how will this impact the broader digital advertising landscape? As the creator economy continues to evolve, it's clear that Amazon is betting big on its potential - and Venice will be keeping a close eye on this development.
Originally reported by variety.com. VeniceNews adds analysis for culture, style & media readers.