Beware Google, Facebook! Amazon sets sights on the $88 bn online ad market

Verizon doesn’t sell its mobile phones or wireless plans over Amazon. Nor does it offer Fios, its high-speed internet service. But Verizon does advertise on Amazon.

On Black Friday last year, when millions of online shoppers took to Amazon in search of deals, a Verizon ad for a Google Pixel 2 phone — buy one and get a second one half off — could be seen blazing across Amazon’s home page. And on July 16, what Amazon calls Prime Day, an event with special deals for its Prime customers, Verizon again ran a variety of ads and special offers for Amazon shoppers, like a mix-and-match unlimited service plan.

Amazon, which has already reshaped and dominated the online retail landscape, is quickly gathering momentum in a new, highly profitable arena: online advertising, where it is rapidly emerging as a major competitor to Google and Facebook.

The push by the giant online retailer means consumers — even Prime customers, who pay $119 a year for access to free shipping as well as streaming music, video and discounts — are likely to be confronted by ads in places where they didn’t exist before.

Modi govt's ad spend could feed 46 million children mid-day meal for a year

Midday meals for 45.7 million children for a year. One day’s wages for 200 million workers under the Mahatma Gandhi National Rural Employment Guarantee Scheme (MNREGS). About 6 million new latrines. And at least 10 more Mars missions.

These were some of the things that could have been financed with the money that the current National Democratic Alliance (NDA) government spent on publicity in the four years it has governed India.

The Bharatiya Janata Party-led government spent $753.99 million on advertising its flagship schemes in the 52 months between April 2014 and July 2018, according to the information made available to the Rajya Sabha (Parliament’s upper house) by Rajyavardhan Rathore, minister of state (Independent Charge) for information and broadcasting.

This amount is double the sum spent by the government’s predecessor in 37 months: The Congress-led United Progressive Alliance (UPA) government spent $377.32 million between March 2011 and March 2014, according to this 2014 response to a Right To Information (RTI) query filed by activist Anil Galgali.