Printing advertising messages and offers on the packaging box to promote the brand is one common way of advertising. Many brands have been using this type of advertising for a very long time. When Amazon Ads launched its On Box Advertising in India, this got more attention from brands due to its impact and capabilities.
In this post, I will walk you through the “On Box Advertising” and the impact of Amazon’s On Box Advertising in India.
What is On Box Advertising?
Companies print advertisements such as exciting offers and advertisements about the new products on the exterior of the packaging box, which is called “on-box advertising.”It’s a form of out-of-home advertising.
Through on-the-box advertising, companies deliver their advertisements to people who are already interested in their products or services. Using the available customer information, they can tailor their advertising messages based on their customer interest, demo targeting, etc.
Amazon, Whiskas, Asian Paints, Pepsi, BMW, and MRF are a few businesses that use on box advertising.
Amazon’s On Box Advertising in India
Amazon introduced its on box advertising solution in various countries in 2015. It is available in the US, Canada, the UK, France, Japan, Germany, and Australia.
In India, Amazon Ads launched its on-box advertising in 2023. Under this program, businesses can partner with Amazon India to promote their brands by placing their advertisements on the delivery boxes.
The Asian Paints and Canara HSBC Life Insurance companies recently used box advertising to promote their latest products and offers. Asian Paints used this medium of advertising to promote their Ultima Protek paint. Canara HSBC used to promote their latest savings and cum insurance plan.
Companies that want to use Amazon’s on box advertising need to contact Amazon Ads. Once the contract is finalized, advertising messages are designed to fit in the box. Finally, advertisements will be printed on the box based on the contract.
In traditional on box advertising, companies print their own messages on delivery boxes. So, they can only reach their customers. But Amazon is a common retail company where people buy different products. So, Amazon delivers a huge number of boxes to major cities in India. Also, Amazon has data about the user, such as address, ordered product, etc. So, businesses can tailor their messages based on the user’s location and interest.
For example, Asian Paint can deliver their advertisement in regional languages based on the user’s address.
Impact of Amazon On Box Advertising
On box advertising could not be more impactful when one company decided to do it. Because they can only advertise to their existing customers, their reach is very limited. But Amazon is India’s top retail company, where millions of people order products online. Approximately, Amazon India delivers around 100 million packages per year, and it increases every year.
So, huge on box advertising inventory is available when you choose Amazon. Currently, only a few businesses use Amazon’s on box advertising. But it has more potential than we think. Because Amazon knows the exact location of the users and what they ordered, Based on the available details, businesses can deliver their advertisements to the right audiences.
On box advertising is more suitable for brand awareness. Innovative box designs create a bigger impact than advertising.
By placing QR codes on the advertisements, it’s possible to drive interested people online. So, brands can measure the success of their on box advertising campaigns.
