American Express is using its cardholder base and data to launch a new digital advertising platform amid the rise of alternative payment methods.
American Express has unveiled Amex Ads, allowing brands to reach its 34 million US consumer card members with targeted ads.
The platform builds on the success of the company’s long-running Amex Offers programme, which in 2024 drove $15bn in spend globally, including $13bn in the US at merchants which accept American Express.
Amex Ads is designed to help brands connect with cardholders at the moments they are likely to engage, shop and spend. It does this using a range of digital ad formats and advanced measurement tools.
“Powered by American Express Membership and building on the success of Amex Offers, Amex Ads harnesses the power of our direct relationships with card members and brands to benefit both,” said Alexander Drummond, Executive Vice President and General Manager, Membership Portfolio Services at American Express.
“With Amex Ads, brands can reach card members with relevant content at exactly the right time, while maintaining the privacy, security and trust our card members expect.”
Earlier this year, American Express piloted the platform with brands including Marriott Bonvoy, Macy’s and TUMI. Marriott used Amex Ads to target cardholders who had booked flights but not hotels, achieving results three times higher than the brand’s benchmark.
Jacob King, Senior Vice President and Head of Amex Offers Digital Media at American Express, described the platform as a “gamechanger for advertisers”.
Is American Express feeling the pressure?
Credit and debit cards are still the main payment method in the US. However, in other parts of the world cards are losing ground.
Brazil’s payments landscape has shifted significantly since the launch of instant payments Pix and Europe is actively promoting alternative payment methods to reduce reliance on US and Chinese-based companies. BNPL products are also rising in popularity, with Klarna planning a US IPO.
While American Express presents Amex Ads as a way to improve its existing offerings, it could also be seen as an effort to diversify revenue and remind brands of the role cards play in driving purchases.
This view is reinforced by Jill Krizelman, SVP, Global Marketing & eCommerce at TUMI, who praised the campaign for allowing the brand to reach a new millennial and Gen Z audience, groups more likely to use alternative payment methods than older consumers.
