How Can I Reach Custom Audience Segments on Amazon?
- 1. The Amazon and Retail Media Summit How Can I Reach Custom Audience Segments on Amazon?
- 2. 2 Session 1 10am PT | 1pm ET Amazon and Retail Media State of the Union: Charting the Course Session 2 10:35am PT | 1:35pm ET How Can I Reach Custom Audience Segments on Amazon? Session 3 11:10am PT | 2:10pm ET Why is Omnichannel Measurement the New Gold Standard for Brand Growth? Session 4 11:45am PT | 2:45pm ET Your Map to Navigating the Future of Amazon and Retail Media Session 5 10am PT | 1pm ET Smart Budgets, Strong Brands: The Game-Changing Guide Session 6 10:35am PT | 1:35pm ET How to use Curated Deals to Drive Programmatic Success Session 7 11:10am PT | 2:10pm ET What Are the Latest Strategies for Driving Your Bottom Line? Session 8 11:45am PT | 2:45pm ET Can Amazon be Used as a Brand Builder? DAY 1 Wednesday, February 7, 2023 DAY 2 Wednesday, February 14, 2023
- 3. Today’s Logistics Recording & slides will be in your inbox tomorrow Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! Katherine Bishop Marketing Webinars Specialist
- 4. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $4B #1 1000+
- 5. Some of Our Clients Our Recognition For commerce leaders of today and the future
- 6. Our Speaker JONATHAN COLE Commerce Media Lead & Senior Manager, Marketplaces
- 7. Agenda ● AMC Audience Philosophy ● 2023 AMC Audience Case Studies ● 2024 AMC Audience Tests + Looking Ahead 7
- 8. How frequently are you using AMC insights? ● Weekly - a consistent part of my marketing routine ● Monthly- I check in periodically for strategic adjustments ● Rarely - I explore occasionally for specific needs ● Never - I haven’t explored AMC yet POLL
- 9. 9 AMAZON CONFIDENTIAL — AMC helps brands consolidate signals to improve advertising outcomes *Notes: Capability on the roadmap Apart from accessing Amazon Ads event-level signals, you also have the option to bring in your pseudonymised information to connect dots and enrich your view over media, audience, and retail performance Pseudonymized Amazon Ads signals Aggregated and anonymous query outputs Join pseudonymized signals across sources in dedicated clean room environment Sponsored Products Sponsored Brands Sponsored Display Streaming TV Video Audio Display Amazon Ad Server Product catalogue Audience segments D2C sales CRM CDP Data lake DMP (optional) Pseudonymized Advertiser signals Custom audiences ready for activation AMC Audiences AMC Amazo n DSP Visuals and insights Use custom queries or templates Paid Features (beta)* A suite of insight expansion options powered by Amazon and third-party providers Amazon Shopping Insights Experian Vehicle Purchase Insights Foursquare Store Visit Insights
- 10. Leveraging AMC Technology to Capture Low Hanging Fruit on Amazon Amazon Full Funnel Strategy is the Pipeline, AMC Audiences are the Plumbers: Fixing the leaks AUDIENCE MATRIX PROTECT UPPER FUNNEL INVESTMENT PROTECT SEARCH INVESTMENT PUSH SHOPPERS ACROSS FINISH LINE Ad Exposure: Shoppers who interacted with upper funnel ad that haven’t been retargeted Sponsored Product Clicks & Keyword Searches: Shoppers who clicked but never bought and shoppers who searched high volume keywords through our campaigns that never viewed our PDP Frequent Product Detail Page Viewers & Cart Abandoners: Shoppers who viewed PDP 3x in 1 week but never bought and people who added to cart but never bought 10
- 11. RESULTS A brand in the baby category wanted to convert cart abandoners. Due to a diverse catalog, they wanted their campaigns broken out by different product categories to ensure causation. CHALLENGE ● Worked with the engineering team to build custom cart abandoner audiences by the ASIN ● Pair custom creatives with the appropriate AMC audience to increase conversion rate ● High efficiency was expected - decreasing NTB acquisition cost significantly was not ● High purchase intent audiences are incremental to the business SOLUTION SUMMARY Business Challenge: Driving sales for audiences that have the highest purchase intent ROAS above benchmark NTB Acquisition Cost below benchmark +172% -65% Cart Abandoners + Frequent Product Detail Page Viewers CASE STUDY
- 12. A brand in the health and household category are competing with top competitors who are allocating more investment toward search ads. The client wanted to maximize their investment by closing the loop on non-converting impressions. CHALLENGE ● Built Sponsored Clicks audience combining both Sponsored Product and Sponsored Brand campaigns ● Analyzed top converting and high volume keywords to focus AMC Audience on most relevant traffic ● Leveraged creatives calling out product features understanding these customers are researching competitive products ● Both audiences exceeded KPI goal SOLUTION SUMMARY Business Challenge: Paid clicks that don’t convert + high volume keywords that don’t generate consideration Sponsored Clicks: ROAS above KPI Keyword Searches: ROAS above KPI +106% +33% Sponsored Clicks + Keyword Searches CASE STUDY RESULTS
- 13. RESULTS A brand in the consumer electronics category invested in a full funnel product launch strategy across Streaming, OLV, and Consideration. In addition to protecting overall investment, brand wanted to understand how GenZ and Millennial customers interacted across the product category and relevant music categories. CHALLENGE ● Worked with the engineering team to build six custom AMC audiences for both GenZ and Millennials, ranging for product and music categories ● Paired custom ads used in the campaigns in order to build resonance with the end consumer ● Despite audiences being farther away from the purchase - audiences generated competitive DPVR ● NTB % was 15% higher than campaign average - ad exposure impressions are the most incremental to the business SOLUTION SUMMARY Business Challenge: How do we protect our upper funnel investment and derive demographic insights NTB - 15% above campaign average Demographic audiences created 87% 6 Upper Funnel Ad Exposure CASE STUDY
- 14. 2024 AMC Tests ● AMC Audiences - users who added a product to cart on a brand's DTC site but did not complete a purchase ● Analyze total impact of Amazon advertising across both on-Amazon and DTC site sales ● Path to conversion analysis -- how does a users path to convert differ when they convert on Amazon vs. on a brand's DTC site? ● Lookalike audience targeting represents demand generation capabilities of AMC ● Build lookalike audience on specific signals - purchases represents best test opportunity ● Compare to existing mid funnel campaigns - not lower funnel retargeting ● Superfans - Build ultra brand loyalist audience with multiple purchases within 1 year lookback ● Accelerate new product launch by driving traffic of strong brand loyalists as the product is building retail readiness - more likely to leave reviews ● Opportunity to cross sell with existing products - increase cart value Ad Tag Lookalike Audiences Product Launches 14 TESTS ENDEMIC + NON-ENDEMIC
- 15. CASE STUDY ● Expanding Thursday Night Football strategy from 1 game to 4 games this year ● Leverage AMC to build retargeting audiences by the game ● Generate insights on which game drives stronger product consideration Thursday Night Football Audio Ads ● 1 of 12 brands to pilot Interactive Audio Ad ● Expand reach with ads that consumers are listening to on Alexa-enabled devices ● New ad unit drives significant ATC - build AMC Cart Abandoner audience to protect investment Freevee/Prime Video ● 1 of 10 brands to pilot Freevee Closed Beta ● Build separate campaign to isolate Freevee and Prime Video data into AMC instance ● Analyze performance and audience insights across standard inventory, Freevee, and Prime Video Feed AMC clean data Protect ROI on brand building tactics Structure Retargeting Brand Building <> AMC Technology GOALS
- 16. Key Takeaways 1. AMC audiences are your plumbers - protect the pipeline 2. AMC Technology empowers brands to evaluate brand building tactics through a performance marketing framework 3. Brands who win Amazon in the long term build their ecosystem in the channel and leverage AMC Technology to systematically move people down the funnel
- 17. Schedule Your Consultation with an AMC Expert
- 18. Q&A JONATHAN COLE Commerce Media Lead & Senior Manager, Marketplaces
- 19. 19 2024 Amazon & Retail Media Marketing Guide Read More ➜
- 20. 20 Session 1 10am PT | 1pm ET Amazon and Retail Media State of the Union: Charting the Course Session 2 10:35am PT | 1:35pm ET How Can I Reach Custom Audience Segments on Amazon? Session 3 11:10am PT | 2:10pm ET Why is Omnichannel Measurement the New Gold Standard for Brand Growth? Session 4 11:45am PT | 2:45pm ET Your Map to Navigating the Future of Amazon and Retail Media Session 5 10am PT | 1pm ET Smart Budgets, Strong Brands: The Game-Changing Guide Session 6 10:35am PT | 1:35pm ET How to use Curated Deals to Drive Programmatic Success Session 7 11:10am PT | 2:10pm ET What Are the Latest Strategies for Driving Your Bottom Line? Session 8 11:45am PT | 2:45pm ET Can Amazon be Used as a Brand Builder? DAY 1 Wednesday, February 7, 2023 DAY 2 Wednesday, February 14, 2023