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Amazon Strategies January 2019 | iCrossing

Presented by Enrico Mirabelli

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Amazon Strategies January 2019 | iCrossing

  1. 1. Intro To Amazon Advertising Enrico Mirabelli
  2. 2. There’s a lot to do before you start advertising.. 2 Owned Media Tiles A+ Content Brand Store PAID MEDIA Banners Search OOH OTT/Video EARNED MEDIA Reviews Better Organic Badges “Choice” MERCHANDISING Product Selection Pricing/promo strategy Product Optimization Start Here
  3. 3. Drop preconceived notions of Sponsored Ads (AMS) vs Amazon DSP (AAP) 3 Sponsored Ads Amazon DSP • Video Capabilities • On-site + off-site • High Impression low CTR • Retargeting
  4. 4. Start with a goal, and take a look at everything Amazon can offer to achieve that 4 DSP plays in a larger part of the funnel with different targeting and ad types Sponsored Ads more effectively captures hand raisers
  5. 5. Pull these four levers to shift DSP activity to your goals 5 Placement Audience Assets Messaging -On-site or Off-site -Site location -Demo/Lifestyle -Look-a-like -In-Market -Retargeting -Video -Banners -DEA -Portfolio vs spearfishing -Offer -Positioning -Buy Now
  6. 6. 6 Getting more sophisticated with measurement -Offline Sales (DSP) -Omnichannel, true ROI, CPG -Brand lift studies (DSP) -Anyone, minimums are coming down -New To Brand -Can be a powerful gauge to incrementality -% Of Media Attributed Sales -Profitability, velocity