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Drive New Customers and Incremental Gains with Amazon DSP

In this recorded webinar, Hanapin’s Cassie Oumedian and MightyHive’s Nicholas Seo will show you how you can utilize Amazon DSP to the utmost potential, and the pros and cons to the platform so you can jump into the platform already an expert.

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Drive New Customers and Incremental Gains with Amazon DSP

  1. 1. Drive New Customers and Incremental Gains with Amazon DSP With Cassie Oumedian and Nicholas Seo
  2. 2. PRESENTERS Nicholas Seo ● Platforms Lead, Innovation at MightyHive ● @MightyHive Cassie Oumedian ● Associate Director of Services at Hanapin Marketing ● @Cass_oumedian
  3. 3. Hanapin also produces PPC Hero and Hero Conf The digital marketing experts who create unique solutions to empower you to be the hero at your business. ABOUT HANAPIN
  4. 4. ABOUT MIGHTYHIVE EMPOWERING MARKETERS TO UNLOCK SUCCESS AND GROW AD INVESTMENTS IN AMAZON MightyHive is a new breed of media consultancy for forward-thinking brands & agencies. Recognized as a global leader in advanced marketing and advertising technologies, we offer a unique combination of consulting and services in the areas of media buying, ad operations, and data & analytics strategy designed to empower your organization to quickly gain expertise and improve results. Visit us at mightyhive.com or reach out directly to nich@mightyhive.com with any questions.
  5. 5. Include the hashtag #thinkppc in your Twitter tweets, or use the webinar question box to send us questions. JOIN THE CONVERSATION
  6. 6. How long have you been in digital marketing? A. 0-3 years B. 3-5 years C.5-10 years D.10+ years
  7. 7. AGENDA ● How We Got Here ● Amazon DSP Today ● Real Life Results
  8. 8. How We Got Here
  9. 9. AMAZON’S EVOLUTION 2019 LOI to acquire Sizmek 2018 ‘Amazon Advertising’ rebrand 2014 Amazon Advertising Platform launch 2012 Amazon Media Group & Amazon Marketing Services launch 2003 AWS launch BUSINESS MILESTONES ADVERTISING MILESTONES Jul 1994 Amazon founded Jul 1998 IMDb acquisition 1999 3rd party seller marketplace launch 2003 A9 launch to develop search and advertising technology 2005 Amazon Prime launch 2007 Kindle release 2009 Zappos acquisition 2008 Audible acquisition 2014 Twitch acquisition 2018 Amazon tops one trillion dollar valuation 2015 Prime Video global launch 2015 Echo release
  10. 10. 8 Apr 2019 30 Mar 2017 15 May 2019 28 Mar 2019 2 Jul 2018 A FORCE TO BE RECKONED WITH Twenty-five years since its launch, Amazon now sits at the center of a tectonic shift in how the world shops. Today, Amazon DSP represents a new frontier in programmatic advertising. Never before have we been able to tap the magnitude and depth of shopper audience data.
  11. 11. Amazon DSP Today
  12. 12. Amazon DSP provides a technology platform for planning campaigns, designing creatives, organizing audience data, finding and buying inventory, and measuring and optimizing campaigns. What is Amazon DSP?
  13. 13. THE AMAZON DIFFERENCE What does Amazon bring to the table? Proprietary Amazon first- party data Comprehensive & unique inventory Dynamic ads fueled by machine learning Actionable insights & unified measurement
  14. 14. THE AMAZON DIFFERENCE What does Amazon bring to the table? Proprietary Amazon first- party data Comprehensive & unique inventory Dynamic ads fueled by machine learning Actionable insights & unified measurement
  15. 15. AMAZON’S 1st-PARTY DATA UNIVERSE Stream movies & TV shows on IMDb Freedive, Prime Video, and Fire TV Read books on Kindle Research products on Amazon Register vehicle on Amazon Garage Jam to the latest hits on Prime Music Purchase products on Amazon
  16. 16. LIFESTYLE Audiences based on recent browsing and shopping behavior across related products/product categories in aggregate on Amazon Recency: 365 days IN-MARKET Audiences based on browsing and shopping behavior for specific products and product categories on Amazon Recency: 30 days ASIN-BASED Custom audiences based on shopping interactions for specific Amazon products (ASINs) Recency: 1-180 days Shopping interactions: product detail page views, product purchases, product searches, and similar product views * ASIN = Amazon Standard ID Number; product SKU AUDIENCES THROUGH THE AMAZON LENS
  17. 17. ONE “RANDOM” AMAZON CUSTOMER Luggage Packing Cubes By OEE Noise-cancelling, Wireless Bluetooth Headphones by Bose Heavy Duty Shipping Packaging Tape by Scotch Brands Travel Outlet Adapter by SincereFly Electric Dreams Amazon Prime Video The Culture Map by Erin Meyer Hard-Boiled Wonderland and the End of the World by Haruki Murakami
  18. 18. IN-MARKET AUDIENCES • Travelers & Explorers Books • Science Fiction Movies & TV • Headphones LIFESTYLE AUDIENCES • Recent Movers • Gadget Enthusiasts • Upcoming Leisure Travelers EXAMPLE USE CASES • Travel, e.g. airlines • Financial services, e.g. insurance • Entertainment, e.g. film studios AUDIENCE CLASSIFICATIONS
  19. 19. ASIN-BASED AUDIENCES • Murakami Novels - Purchase • Bose Headphones - Product Views, Purchases • Bago Travel Cubes - Product Purchases EXAMPLE USE CASES • Penguin Random House: upcoming Murakami novel • Bose: basket building w/ additional Bose products • Beats by Dre: competitive conquesting • SwissGear: complementary product for its luggage CUSTOM AUDIENCES
  20. 20. THE AMAZON DIFFERENCE What does Amazon bring to the table? Proprietary Amazon first- party data Comprehensive & unique inventory Dynamic ads fueled by machine learning Actionable insights & unified measurement
  21. 21. AMAZON DSP INVENTORY OWNED & OPERATED (O&O) Access to Amazon O&O properties: Amazon.com and IMDb ● Ad type: Display, Video ● Device: Desktop, Mobile/Tablet, Connected TV ● Environment: Web, App Access to Comscore’s top 250 publishers through Amazon’s header bidding integration ● Ad type: Display, Video ● Device: Desktop, Mobile/Tablet ● Environment: Web, App AMAZON PUBLISHER SERVICES (APS) TOP 250 Access to a comprehensive set of publisher inventory through leading exchange partners ● Ad type: Display, Video ● Device: Desktop, Mobile/Tablet ● Environment: Web, App OPEN EXCHANGE
  22. 22. THE CUSTOMER’S DIGITAL PATHWAY Lifestyle Segment Tech Enthusiast
  23. 23. EXCLUSIVELY AMAZON OWNED & OPERATED (O&O)
  24. 24. ALIGNED WITH PREMIUM PUBLISHERS AMAZON PUBLISHER SERVICES (APS)
  25. 25. BROAD REACH THROUGH LEADING EXCHANGES OPEN EXCHANGE
  26. 26. REACH AND DEPTH COMBINED ALL SUPPLY SOURCES
  27. 27. THE AMAZON DIFFERENCE What does Amazon bring to the table? Proprietary Amazon first- party data Comprehensive & unique inventory Dynamic ads fueled by machine learning Actionable insights & unified measurement
  28. 28. ENHANCED CREATIVE SOLUTIONS What are Dynamic eCommerce Ads (DEA)? Amazon-exclusive display units that combine Amazon retail elements (e.g. star ratings) with machine learning to yield high performance. CREATIVE VARIATIONS DYNAMIC CREATIVE OPTIMIZATION PERFORMANCE Automatically generate all available combinations of layouts, ASIN features, and calls-to-action Apply machine learning algorithms to optimize ads served in real-time Brand logo & copy Customer review Brand logo, copy & customer review Add to Cart CTA Purchase CTA ✓ Achieve campaign KPIs based on designated performance goals Click-through Rate Detail Page View Rate Purchase Rate
  29. 29. THE AMAZON DIFFERENCE What does Amazon bring to the table? Proprietary Amazon first- party data Comprehensive & unique inventory Dynamic ads fueled by machine learning Actionable insights & unified measurement
  30. 30. GENERATE PRE-CAMPAIGN INSIGHTS ACTIVATE & TARGET Select audiences with high composition of similarity to incorporate into overall media plan and strategy CUSTOMIZE & ALIGN Tailor content and messaging to tie creative strategy to the media plan ANALYZE & COMPARE Discover Amazon In-Market, Lifestyle and Demographic segments that exhibit similar shopping patterns as your 1st-party audience AUDIENCE OVERLAP REPORTS Understand audiences on a deeper level by integrating your 1st-party data with Amazon to identify valuable audiences to drive relevance and performance from the onset
  31. 31. WHO IS THE HANAPIN CUSTOMER? AUDIENCE OVERLAP REPORT Overlapping Audience Size Impression Forecast Affinity IM - Skills Books 2 80m – 85m 34.18 IM - Marketing & Sales Books 3 95m – 100m 27.16 LS - Seller Central Lookalikes 5 200m – 250m 12.83 LS - Harry Potter Fans 4 150m – 200m 5.85 LS - Outdoor Enthusiasts 6 450m – 500m 5.43
  32. 32. ALL THE METRICS YOU NEED...IN ONE PLACE Spend Impressions Clicks Video Engagement Conversion Activity Understand how users interact with your brand across devices, off and on Amazon INDUSTRY STANDARD METRICS AMAZON ECOMMERCE GOALS Product Detail Page Views Product Review Page Views Adds to Cart, Adds to List Branded Searches Purchases, ROAS Subscribe & Save Subscriptions
  33. 33. TOUCHPOINTS TO ATTRIBUTION 141 2 3 4 5 6 7 8 9 10 11 12 13 Impr Impr Page Visit Click Email Signup Search for brand on Amazon Visit Amazon PDP & read reviews Compare shipping options Order on Amazon Prime ClickImpr ATC AD EVENTS USER ACTIVITY
  34. 34. INCOMPLETE ATTRIBUTION 141 2 3 4 5 6 7 8 9 10 11 12 13 Impr Impr Page Visit Click Email Signup Search for brand on Amazon Visit Amazon PDP & read reviews Compare shipping options No attributed purchase ClickImpr ATC AD EVENTS USER ACTIVITY
  35. 35. Real Life Results
  36. 36. Targeting Tactics: - Competitor - Retargeting - Demographic Specific Prospecting Industry: Ecommerce - Automotive| EV Home battery chargers Challenge: High Price Point, Difficulty Scaling Efficiently Goal: Net New Customers, ROAS & Brand Awareness Targeting: All Supply Sources - Amazon O&O, APS, Open Exchange Creative: Standard Static Ads Strategy: Link-In + Link Out Campaigns Case Study Overview | Amazon DSP
  37. 37. Targeting Tactics: - Competitor - Retargeting - Demographic Specific Prospecting STRATEGY | The Funnel
  38. 38. 2.1X ROAS Overall 7X ROAS Remarketing 2.7X ROAS Competitor Campaigns THE RESULTS
  39. 39. Case Study | Link-in + Link-Out = CPA Success
  40. 40. Targeting Tactics: - Competitor - Retargeting - Demographic Specific Prospecting Industry: Ecommerce - Health Supplements Challenge: Health Retargeting Restrictions, Limited Display Options Goal: Net New Customers, CPA & Brand Awareness Targeting: All Supply Sources - Amazon O&O, APS, Open Exchange Creative: Standard Static Ads Strategy: Link-In + Link Out Campaigns Case Study Overview | Amazon DSP
  41. 41. R.A.D. Reach = Prospecting/ Lookalike Attract = Demographic, In-Market Decide = Retargeting THE STRATEGY
  42. 42. 688 Net New Customers -57% CPA Link-In Campaigns -53% CPA Link-Out Campaigns THE RESULTS
  43. 43. Case Study TakeAways ● Full Funnel Strategy (R.A.D) ● Link-in + Link-out = Success ● Avoid Last Click Attribution ● Competitor ASIN Targeting ● Profit from Amazon Brand Equity
  44. 44. For our webinar attendees today: A. A free 20-minute consultation with MightyHive to assess if Amazon DSP is right for you. B. A 50% discount on start-up fees associated with a MightyHive service contract. C. I’d like to receive emails keeping me updated on Hero Conf London D. All of the above. E. No, thanks.
  45. 45. Questions?
  46. 46. Thanks for joining our webinar! Hanapin: marketing@hanapinmarketing.com MightyHive: marketing@mightyhive.com

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