The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark’s director of marketing operations, Mike Dattilo, shares how he’s successfully targeting SMB users to expand their audience, brand awareness and increase conversions through performance video.

1. Lexmark Pilot of Amazon
Video-in-Search
© 2021 Lexmark International, Inc. All rights reserved. 1
• Mike Dattilo

2. Lexmark Company Overview
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Lexmark helps customers minimize costs and IT burden
by providing a secure, reliable and productive print and imaging environment.
• Improve ROI on hardware investment
• Provide long-term reliability
• Protect devices with consistent,
comprehensive security features across the
portfolio
• Create “always on” print environment with
MPS single global system and IoT devices
• Offload infrastructure with Cloud Services
• Enhance overall security posture
• Integrate into existing core systems
• Streamline industry-specific business
processes
• Empower users
Enable
Extend Simplify
investment management productivity
© 2021 Lexmark International, Inc. All rights reserved.

3. Display Advertising
 KPIs
 2020 – 1.04x ROAS
 Strategy & Tactics
 Awareness Audiences (Awareness)
 Audiences that are not actively shopping our aisle but have
expressed some interest in Printers
 In-Market Audiences (Consideration)
 Users who were actively shopping in the Printer and
Small Business Aisle
 Drive Conversion (Retargeting)
 Re-marketing our products to users who viewed our
products but did not make a purchase
Sponsored Product / Sponsored Brand
 KPIs
 2020 – 5.3x ROAS
 2021 – 8.55x ROAS
 Strategy & Tactics
 Competitor Targeting campaigns were a success
 Showing our ads on the listings of our top competitors
 Manual Campaigns targeting "office printer" keywords and
other SMB keywords related to printers
 Segmented our campaign ad groups by model number for
deeper/model specific-keyword targeting
 Targeted both branded and non-branded keywords
 Example of Branded = "Lexmark Printers"
 Example of non-branded = "office laser printer"
Amazon Advertising Prior to Video-in-Search Pilot
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© 2021 Lexmark International, Inc. All rights reserved.

4.  Audience
 Targeting SMB users
 Customers searching for laser printers, color printers, and all-in-one solutions
 Customers who are also searching for Lexmark printers. Used this targeting as a defensive
strategy.
 Opportunity / Expected Outcome
 Less competition for Amazon Video-in-Search Placements
 To increase brand awareness of Lexmark Printers
 Reach a new audience searching in the Printer aisle
 Educate customers on product benefits and features
Amazon Video-in-Search Pilot Opportunity
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© 2021 Lexmark International, Inc. All rights reserved.

5. Amazon Video-in-Search Overview
 Stand out in desktop and mobile shopping results and help customers discover your brand.
The ad links customers directly to the product detail page
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© 2021 Lexmark International, Inc. All rights reserved.

6. Initial Lexmark Ad Examples
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© 2021 Lexmark International, Inc. All rights reserved.
Video Content
 Initially we simply cut down the standard product demonstration videos to meet requirements

7. Q4 2020
 ROAS = $7.68
 CTR % = 1.33%
 Average CTR is 0.22% for non-video campaigns
 CPC = $0.65
 Average CPC is $1.55 for non-video campaigns
Q1 2021
 Spend increased 3X vs Q4
 ROAS = $6.52
 CTR % = 1.44%
 Average CTR is 0.15% for non-video
campaigns
 CPC = $0.89
 Average CPC is $1.18 for non-video
campaigns
Pilot Results
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© 2021 Lexmark International, Inc. All rights reserved.

8.  This video placement pilot was certainly worth our effort and expenses, returning
over twice the required profitability
 As we scale our ad spend, the ROAS is decreasing, as expected, and we will need
to find the right level for max profitability
 We will start to optimize the content of the videos for best conversion
Conclusions / Next Steps
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© 2021 Lexmark International, Inc. All rights reserved.

9. Q & A
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© 2021 Lexmark International, Inc. All rights reserved.