1.
How to Engage
New-to-Brand
Amazon
Customers in 2023

2.
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Katherine Bishop
Marketing Coordinator

3.
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*
$3B
#1
1000+

4.
Some of
Our Clients
Our
Recognition
For Commerce Leaders of Today and the Future

5.
Our Speakers
UPENDAR GARG
Senior Product Manager -
MobiusX
JESSICA SHAPP
Specialist, Marketplaces

6.
Agenda
● Intro to New-to- Brand Customers on
Amazon
● Case Study and Impact
● In Practice: Acquiring NTB Customers on
Amazon
● Capabilities
● Key Takeaways
● Q&A
6

7.
What percentage of your spend is
going toward acquiring NTB
customers?
● 0-25%
● 25%-50%
● 50%-75%
● 75%-100%
POLL

8.
Intro to New-to-Brand
8

9.
Who is Considered
a New-to-Brand
Customer on
Amazon?
Amazon considers a New to
Brand customer, anyone who
has not purchased any
product of the brand within the
last 365 days
Takes into account both Organic and
Advertising purchases
9

10.
Why Focus on NTB?
Amazon Shoppers are Brand Agnostic
● 78% of searches on Amazon are brand agnostic (Marketplace Pulse
via Amazon)
● 52% of shoppers are more willing to buy a brand they’re not familiar
with on Amazon (Tinuiti via Amazon)
New to Brand Focus Crucial in 2023
As Amazon holds the majority of ecommerce market share (38% via
Statista), it continues to become more competitive and more necessary to
remain visible within non-branded searches.
● Percentage of spend attributed to Sponsored Products is decreasing
○ 77% in Q3 2022 (-8% YoY)
○ Brands investing more within ad types, providing NTB reporting
● Amazon Advertising reaches 98% of all US adults ages 25-54 each
month
10

11.
Ad Types
Providing NTB
Reporting
● Sponsored Products
In AMC only
● Sponsored Brands
● Sponsored Display
● Amazon DSP
11

12.
NTB Case Study and
MobiusX
12

13.
Case Study on NTB and Impact
Case Study
● Conducted a case study for our 5 clients (big to small) for a period of
10 days without NTB and 10 days with NTB bid adjustments for 8
different campaigns.
Impact:
● 6% Increase in NTB sales for campaigns with NTB adjustments
compare to campaigns without NTB adjustments
● 5% increase in NTB orders for campaigns with NTB adjustments
compare to campaigns without NTB adjustments
13

14.
NTB Bid Adjustments in MobiusX
● This is an API first feature, meaning Amazon ads console doesn’t
have the capability to adjust NTB bids.
● Tinuiti is one of the first early adopters of this feature to bring this
capability to adjust NTB bids in MobiusX UI.
● We have created a very user-friendly interface to make NTB bid
adjustments with few clicks
○ While creating the copy of an old existing campaign
○ Inline edits for existing compatible campaigns
● Users have ability to increase NTB bids up to 900%
14

15.
In Practice: Acquiring NTB
Customers on Amazon
15

16.
Fueling the Funnel
DSP
In-Market &
Lifestyle
DSP
Retargeting
Ad Console
Sponsored Display &
Sponsored Products
Exploratory
Awareness
Consideration
Purchase Intent
Purchase Experience
Purchase
16
Pairing Amazon DSP & Search Advertising to win New to Brand customers
Ad Console
Sponsored Brands

17.
DSP NTB Capability
Amazon Demand-Side Platform
● Target Lifestyle, In-Market, and Retargeting segments both on and off
Amazon
● Option for Responsive eCommerce creative, custom image & copy,
and video
○ Allows us to customize messaging for shoppers unfamiliar
with our brands/products
● Increased optimization levers on DSP allow us to negate out
purchasers of the brand within any set date range
DSP Targeting
More sophisticated than Sponsored Display, DSP gives us more upper-funnel
capabilities through Lifestyle and In-Market targeting - allowing us to reach
user demographics and customers actively shopping in particular categories
and verticals but have yet to purchase
17

18.
Sponsored Display NTB Capability
Amazon Sponsored Display
● Target Categories, Audiences, ASINs both on and off Amazon
● Option for custom image & copy, and now video
○ Allows us to customize messaging for shoppers unfamiliar
with our brands/products
○ +37% increased purchase rate onsite
○ +30% DPVR offsite
Sponsored Display Targeting
Similar to DSP, utilizing Contextual and Audience Targeting through
Sponsored Display can help to fuel NTB interest to then pair with Sponsored
Brands and Sponsored Products as the shopper moves through the
purchase journey
18

19.
Sponsored Brands NTB Capability
Amazon Sponsored Brands
● Opportunity for custom image & copy OR video
● Opportunity to showcase up to 3 ASINs at the top of search
placement, taking up 50% of the screen in Mobile
● Brand Building opportunity
○ Tell brand story
○ Direct to Brand Store
Utilizing your Brand Store with Captivating Creative
Amazon Stores allow us to tell a brand story with 100% SOV uninterrupted by
competitors utilizing images, videos, and copy while showcasing the entire
catalog in an organized way through subpages and tabs.
● Amazon reported a 35% increase in attributed sales within shoppers
visiting the Brand Store when updated regularly
19

20.
Amazon Search Capabilities
● Awareness tactic
● Targeting shoppers with little
to no brand preference
● NTB Bid Multipliers utilizing
Mobius/API connection
● Consideration tactic
● Opportunity to conquest
competitor traffic by winning
top-of-search placements on
Branded search terms
● NTB Multipliers helpful to win
competitor SOV
● Consideration Tactic
● Visibility on competitor PDPs
when shopper is most likely to
convert
● Amazon constantly testing
new Sponsored Brand
placements on the PDP
Category Keyword Competitor Branded Competitor ASIN
20
Sponsored Brands

21.
Key Takeaways
1. Begin focusing on funneling spend towards
Amazon’s Ad Types with NTB metrics in 2023
2. Regularly updating creatives is proven to
increase sales volume
3. Utilize NTB multipliers to drive traffic toward
incremental sales

22.
Schedule Your
Consultation
with an Amazon
Expert

23.
Q&A
UPENDAR GARG
Senior Product Manager -
MobiusX
JESSICA SHAPP
Specialist, Marketplaces

24.
24
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25.
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