Diversifying your media mix leads to higher conversions – but what is the best way to do it? Tune in to this session to hear from Tinuiti’s marketplace expert on how you can go beyond harvesting existing demand by diversifying your media mix. We’ll dive into the opportunities of Online Video (OLV), Streaming TV, incrementality, and how they all interface with AMC.

1. Retail Success
Through Every Part
of the Funnel
THE COMMERCE SUMMIT

2. Session 1
10am PT | 1pm ET
Bottom of Funnel Conversion: What Your
Brand Can Do if Sales Are Down in Q1
Session 2
10:35am PT |
1:35pm ET
Finding The New Top of Funnel: Riding The
Third Wave
Session 3
11:10am PT |
2:10pm ET
Finding The New Top of Funnel: In-Store
Physical Retail Media
Session 4
11:45am PT |
2:45pm ET
Driving Middle Funnel with
Consideration: How to take Advantage of
the Newest in Shoppable and Display
Session 5
10am PT | 1pm ET
Bottom of Funnel Conversion: Search and
Display Strategies to Jump-Start 2023
Sales
Session 6
10:35am PT |
1:35pm ET
AMC and the Amazon Sphere: What You
Did in 2020 Won’t Work in 2023
Session 7
11:10am PT |
2:10pm ET
How to Master Omnichannel Display and
Video for Amazon
Session 8
11:45am PT |
2:45pm ET
An Amazon Seller’s Guide to Operational
Success: Driving Traffic from External
Sources
DAY 1: RETAIL
Wednesday, February 15, 2023
DAY 2: AMAZON
Wednesday, February 22, 2023

3. How to Master
Omnichannel
Display/Video
for Amazon

4. Today’s Logistics
Recording & slides will be in your inbox
tomorrow
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our teams after!
Katherine Bishop
Marketing Coordinator

5. 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+

6. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

7. Our Speaker
Jonathan Cole
Strategist, Marketplaces

8. Agenda
● OLV
● Streaming
● How It All Works Together
● Key Takeaways
8

9. What is your familiarity with OLV?
● Never heard of it
● Heard of it but haven’t used it
● I use it
POLL

10. Amazon Marketplace
AMAZON ALGORITHM
How do we generate sessions and
glance views to rise our organic rank
to make ourselves competitive in the
Amazon marketplace?
PATHWAY ISN’T LINEAR
Amazon is not the only website or
app people visit, how do we stay on
top of mind when consumers leave
Amazon?
INCREMENTALITY
Sponsored Products and Retargeting
only capture demand, they don’t
generate it. How do we generate
relevant demand for ourselves to fuel
these low funnel tactics?
10
Video
Business Questions

11. What is OLV?
11

12. Screenshot
OLV (Online Video)
● Online video ads appear both in-stream
(before, during, and after video content)
and out-stream (in non-video
environments between text and images)
across desktop, mobile, and tablet
● Clickable video ads off Amazon
combined with relevant Amazon 1P
audiences - drive incremental glance
views that can’t be captured by
sponsored products or sponsored brand
videos
● Evaluate the cPDPV not the CPM -
driving qualified traffic to the PDP
through OLV results in cheaper glance
views than standard display

13. Crawl - Walk - Run with Video
OLV Efficiency Package - Released Q4’2023
The OLV efficiency package is guaranteed quality vs. the open marketplace
Expectation of higher win rates in OLV efficiency package vs. open marketplace - private auction deals via APS get priority
in the auction
● Estimated Floor CPM $6.25 // Max Bid Recommended CPM $12
Destination Opportunities - Storefront, Amazon Landing Page, Product Detail Page, .com page
● Recommend driving traffic to PDP leveraging relevant In-Market audiences to test
KPIs
● Cost Per DPV - Compare this to standard DSP campaigns when using OLV to drive to PDP
● CTR - Analyzing when driving traffic to a storefront or landing page, can’t control if they take additional step to PDP

14. What is Streaming TV?
14

15. Amazon DSP | STV
15
● Full-screen, non-skippable ads on
brand-safe and licensed TV and
movie content
● Viewers are 5x more likely to/be cord
cutters
● Over 70% of Amazon’s ad-supported
OTT viewers watch 15 hours or less
of linear TV each week

16. Fire TV Audience and
Growth
* Amazon Internal, December 2019; | Amazon Internal, August 2019
63%
College
Educated
66%
Aged 18-49
+100k
Household
Income
40MM+
Monthly active users
on Fire TV
300%
Increase in usage of
ad–supported Fire TV apps
30MM+
Monthly ad-supported
OTT reach
240%
YOY increase in IMDb
TV viewership
Billions
Monthly streaming
hours on Fire TV
16

17. Amazon Publisher Services focuses on direct integrations with the largest streaming TV publishers through connected devices,
including Fire TV, as well as on ad-supported content through Prime Video Channels.
APS Streaming TV
Publishers

18. IN-MARKET
Leverage product consideration signals, & other cookieless
targeting methodologies to identify and reach potential customers
Audience-first approach within Amazon STV
● Take a granular audience first targeting approach utilizing first party
behavioral audiences, to focus on driving new-to-brand shoppers
● Demand generation created by targeting new consumers and staying
top of mind of those already engaging with our products.
AMAZON DSP
18
LOOKALIKE
Amazon’s 1P data or ingest Brand’s 1P data to build custom look-a-like
models to focus efforts on those users with the highest propensity to convert
COMPETITIVE
Engage with consumers shopping similar brands and products
$22
Audience
Guaranteed
STV CPM
Rate
$30+ AVG
Separate
Demographics &
Categories by the
Line Item

19. Measurement
AMAZON METRICS
Branded searches, .com visits,
Reach - Audience
Segmentation
BRAND LIFT & REACH
Helps answer advertising
impact questions
OFFLINE SALES LIFT
Provides data to better
understand how advertising
drives in-store sales
19
STV RETARGETING
Retarget by the STV Line Item
to gain additional insights

20. Amazon Advertising Roadmap
SPONSORED
PRODUCTS
SPONSORED
BRAND/SPONSORED
BRAND VIDEO
RETAIL
READINESS
DSP
IN-MARKET &
OLV
AMC
DSP
RETARGETING
STV
20
BETTER TOGETHER APPROACH

21. How Do They All Work
Together?
21

22. ● How does conversion
rate change as shoppers
are exposed to multiple
advertisements across
the advertising channels
we are using.
CHALLENGE SUMMARY
● Audiences exposed to Sponsored
Products and Display convert
3-4x more than those exposed to
just Sponsored Products or
Display.
● Continued investment in STV
shows the this audience
conversion rate is increasing
most rapidly month-over-month
and will eventually have a higher
conversion rate that the
Sponsored Product & Display
audience.
SOLUTION
● Continue to invest in
Display and STV over
the long term.
● Grow the audience
size of the exposure
groups that have the
highest conversion
rates.
RESULTS
New-to-brand Purchase
Rate 2.5x higher when
exposed to Display, OTT
& Sponsored Products
Purchase Rate when
exposed to Display, OTT
& Sponsored Products
2.5x
3.45%+
How Many Ads and Ad Types Does it
Take to Convert a Customer?
22
Measure the audience sizes for exposure groups
across Sponsored Products, Display, and STV.

23. Key Takeaways
1. A diversified media mix leads to higher
conversions.
2. OLV can be leveraged as a performance
marketing tactic.
3. Video is powerful and AMC is an
impactful technology to show
incrementality.

24. Schedule Your
Consultation
with an Amazon
Expert

25. Q&A
Jonathan Cole
Strategist, Marketplaces

26. 26
Stay informed
on the future of
digital marketing
Visit our content hub
➜

27. Thank you!

28. Session 1
10am PT | 1pm ET
Bottom of Funnel Conversion: What Your
Brand Can Do if Sales Are Down in Q1
Session 2
10:35am PT |
1:35pm ET
Finding The New Top of Funnel: Riding The
Third Wave
Session 3
11:10am PT |
2:10pm ET
Finding The New Top of Funnel: In-Store
Physical Retail Media
Session 4
11:45am PT |
2:45pm ET
Driving Middle Funnel with
Consideration: How to take Advantage of
the Newest in Shoppable and Display
Session 5
10am PT | 1pm ET
Bottom of Funnel Conversion: Search and
Display Strategies to Jump-Start 2023
Sales
Session 6
10:35am PT |
1:35pm ET
AMC and the Amazon Sphere: What You
Did in 2020 Won’t Work in 2023
Session 7
11:10am PT |
2:10pm ET
How to Master Omnichannel Display and
Video for Amazon
Session 8
11:45am PT |
2:45pm ET
An Amazon Seller’s Guide to Operational
Success: Driving Traffic from External
Sources
DAY 1: RETAIL
Wednesday, February 15, 2023
DAY 2: AMAZON
Wednesday, February 22, 2023