As marketers head into the third straight anomalous Q4 holiday season, you can no longer call it “unprecedented.” With anxiety about the economy, inflation, and supply chain challenges, this Q4 promises to be yet another period that will bring unique challenges and be hard to plan for. Our experts have been collecting data-driven insights on how to navigate these challenges in order to see a successful Q4. In our Q4 Playbook, we'll cover everything you need to know, from Retail Media planning and holistic Marketplace operations to using Influencer, Affiliate and Lifecycle Marketing to reach and activate your ideal customers.

1. 2022 Playbook for Q4
and Holiday Success
DAY 1 - WEDNESDAY, AUGUST 24TH
Trends & Good Tidings: How to Maximize the Holiday
Season with Google
10am PT | 1pm ET
May Your Data be Measurable and Right
10:35am PT | 1:35pm ET
Sleigh Your Affiliate Strategy: How to Strategize for Q4
11:10am PT | 2:10pm ET
Bah humbug! No inventory! — Getting Creative With
Email Marketing Content in the Age of Supply Chain
Snafus
11:45 am PT | 2:45 pm ET
DAY 2 - WEDNESDAY, AUGUST 31st
Deck the Halls of Retail Media: Creating Your Q4
Plan
10am PT | 1pm ET
How to Use Prime Day Data to Prepare for the Q4
Season
10:35am PT | 1:35pm ET
Unwrap a New Q4 Walmart Strategy
11:10am PT | 2:10pm ET
Ho Ho Ho(listic) Operations Panel: Strategy,
Fulfillment, and Forecasting for the Holiday Season
11:45 am PT | 2:45 pm ET

2. How to Use
Prime Day Data
to Prepare for
the Q4 Season

3. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
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4. 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
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5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speakers
ANDY TAYLOR
VP, Research
BEN GEMKOW
Team Strategist, Marketplaces

7. Agenda
● Historical Holiday Trends
● How to Prepare for Q4
● Q&A
7

8. How do you expect product price inflation
to impact your holiday shopping this year?
● I will buy fewer gifts
● I will buy cheaper brands
● I will buy different kinds of gifts
● I will shop around more
● I will cut back on non-holiday expenses
POLL

9. Historical Holiday Trends
9

10. Black Friday and Cyber Monday are Still a Big Deal

11. Late-season Ad Value Recovered in 2021

12. Ad Value Rises and Rivals BF/CM in Late December

13. New-to-Brand Share Shifts Throughout the Holiday Season

14. How To Prepare For Q4
14

15. Tinuiti Prime Day Study Reflected Inflation Concerns
While 63% of
respondents
were worried
about inflation,
only 9% said
they were less
excited by
Prime Day than
in 2021!

16. How do we expect inflation to impact holiday shopping?

17. What is this Fall Prime Day Event all about?
● It could be a two-day event, a two-week event, a four-week event
○ We won’t know until we get much closer
● Expected to be sometime late September or first half of October
● This could be a nice bridge into Q4
● Participation could be worth the effort and investment

18. DSP Spend Ramps Up In Lead Up To Previous Prime Day
Post-Prime Day Efforts were even stronger than 2021

19. Create a holistic advertising strategy for peak period
Fall Prime Day Event & Q4
● Utilize all levels of the advertising funnel
○ DSP
■ Collaborate Search and DSP strategies to achieve a holistic strategy.
○ Sponsored Display
■ Engage audiences who are shopping categories to drive interest/awareness to your
brand.
■ Re-engage the inflated audience pool that will remain during/post Fall Prime event
into the rest of Q4 an Cyber 5..
○ Sponsored Brands
■ Sponsored Brand videos/Sponsored Brands custom images are a great way to build
brand engagement and awareness.
■ Store spotlight ad format is a great way to bring attention to your Stores ahead of,
and during Q4.
■ Create Sponsored Brands that feature a collection of your hero ASINs, or your
promoted ASINs.
○ Sponsored Products
■ Product/Category target your competitors and the category
■ Defend your PDPs
19

20. Improve your brand awareness
Fall Prime Day Event & Q4
● Start early
○ Launch Awareness tactics to drive traffic to your store and to your brand weeks ahead of Prime Day.
○ You will want to prime the shoppers ahead of time to let them know your deals, as they begin researching.
● Use Sponsored Brands and Display to bring in traffic
○ You can run DSP to bring awareness to your brand ahead of Prime Day, and re-engage Prime Day shoppers
post Prime Day.
○ If you don’t have DSP, you can also use Sponsored Display Amazon Audiences or Category targeting to
achieve a similar result.
○ Sponsored Brands are a great way to own prime real estate on high traffic shopping results.
● Deploy Sponsored Brands videos and custom images
○ Sponsored Brands videos are an excellent way to stand out in shopping results with powerful video
creative.
○ Sponsored Brands custom images are an upgrade of standard Sponsored Brands and are more likely to
result in customer engagement.
20

21. Increase traffic to your Brand Store during peak period
Fall Prime Day Event & Q4
● Using Sponsored Brands Store spotlight
○ Store spotlight ad format is an excellent way to display the variety of Store categories you may have.
○ This will feature your brand store with a bird’s eye view.
○ This will feature categories of your products that you choose, as opposed to singular products.
● Create a store page that features all of your Fall Prime Day, Cyber Five, and any other Q4 deals
○ Create a Sponsored Brands campaign that features your promoted ASINs.
○ Invite shoppers to check out these deals in the headline and link this campaign to your Deals page.
21

22. Strengthen your creatives
Fall Prime Day Event & Q4
● Strongly recommend using lifestyle imaging
○ This type of imaging entices shoppers more than standard creative.
○ This is a great way demonstrate your product in action.
○ This is an easy way to show the size of your product too.
● Keep Fall Prime Day creative consistent across the different ad types and tactics
○ Create clear consistency by keeping the same theme/design of Fall Prime Day & Holiday creative so people
can easily connect it to these peak events.
○ If you use certain colors or designs or custom images, make sure you use the same with all types of Fall
Prime Day & Holiday creatives.
● Be sure to work with an Amazon Account Executive or Amazon Support to approve your images and ad copy far in
advance of Fall Prime Day & Q4
○ Ad copy language can be very tricky and sensitive.
○ It’s best to get copy and imaging approved by Amazon well in advance.
22

23. Tips & best practices to help prepare for peak periods
Fall Prime Day Event & Q4
● Best way to succeed for Fall Prime Day & Q4 is to prepare in advance.
○ Have a gameplan for your budgets and bids crafted in advance.
○ Set up your promotional campaigns as drafts way ahead of time.
○ Work with your Amazon Executive or Support to make sure your images and copy will be approved.
● Utilize the promotional tools Amazon has to offer - lightning deals, coupons, etc.
○ Lightning Deals are an excellent way to push through promotional products.
● Be prepared to adjust your spend and your keyword bids during Fall Prime Day & Q4.
○ Not everything is going to work as expected, so be ready to make adjustments.
○ If you are seeing superb results, consider investing more.
○ If you are seeing poor results, consider pulling back.
23

24. Key Takeaways
1. Understand when shoppers are most likely to
be new-to-brand and take full advantage of it.
2. Don’t neglect top-of-funnel efforts like the
Amazon DSP and Sponsored Display in
building awareness and consideration.
3. Make sure you’re allocating marketing spend
to compete on Black Friday/Cyber Monday and
throughout the holiday season.

25. Schedule Your
Consultation
with an Amazon
Expert

26. Q&A
ANDY TAYLOR
VP, Research
BEN GEMKOW
Team Strategist, Marketplaces

27. 27
Stay informed
on the future of
digital marketing
Visit our new content hub
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28. Thank you!

29. 2022 Playbook for Q4
and Holiday Success
DAY 1 - WEDNESDAY, AUGUST 24TH
Trends & Good Tidings: How to Maximize the Holiday
Season with Google
10am PT | 1pm ET
May Your Data be Measurable and Right
10:35am PT | 1:35pm ET
Sleigh Your Affiliate Strategy: How to Strategize for Q4
11:10am PT | 2:10pm ET
Bah humbug! No inventory! — Getting Creative With
Email Marketing Content in the Age of Supply Chain
Snafus
11:45 am PT | 2:45 pm ET
DAY 2 - WEDNESDAY, AUGUST 31st
Deck the Halls of Retail Media: Creating Your Q4
Plan
10am PT | 1pm ET
How to Use Prime Day Data to Prepare for the Q4
Season
10:35am PT | 1:35pm ET
Unwrap a New Q4 Walmart Strategy
11:10am PT | 2:10pm ET
Ho Ho Ho(listic) Operations Panel: Strategy,
Fulfillment, and Forecasting for the Holiday Season
11:45 am PT | 2:45 pm ET