Etude de cas philips la publicité sur amazon - marketing remix by viuz

1. Table ronde
La publicité sur
Amazon
Dan Wright, Directeur, Amazon Media Group Europe
Marc-Antoine Hennel, Head of Strategy &
New Business Development, Philips

2. November 19th 2015
Philips - Amazon

3. Content through dedicated landing pages : senseo
• Multi-platform / Amazon, AAP & Mobile
• Redirection: advertised products
(limited editions) and full range
(dedicated landing pages)
• Retail promotion to support sales
Dedicated landing page
Generic Ad
Product detail page
e commerce Ad

4. 1
2
3
Branded Header
Custom description of landing page
Up to 7 sub categories of 20 products each
• Ongoing 2015 campaign
• Multi-platform/ AAP & Mobile
1
2
3
* Source: Ipsos Moments that Matter Research EMEA, June 2015, France
Content through dedicated landing pages : Avent
71%*
of smartphone users
have used their
smartphone to gather
information for the
purchase of a product or
service

5. Generating results : shaver 9000
100
173
329
459
Q4/14 Q1/15 Q2/15 Q3/15
Ad
Attributed
Brand
Halo
Estimated Off
Amazon**
Attributed purchases on
entire range
Offline estimation of
purchases (2016)
Attributed purchases on
Shaver 9000
Q4/14: Launch Q2/15: Focus s9000 Q4/15: Full range
Measuring Sales impact
Evolution of the Philips Shaver 9000
consumer base since Q4 14 (indexed)
X 4,6
* Source: Amazon figures for Philips