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Understanding Your Consumer Through Data - Hiram Enriquez & Katie Mack, Amazon Ads

We all know that we are living in a fragmented media landscape, where marketers compete for attention. The average consumer can interact with more than 20 different channels in a single day, increasing the complexity of the task to find meaningful opportunities to connect with the right audience at the right time. Based on millions of interactions with millions of consumers on a daily basis on multiple platforms—from amazon.com to Twitch, Amazon Music or Alexa—, Amazon's first-party data and unique inventory can help brands reach the most qualified customers and build relationships with them throughout the funnel. We will discuss the trends we see in the media landscape, and where are the growth opportunities for agencies and brands that do not sell on Amazon.

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KEYNOTE
Hiram Enriquez
SENIOR PARTNER MANAGER
AMAZON ADS
Understanding your Consumer
through Data: How to Grow your
Business with Amazon Ads Even if
you Don’t Sell in the Amazon Store
PHILADELPHIA, PA ~ OCTOBER 30 - 31, 2023
DIGIMARCONMIDATLANTIC.COM | #DigiMarConMidAtlantic
Katie Mack
SENIOR SALES EXECUTIVE
AMAZON ADS
A M A Z O N C O N F I D E N T I A L
Amazon Local Ads
Hiram Enriquez- Sr. Partner Manager
Katie Mack-Sr. Account Executive
A M A Z O N C O N F I D E N T I A L
3
Many people think of
Amazon as this
A M A Z O N C O N F I D E N T I A L
A M A Z O N C O N F I D E N T I A L
4
—
The connected home
We’ve created an environment with multiple consumer touchpoints throughout the day.
News, weather and some
music from Alexa
Catching up on favorite shows
and reading the news on Fire
Tablet.
Fire TV and Prime Video on the biggest
screen in the house
Alexa: What’s for dinner?
Using one of Alexa’s many
recipe skills.
Browsing products and
buying on Amazon.com
AM PM
A M A Z O N C O N F I D E N T I A L
5
—
Amazon’s unmatched collection of services and devices are already part of
your customers’ everyday lives.
Amazon is the leader in relevant and
powerful audience signals
Consumer
behavior is
rapidly
changing
Creating far less time to create
meaningful engagements
A consumer can interact with
brands across 20+ different
channels in a single day 1
A person’s average
attention span is around 8
seconds to consume content 2
65% of marketers agree
that consumer attention and
engagement will become a new
currency for advertising 3
Ad

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Understanding Your Consumer Through Data - Hiram Enriquez & Katie Mack, Amazon Ads

  • 1. KEYNOTE Hiram Enriquez SENIOR PARTNER MANAGER AMAZON ADS Understanding your Consumer through Data: How to Grow your Business with Amazon Ads Even if you Don’t Sell in the Amazon Store PHILADELPHIA, PA ~ OCTOBER 30 - 31, 2023 DIGIMARCONMIDATLANTIC.COM | #DigiMarConMidAtlantic Katie Mack SENIOR SALES EXECUTIVE AMAZON ADS
  • 2. A M A Z O N C O N F I D E N T I A L Amazon Local Ads Hiram Enriquez- Sr. Partner Manager Katie Mack-Sr. Account Executive
  • 3. A M A Z O N C O N F I D E N T I A L 3 Many people think of Amazon as this
  • 4. A M A Z O N C O N F I D E N T I A L A M A Z O N C O N F I D E N T I A L 4 — The connected home We’ve created an environment with multiple consumer touchpoints throughout the day. News, weather and some music from Alexa Catching up on favorite shows and reading the news on Fire Tablet. Fire TV and Prime Video on the biggest screen in the house Alexa: What’s for dinner? Using one of Alexa’s many recipe skills. Browsing products and buying on Amazon.com AM PM
  • 5. A M A Z O N C O N F I D E N T I A L 5 — Amazon’s unmatched collection of services and devices are already part of your customers’ everyday lives. Amazon is the leader in relevant and powerful audience signals
  • 6. Consumer behavior is rapidly changing Creating far less time to create meaningful engagements A consumer can interact with brands across 20+ different channels in a single day 1 A person’s average attention span is around 8 seconds to consume content 2 65% of marketers agree that consumer attention and engagement will become a new currency for advertising 3
  • 7. The Problem: The job of an advertiser is becoming more challenging 65% Creating engaging ad experiences in a fragmented landscape of marketers agree that consumer attention and engagement will become a new currency for advertising1 79% Staying relevant without having to rely on 3rd party cookies of marketers feel unprepared for the end of third-party cookies2 49% Driving impact with more limited marketing budgets Of advertisers say they have pulled or paused ad budgets as a result of supply chain disruptions and rising inflation rates3
  • 8. A M A Z O N C O N F I D E N T I A L Streaming TV is increasing rapidly Sources: 1. eMarketer, US, Sep 2022; 2. Kantar and Amazon Ads Connected Consumers Study, US, Nov 2021. Connected Consumers are customers that participated in the survey who use smart devices like smart TVs or streaming TV devices at least once per month. U.S. homes using streaming TV by 20241 115M Connected Consumers have increased 14% in the last year2 +14%
  • 9. A M A Z O N C O N F I D E N T I A L 9 A M A Z O N C O N F I D E N T I A L — A M A Z O N C O N F I D E N T I A L 9 Knows your likes and interests The digital landscape Knows what you might be searching for Understands what you’ve purchased and what you will likely buy next Third Party Insight First Party Insight
  • 10. A M A Z O N C O N F I D E N T I A L Understanding your consumer through Amazon Audiences 01
  • 11. First-party signals help drive results Robust first-party insights based on several shopping, browsing, and streaming signals that help shape your campaign to reach the right audiences with the right message when it matters most Amazon Ad Server Amazon Marketing Cloud
  • 12. A M A Z O N C O N F I D E N T I A L 12 A M A Z O N C O N F I D E N T I A L — A M A Z O N C O N F I D E N T I A L 12 Demo and geo Age ranges (18+), gender, household income range, geographic region In-market Online tax prep, future mover, auto insurance, new home buyers Lifestyle Dietary preferences, fashion choices, brand preferences Life event Getting married, new parent, recently moved, new pet owner Interest Athleisure, Eco Friendly, Healthy Lifestyle, Entertainment Amazon ads offers robust audience solutions to deliver your marketing objectives Remarketing Remarket engaged audiences with video ads New to Brand Consumers Exclude customers who have already purchased your product
  • 13. Create more relevant connections with Amazon first-party audience insights YOUR BRAND. THEIR WORLD. Initial Audience Millennials Age: 25-34 HH: 75K+ Unique Amazon Insights Lifestyle Comedy show fan Lifestyle Prime Pantry Lookalikes Lifestyle SUV vehicle interest In-Market Skincare Lifestyle Tech enthusiasts Lifestyle Gluten free shoppers Lifestyle Fitness fan Prime Lookalike customers In-Market Exercise machines Lifestyle The Beatles fan In-Market Children’s books In-Market Baby nappy changing Health-conscious young parents Results In-Market Baby products Owner BMW
  • 14. A M A Z O N C O N F I D E N T I A L 14 A M A Z O N C O N F I D E N T I A L — Make relevant connections with the right customers, at the right moments increase in consideration compared to demographics alone2 38% 88% of consumers report engaging with ads relevant to their interests1 89% of consumers report engaging with ads relevant to their life stages1 Brands who reach audiences based on our first-party behavioral and demographic signals resulted in a
  • 15. A M A Z O N C O N F I D E N T I A L 15 A M A Z O N C O N F I D E N T I A L — A M A Z O N C O N F I D E N T I A L Grow your business with Amazon Ads Sponsored Display for all businesses (beta)
  • 16. A M A Z O N C O N F I D E N T I A L 16 A M A Z O N C O N F I D E N T I A L — Sponsored Display for all businesses A self-service display advertising opportunity that allows all businesses, whether they sell on Amazon or not, to tap into Amazon Ads’ audience insights and unique ad inventory. S P O N S O R E D D I S P L A Y
  • 17. A M A Z O N C O N F I D E N T I A L 17 A M A Z O N C O N F I D E N T I A L — A M A Z O N C O N F I D E N T I A L Our outcome-based display advertising solution designed for all businesses Achieve marketing outcomes with Sponsored Display Reach the most relevant audiences in relevant locations Drive visits to your site with visually-appealing creative formats Simple and quick campaign set-up with a few inputs Relevance Creative Formats Simplicity Advertise with no minimum budget requirements Flexible spend —
  • 18. A M A Z O N C O N F I D E N T I A L 18 A M A Z O N C O N F I D E N T I A L — Where will you see a Sponsored Display ad on Amazon? Ads automatically serve in locations that help optimize campaign performance Amazon Store Website Mobile
  • 19. A M A Z O N C O N F I D E N T I A L 19 A M A Z O N C O N F I D E N T I A L — Where will you see a Sponsored Display ad beyond the Amazon store? Ads automatically serve in locations that help optimize campaign performance Twitch IMDb Third-party publisher websites and apps
  • 20. A M A Z O N C O N F I D E N T I A L 20 A M A Z O N C O N F I D E N T I A L — Which verticals are a good fit for Sponsored Display? Consumer services Media & entertainment Travel & hospitality Automotive Home & building services Education • Building contractors such as general contractors, HVAC, electrical, plumbing, flooring, landscaping etc. • Car/motorcycle dealerships • Automotive repair & maintenance • Restaurants • Hotel chains • Accommodation • Recreation & entertainment such as museums, performing arts, amusement parks etc. • Streaming • Personal care services • Dry cleaning & laundry services • Household goods repair & maintenance • Universities & colleges • Certification services • Tutoring services Sponsored Display for all is available for businesses that are not sold on the Amazon store. Here are examples of what those businesses are:
  • 21. A M A Z O N C O N F I D E N T I A L On the biggest screen in the house
  • 22. A M A Z O N C O N F I D E N T I A L A M A Z O N C O N F I D E N T I A L 22 — A M A Z O N C O N F I D E N T I A L Audio ads Streaming TV Amazon is building a branding powerhouse for advertisers 70.8MM US Users TNF, NBA, Tennis, and More 71% of Users Not Reached via Linear TV 33MM+ Monthly Users Amazon O&O, APD, Open Web Unique Opportunities across Amazon properties Twitch Social gaming & live streaming Experiential & Out-of-Home Display+Video ads Live sports
  • 23. A M A Z O N C O N F I D E N T I A L A M A Z O N C O N F I D E N T I A L 23 — Utilize Amazon’s demand side platform to reach your curated audience while they are shopping on Amazon and while they are off Amazon browsing and consuming content. Display & Video Reach an engaged audience with premium video ads in Live Twitch content. A community of creators and viewers who welcome and appreciate brands. Twitch FreeVee, Prime Video and Amazon Publisher Direct offerings put your brand on the biggest screen in the house during some of the most “distraction free” moments of the day and connect your brand with a valuable audience of engaged, hard to reach streamers. Streaming TV Engage with Amazon Audiences everywhere Reach customers across our offerings to engage audiences and share your brand story Brand engagement beyond the screen with Amazon Audio ads across Amazon Music Free on Echo and Alexa enabled devices, Fire TV, mobile/ tablet and desktop. Engage your audience throughout their day. Audio 66% of Prime Video viewers watch Freevee content1
  • 24. A M A Z O N C O N F I D E N T I A L A M A Z O N C O N F I D E N T I A L 24 —
  • 25. A M A Z O N C O N F I D E N T I A L A M A Z O N C O N F I D E N T I A L 25 — 25
  • 26. A M A Z O N C O N F I D E N T I A L A M A Z O N C O N F I D E N T I A L 26 — 25MM global viewers in its first day Premium content that drives impact 100MM+ total global viewers Source: Amazon internal, Q3-Q4'22, WW
  • 27. A M A Z O N C O N F I D E N T I A L A M A Z O N C O N F I D E N T I A L 27 — Primetime Emmy Award nominations in 2023 for Amazon MGM Studios 68 movies 4,000+ tv shows 17,000+ Premium content that is bold and iconic Source: Amazon internal, 2023, WW
  • 28. A M A Z O N C O N F I D E N T I A L A M A Z O N C O N F I D E N T I A L 28 — Get connected!
  • 29. A M A Z O N C O N F I D E N T I A L 29 A M A Z O N C O N F I D E N T I A L — A M A Z O N C O N F I D E N T I A L Thank you