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.

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

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Amazon Local Ads
Hiram Enriquez- Sr. Partner Manager
Katie Mack-Sr. Account Executive

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Many people think of
Amazon as this

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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

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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

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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%

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A M A Z O N C O N F I D E N T I A L
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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

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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

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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

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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

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Grow your business with
Amazon Ads
Sponsored Display for all businesses (beta)

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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

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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
—

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Where will you see a Sponsored Display ad on Amazon?
Ads automatically serve in locations that help optimize campaign performance
Amazon Store
Website
Mobile

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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

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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:

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On the biggest screen
in the house

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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

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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

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25MM
global viewers in its first day
Premium content that
drives impact
100MM+
total global viewers
Source: Amazon internal, Q3-Q4'22, WW

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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

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Get connected!

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A M A Z O N C O N F I D E N T I A L
Thank you