Based on our data from more than $400 million in Amazon ad spend, our newest report offers the most comprehensive look into the trends and metrics that made Q4 2019 one for the books. Make this the most lucrative year yet by advancing your 2020 Amazon advertising strategy as report author, Andy Taylor, discusses highlights from the Q4 2019 Amazon Ads Benchmark Report, what made Q4 one for the books, and answers your questions during a live Q&A. Come prepared with questions so that your brand can achieve growth, efficiency, and exceed your 2020 Amazon advertising goals. Can’t make it? We’ll send you the slides and recording.

1. Discoveries From The Q4 Amazon Ads
Benchmark Report
Key Metrics & Trends to Set Your 2020 Advertising Strategy up for Success

2. 2
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
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Today’s Logistics
Persephanie Arellano
Webinar Coordinator

3. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

4. Marketers
who want to tie their
Amazon presences to
traditional performance
marketing channels
should consider
Tinuiti.
Tinuiti has one of
the strongest
eCommerce
offerings in this
evaluation...
Clients applaud
Tinuiti's growth over
the last two years,
from channel-specific
executor to a more
cross-channel
partner.
“
”
The Forrester Wave™: Performance Marketing Agencies, Q3 2019
Download the Report: tinuiti.com/wave2019

5. Today’s Speakers
Andy Taylor
Director of Research
Jonathan Cole
Marketplace Programmatic Analyst

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1. Key metrics and trend to set your advertising strategy up
for success in 2020
2. Why top brands are investing in Amazon DSP
3. Amazon Sponsored Brands targets and placements
4. Amazon Sponsored Products targets and placements
5. Live Q&A with author of the benchmark report and Amazon
in house expert
Agenda

7. Which of the following advertising features
are you looking to grow in 2020?
Poll Question
● Sponsored Brands
● Sponsored Products
● Product Display
● Competitor ASIN targeting and retrargeting with DSP

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Amazon DSP

9. DSP Consumer Journey & KPIs
Awareness
Consideratio
n
Purchase intent
Purchase
experience
Purchase
Awareness
Consideration
Purchase intent
Loyalty
Purchase
• Cumulative Reach
• DPV View-throughs
• ATC View-throughs
• CTR
• DPV Click-throughs
• Purchase Events
• Product Units Sold
• Product Sales
• Total SnSS (promoted + BH)
• Total Product Sales (promoted + BH)
• ATC Click-throughs
• Purchase Event Click-throughs
Impressions
(eCPM)
Click-Throughs
(eCTR)
ROAS
(eCPP)
9
Amazon DSP 101: DSP Approach

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DSP Spend Soars 44% Q/Q in
Q4 2019
● Amazon DSP spend grew 44% from Q3
to Q4, the largest quarter-over-quarter
jump of 2019.

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● While many advertisers wade into the
DSP focused on direct response
purchase goals, much of the value of the
DSP opportunity lies in its ability to reach
new customers
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Q4 Surge in Awareness and
Consideration Spending

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● This evidence point to an increased
willingness from Amazon shoppers to buy
from brands not purchased from over the
last year during the winter holidays.
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Share of DSP Purchases
Attributed to New-to-Brand
Customers Rises in Q4

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Amazon Owned-and-Operated Accounts for 69% of DSP Spend

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Amazon O&O Sites Drive 78% of NTB Purchases

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Mobile Tops Desktop in Key Metrics for DSP

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Advertisers Wading Into Sponsored Display
Source: https://advertising.amazon.com/amazon-display-advertising

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Amazon Sponsored Brands

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Amazon Sponsored Brands Pick Up Steam

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New-to-Brand Conversion Share Ticks Up from Q3 to Q4

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New-to-Brand Conversion Share Elevated During the Holidays

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Sponsored Brands Spend Share Rises

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Amazon Sponsored Brands Targets and Placements

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Exact Match Drives 38% of Sponsored Brands Sales

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Top of Search Accounts for 88% of Sponsored Brands Spend
● New Sponsored Brands ad
placement that took effect in August
of 2018, especially mobile,
significantly expanded the number of
available impressions for the format.
● Placements other than top of search
accounted for 65% of all ad
impressions.

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Top of Search Accounts for Higher Share of New-to-Brand
Sales than Overall Sales

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Amazon Sponsored Products

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Sponsored Products Spend Growth Stays Strong

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More than ¾ of Sponsored Products Orders Happen within
24 Hours of the Ad Click

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Conversion Process Speeds Up Heading into Christmas

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Amazon Sponsored Products Placements and
Targeting

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Manual Campaign Spend Share Rises Y/Y

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Close and Loose Match Tops in Sales Per Click

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Exact Match Drives 44% of SP Sales

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7% of Manual Campaign Spend Goes to Product Targeting

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ASIN the Most Popular Product Targeting Option Currently

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Top of Search Drives 3% of Impressions but 30% of Clicks

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Top of Search Boasts Best CTR and Conversion Rate of SP
Placements

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Top of Search Even More Crucial During the Holiday Season

39. Key Takeaways
Using a better together approach between Ad Console and
Amazon DSP to stay top of mind across the funnel
Planning and budgeting around seasonality can increase
efficiency and bring new customers into the fold
Keep in mind the next major Amazon shopping event:
PRIME DAY

40. Schedule Your 1:1
Amazon Marketplace
Strategy Evaluation

41. Live Q&A
Andy Taylor
Director of Research
Jonathan Cole
Marketplace Programmatic Analyst

42. Webinar & Event Calendar

43. Upcoming Webinars
tinuiti.com/content/

44. 44
Find the Tinuiti Team at:
eTail West
February 24-27, 2020
Palm Springs, CA
NEMOA Spring
Summit
March 18-20 | Boston, MA
SMX West
February 19-20, 2020
San Jose, CA

45. THANK YOU!