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The Amazon
and Retail
Media Summit
How Can I Reach Custom
Audience Segments on Amazon?
2
Session 1
10am PT | 1pm ET
Amazon and Retail Media State of the
Union: Charting the Course
Session 2
10:35am PT | 1:35pm ET
How Can I Reach Custom Audience
Segments on Amazon?
Session 3
11:10am PT | 2:10pm ET
Why is Omnichannel Measurement the
New Gold Standard for Brand Growth?
Session 4
11:45am PT | 2:45pm ET
Your Map to Navigating the Future of
Amazon and Retail Media
Session 5
10am PT | 1pm ET
Smart Budgets, Strong Brands: The
Game-Changing Guide
Session 6
10:35am PT | 1:35pm ET
How to use Curated Deals to Drive
Programmatic Success
Session 7
11:10am PT | 2:10pm ET
What Are the Latest Strategies for Driving
Your Bottom Line?
Session 8
11:45am PT | 2:45pm ET
Can Amazon be Used as a Brand Builder?
DAY 1
Wednesday, February 7, 2023
DAY 2
Wednesday, February 14, 2023
Today’s Logistics
Recording & slides will be in your inbox
tomorrow
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!
Katherine Bishop
Marketing Webinars Specialist
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
culture*
$4B
#1
1000+
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future
Our Speaker
JONATHAN COLE
Commerce Media Lead &
Senior Manager,
Marketplaces
Agenda
● AMC Audience Philosophy
● 2023 AMC Audience Case Studies
● 2024 AMC Audience Tests + Looking Ahead
7
How frequently are you using AMC
insights?
● Weekly - a consistent part of my marketing
routine
● Monthly- I check in periodically for strategic
adjustments
● Rarely - I explore occasionally for specific needs
● Never - I haven’t explored AMC yet
POLL
9
AMAZON CONFIDENTIAL
—
AMC helps brands consolidate signals to improve advertising outcomes
*Notes: Capability on the roadmap
Apart from accessing Amazon Ads event-level signals, you also have the option to bring in your pseudonymised
information to connect dots and enrich your view over media, audience, and retail performance
Pseudonymized
Amazon Ads
signals
Aggregated and
anonymous query
outputs
Join pseudonymized signals
across sources in dedicated
clean room environment
Sponsored Products
Sponsored Brands
Sponsored Display
Streaming TV
Video
Audio
Display
Amazon Ad Server
Product catalogue
Audience segments
D2C sales
CRM
CDP
Data lake
DMP
(optional)
Pseudonymized
Advertiser signals
Custom audiences
ready for activation
AMC Audiences
AMC
Amazo
n DSP
Visuals and
insights
Use custom queries or
templates
Paid Features (beta)*
A suite of insight expansion
options powered by Amazon
and third-party providers
Amazon Shopping Insights
Experian Vehicle Purchase Insights
Foursquare Store Visit Insights
Leveraging AMC Technology to Capture Low Hanging Fruit on
Amazon
Amazon Full Funnel Strategy is the Pipeline, AMC Audiences are the Plumbers: Fixing the leaks
AUDIENCE MATRIX
PROTECT UPPER FUNNEL
INVESTMENT
PROTECT SEARCH INVESTMENT
PUSH SHOPPERS
ACROSS FINISH LINE
Ad Exposure: Shoppers who interacted with upper funnel ad that
haven’t been retargeted
Sponsored Product Clicks & Keyword Searches: Shoppers who
clicked but never bought and shoppers who searched high volume
keywords through our campaigns that never viewed our PDP
Frequent Product Detail Page Viewers & Cart Abandoners: Shoppers
who viewed PDP 3x in 1 week but never bought and people who added
to cart but never bought
10
RESULTS
A brand in the baby category wanted
to convert cart abandoners. Due to a
diverse catalog, they wanted their
campaigns broken out by different
product categories to ensure
causation.
CHALLENGE
● Worked with the engineering team to build custom
cart abandoner audiences by the ASIN
● Pair custom creatives with the appropriate AMC
audience to increase conversion rate
● High efficiency was expected - decreasing NTB
acquisition cost significantly was not
● High purchase intent audiences are incremental to
the business
SOLUTION SUMMARY
Business Challenge: Driving sales for audiences that
have the highest purchase intent
ROAS above
benchmark
NTB Acquisition
Cost below
benchmark
+172%
-65%
Cart Abandoners + Frequent Product
Detail Page Viewers
CASE STUDY
A brand in the health and household
category are competing with top
competitors who are allocating more
investment toward search ads. The
client wanted to maximize their
investment by closing the loop on
non-converting impressions.
CHALLENGE
● Built Sponsored Clicks audience combining both
Sponsored Product and Sponsored Brand campaigns
● Analyzed top converting and high volume keywords to
focus AMC Audience on most relevant traffic
● Leveraged creatives calling out product features
understanding these customers are researching
competitive products
● Both audiences exceeded KPI goal
SOLUTION SUMMARY
Business Challenge: Paid clicks that don’t convert + high
volume keywords that don’t generate consideration
Sponsored Clicks:
ROAS above KPI
Keyword
Searches: ROAS
above KPI
+106%
+33%
Sponsored Clicks + Keyword
Searches
CASE STUDY
RESULTS
RESULTS
A brand in the consumer electronics
category invested in a full funnel
product launch strategy across
Streaming, OLV, and Consideration.
In addition to protecting overall
investment, brand wanted to
understand how GenZ and Millennial
customers interacted across the
product category and relevant music
categories.
CHALLENGE
● Worked with the engineering team to build six custom
AMC audiences for both GenZ and Millennials,
ranging for product and music categories
● Paired custom ads used in the campaigns in order to
build resonance with the end consumer
● Despite audiences being farther away from the
purchase - audiences generated competitive DPVR
● NTB % was 15% higher than campaign average - ad
exposure impressions are the most incremental to
the business
SOLUTION SUMMARY
Business Challenge: How do we protect our upper funnel
investment and derive demographic insights
NTB - 15% above
campaign
average
Demographic
audiences
created
87%
6
Upper Funnel Ad Exposure
CASE STUDY
2024 AMC Tests
● AMC Audiences - users who
added a product to cart on a
brand's DTC site but did not
complete a purchase
● Analyze total impact of Amazon
advertising across both
on-Amazon and DTC site sales
● Path to conversion analysis --
how does a users path to convert
differ when they convert on
Amazon vs. on a brand's DTC
site?
● Lookalike audience targeting
represents demand generation
capabilities of AMC
● Build lookalike audience on
specific signals - purchases
represents best test opportunity
● Compare to existing mid funnel
campaigns - not lower funnel
retargeting
● Superfans - Build ultra brand
loyalist audience with multiple
purchases within 1 year lookback
● Accelerate new product launch
by driving traffic of strong brand
loyalists as the product is
building retail readiness - more
likely to leave reviews
● Opportunity to cross sell with
existing products - increase cart
value
Ad Tag Lookalike Audiences Product Launches
14
TESTS
ENDEMIC + NON-ENDEMIC
CASE STUDY
● Expanding Thursday Night
Football strategy from 1
game to 4 games this year
● Leverage AMC to build
retargeting audiences by
the game
● Generate insights on which
game drives stronger
product consideration
Thursday Night Football Audio Ads
● 1 of 12 brands to pilot
Interactive Audio Ad
● Expand reach with ads
that consumers are
listening to on
Alexa-enabled devices
● New ad unit drives
significant ATC - build
AMC Cart Abandoner
audience to protect
investment
Freevee/Prime Video
● 1 of 10 brands to pilot
Freevee Closed Beta
● Build separate campaign to
isolate Freevee and Prime
Video data into AMC
instance
● Analyze performance and
audience insights across
standard inventory,
Freevee, and Prime Video
Feed AMC clean
data
Protect ROI on
brand building
tactics
Structure
Retargeting
Brand Building <> AMC Technology
GOALS
Key Takeaways
1. AMC audiences are your plumbers - protect
the pipeline
2. AMC Technology empowers brands to evaluate
brand building tactics through a performance
marketing framework
3. Brands who win Amazon in the long term build
their ecosystem in the channel and leverage
AMC Technology to systematically move
people down the funnel
Schedule Your
Consultation
with an AMC Expert
Q&A
JONATHAN COLE
Commerce Media Lead &
Senior Manager,
Marketplaces
19
2024 Amazon &
Retail Media
Marketing Guide
Read More
➜
20
Session 1
10am PT | 1pm ET
Amazon and Retail Media State of the
Union: Charting the Course
Session 2
10:35am PT | 1:35pm ET
How Can I Reach Custom Audience
Segments on Amazon?
Session 3
11:10am PT | 2:10pm ET
Why is Omnichannel Measurement the
New Gold Standard for Brand Growth?
Session 4
11:45am PT | 2:45pm ET
Your Map to Navigating the Future of
Amazon and Retail Media
Session 5
10am PT | 1pm ET
Smart Budgets, Strong Brands: The
Game-Changing Guide
Session 6
10:35am PT | 1:35pm ET
How to use Curated Deals to Drive
Programmatic Success
Session 7
11:10am PT | 2:10pm ET
What Are the Latest Strategies for Driving
Your Bottom Line?
Session 8
11:45am PT | 2:45pm ET
Can Amazon be Used as a Brand Builder?
DAY 1
Wednesday, February 7, 2023
DAY 2
Wednesday, February 14, 2023

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How Can I Reach Custom Audience Segments on Amazon?

  • 1. The Amazon and Retail Media Summit How Can I Reach Custom Audience Segments on Amazon?
  • 2. 2 Session 1 10am PT | 1pm ET Amazon and Retail Media State of the Union: Charting the Course Session 2 10:35am PT | 1:35pm ET How Can I Reach Custom Audience Segments on Amazon? Session 3 11:10am PT | 2:10pm ET Why is Omnichannel Measurement the New Gold Standard for Brand Growth? Session 4 11:45am PT | 2:45pm ET Your Map to Navigating the Future of Amazon and Retail Media Session 5 10am PT | 1pm ET Smart Budgets, Strong Brands: The Game-Changing Guide Session 6 10:35am PT | 1:35pm ET How to use Curated Deals to Drive Programmatic Success Session 7 11:10am PT | 2:10pm ET What Are the Latest Strategies for Driving Your Bottom Line? Session 8 11:45am PT | 2:45pm ET Can Amazon be Used as a Brand Builder? DAY 1 Wednesday, February 7, 2023 DAY 2 Wednesday, February 14, 2023
  • 3. Today’s Logistics Recording & slides will be in your inbox tomorrow Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! Katherine Bishop Marketing Webinars Specialist
  • 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 culture* $4B #1 1000+
  • 5. Some of Our Clients Our Recognition For commerce leaders of today and the future
  • 6. Our Speaker JONATHAN COLE Commerce Media Lead & Senior Manager, Marketplaces
  • 7. Agenda ● AMC Audience Philosophy ● 2023 AMC Audience Case Studies ● 2024 AMC Audience Tests + Looking Ahead 7
  • 8. How frequently are you using AMC insights? ● Weekly - a consistent part of my marketing routine ● Monthly- I check in periodically for strategic adjustments ● Rarely - I explore occasionally for specific needs ● Never - I haven’t explored AMC yet POLL
  • 9. 9 AMAZON CONFIDENTIAL — AMC helps brands consolidate signals to improve advertising outcomes *Notes: Capability on the roadmap Apart from accessing Amazon Ads event-level signals, you also have the option to bring in your pseudonymised information to connect dots and enrich your view over media, audience, and retail performance Pseudonymized Amazon Ads signals Aggregated and anonymous query outputs Join pseudonymized signals across sources in dedicated clean room environment Sponsored Products Sponsored Brands Sponsored Display Streaming TV Video Audio Display Amazon Ad Server Product catalogue Audience segments D2C sales CRM CDP Data lake DMP (optional) Pseudonymized Advertiser signals Custom audiences ready for activation AMC Audiences AMC Amazo n DSP Visuals and insights Use custom queries or templates Paid Features (beta)* A suite of insight expansion options powered by Amazon and third-party providers Amazon Shopping Insights Experian Vehicle Purchase Insights Foursquare Store Visit Insights
  • 10. Leveraging AMC Technology to Capture Low Hanging Fruit on Amazon Amazon Full Funnel Strategy is the Pipeline, AMC Audiences are the Plumbers: Fixing the leaks AUDIENCE MATRIX PROTECT UPPER FUNNEL INVESTMENT PROTECT SEARCH INVESTMENT PUSH SHOPPERS ACROSS FINISH LINE Ad Exposure: Shoppers who interacted with upper funnel ad that haven’t been retargeted Sponsored Product Clicks & Keyword Searches: Shoppers who clicked but never bought and shoppers who searched high volume keywords through our campaigns that never viewed our PDP Frequent Product Detail Page Viewers & Cart Abandoners: Shoppers who viewed PDP 3x in 1 week but never bought and people who added to cart but never bought 10
  • 11. RESULTS A brand in the baby category wanted to convert cart abandoners. Due to a diverse catalog, they wanted their campaigns broken out by different product categories to ensure causation. CHALLENGE ● Worked with the engineering team to build custom cart abandoner audiences by the ASIN ● Pair custom creatives with the appropriate AMC audience to increase conversion rate ● High efficiency was expected - decreasing NTB acquisition cost significantly was not ● High purchase intent audiences are incremental to the business SOLUTION SUMMARY Business Challenge: Driving sales for audiences that have the highest purchase intent ROAS above benchmark NTB Acquisition Cost below benchmark +172% -65% Cart Abandoners + Frequent Product Detail Page Viewers CASE STUDY
  • 12. A brand in the health and household category are competing with top competitors who are allocating more investment toward search ads. The client wanted to maximize their investment by closing the loop on non-converting impressions. CHALLENGE ● Built Sponsored Clicks audience combining both Sponsored Product and Sponsored Brand campaigns ● Analyzed top converting and high volume keywords to focus AMC Audience on most relevant traffic ● Leveraged creatives calling out product features understanding these customers are researching competitive products ● Both audiences exceeded KPI goal SOLUTION SUMMARY Business Challenge: Paid clicks that don’t convert + high volume keywords that don’t generate consideration Sponsored Clicks: ROAS above KPI Keyword Searches: ROAS above KPI +106% +33% Sponsored Clicks + Keyword Searches CASE STUDY RESULTS
  • 13. RESULTS A brand in the consumer electronics category invested in a full funnel product launch strategy across Streaming, OLV, and Consideration. In addition to protecting overall investment, brand wanted to understand how GenZ and Millennial customers interacted across the product category and relevant music categories. CHALLENGE ● Worked with the engineering team to build six custom AMC audiences for both GenZ and Millennials, ranging for product and music categories ● Paired custom ads used in the campaigns in order to build resonance with the end consumer ● Despite audiences being farther away from the purchase - audiences generated competitive DPVR ● NTB % was 15% higher than campaign average - ad exposure impressions are the most incremental to the business SOLUTION SUMMARY Business Challenge: How do we protect our upper funnel investment and derive demographic insights NTB - 15% above campaign average Demographic audiences created 87% 6 Upper Funnel Ad Exposure CASE STUDY
  • 14. 2024 AMC Tests ● AMC Audiences - users who added a product to cart on a brand's DTC site but did not complete a purchase ● Analyze total impact of Amazon advertising across both on-Amazon and DTC site sales ● Path to conversion analysis -- how does a users path to convert differ when they convert on Amazon vs. on a brand's DTC site? ● Lookalike audience targeting represents demand generation capabilities of AMC ● Build lookalike audience on specific signals - purchases represents best test opportunity ● Compare to existing mid funnel campaigns - not lower funnel retargeting ● Superfans - Build ultra brand loyalist audience with multiple purchases within 1 year lookback ● Accelerate new product launch by driving traffic of strong brand loyalists as the product is building retail readiness - more likely to leave reviews ● Opportunity to cross sell with existing products - increase cart value Ad Tag Lookalike Audiences Product Launches 14 TESTS ENDEMIC + NON-ENDEMIC
  • 15. CASE STUDY ● Expanding Thursday Night Football strategy from 1 game to 4 games this year ● Leverage AMC to build retargeting audiences by the game ● Generate insights on which game drives stronger product consideration Thursday Night Football Audio Ads ● 1 of 12 brands to pilot Interactive Audio Ad ● Expand reach with ads that consumers are listening to on Alexa-enabled devices ● New ad unit drives significant ATC - build AMC Cart Abandoner audience to protect investment Freevee/Prime Video ● 1 of 10 brands to pilot Freevee Closed Beta ● Build separate campaign to isolate Freevee and Prime Video data into AMC instance ● Analyze performance and audience insights across standard inventory, Freevee, and Prime Video Feed AMC clean data Protect ROI on brand building tactics Structure Retargeting Brand Building <> AMC Technology GOALS
  • 16. Key Takeaways 1. AMC audiences are your plumbers - protect the pipeline 2. AMC Technology empowers brands to evaluate brand building tactics through a performance marketing framework 3. Brands who win Amazon in the long term build their ecosystem in the channel and leverage AMC Technology to systematically move people down the funnel
  • 18. Q&A JONATHAN COLE Commerce Media Lead & Senior Manager, Marketplaces
  • 19. 19 2024 Amazon & Retail Media Marketing Guide Read More ➜
  • 20. 20 Session 1 10am PT | 1pm ET Amazon and Retail Media State of the Union: Charting the Course Session 2 10:35am PT | 1:35pm ET How Can I Reach Custom Audience Segments on Amazon? Session 3 11:10am PT | 2:10pm ET Why is Omnichannel Measurement the New Gold Standard for Brand Growth? Session 4 11:45am PT | 2:45pm ET Your Map to Navigating the Future of Amazon and Retail Media Session 5 10am PT | 1pm ET Smart Budgets, Strong Brands: The Game-Changing Guide Session 6 10:35am PT | 1:35pm ET How to use Curated Deals to Drive Programmatic Success Session 7 11:10am PT | 2:10pm ET What Are the Latest Strategies for Driving Your Bottom Line? Session 8 11:45am PT | 2:45pm ET Can Amazon be Used as a Brand Builder? DAY 1 Wednesday, February 7, 2023 DAY 2 Wednesday, February 14, 2023