The document outlines the agenda for the 2022 Amazon & Retail Media Virtual Summit taking place over two days. On the first day, February 16th, sessions will cover leveraging latest Amazon advertising data trends, addressing operations challenges, using market share data to improve sales, emerging trends in Amazon posts and video, and forecasting on Amazon. The second day, February 17th, will include sessions on execution priorities in retail media for 2022, Walmart's omni-channel opportunities, scaling growth across digital grocery marketplaces, and working with brokers and advertising.

1. 2022 Amazon & Retail Media Virtual Summit
WEDNESDAY, FEBRUARY 16TH
How to Leverage the Latest Data Trends in Amazon Advertising
10AM PT | 1PM ET
The Most Pressing Amazon Operations Challenges — and How to
Address Them
10:35AM PT | 01:35PM ET
Using Market Share Data to Improve Your Amazon Sales
11:10AM PT | 02:10PM ET
Amazon as a Brand Building and Demand Gen Platform:
Emerging Trends in Amazon Posts, Stores, Video, and Streaming
11:45AM PT | 02:45PM ET
How to Successfully Forecast on Amazon — Even During Year
Three of Ecommerce Disruptions
12:20PM PT | 03:20PM ET
THURSDAY, FEBRUARY 17TH
The Time for Execution in Retail Media Is Now: Priorities for 2022
10AM PT | 1PM ET
Walmart’s Omni-Channel Opportunities: Creating an Insights-based
Ad Strategy
10:35 AM PT | 01:35 PM ET
Scaling Growth Across Digital Grocery Marketplaces
11:10AM PT | 02:10PM ET
Getting Your Products on (and then off) the Shelf: Working with
Brokers and Creating Winning Advertising
11:45AM PT | 02:45PM ET

2. How to Leverage the
Latest Data Trends in
Amazon Advertising

3. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
by Friday
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!

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*
$3B
#1
1000+

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speakers
ANDY TAYLOR
VP, Research
AUDREY EYTCHISON
Specialist, Marketplace
Search

7. Agenda
● High-level Trends Heading into 2022
● Fast Growing Ad Console Formats
● Q&A
7

8. How is your ad console budget
allocated?
● Branded/Non-Branded
● Funnel Position
● Placement Type
● Mix of the above
POLL

9. High-level Trends
Heading into 2022
9

10. It’s Been a Long Couple of Years…
NTB Share of Sponsored Brands conversions
finally increasing after steady declines since
Q3 2020
Sellers still using FBM at elevated rate
compared to the beginning of 2020

11. CPC Growth Reached Six-Month High in December for
Sponsored Products
Brief slowdown in October (lapping last year’s Prime Day) was followed by
big growth in November and December

12. End of Holiday Shopping Season Went Smoother Than in
2020
CPC growth is even stronger internationally than in the US

13. But It Meant That Ad Auctions Were Much More
Competitive…
Stronger performance meant more competition in the middle of December

14. CPC Growth Was Widespread
CPC growth strong across many different product categories

15. What To Do When CPCs Are at a Premium
Must Win Tip: Start with 5-10 exact match KWs and allow to run for
at least a month before evaluating success
● Regularly implement negative targeting
● Get granular with your targeting and add in long tail keywords
● Invest heavily on top converting terms and TOS placements
● Utilize Must Win campaigns for terms you are willing to pay
premiums to rank on
● In addition to manual optimizations, have a programmatic
bidding structure running in the background as a safety net

16. Fast-growing Ad Console
Formats
16

17. Sponsored Display Topped Sponsored Products and
Sponsored Brands Growth Throughout 2021
Sponsored Display topped Sponsored Products and Sponsored
Brands in spend growth every quarter of 2021

18. Opportunities With Sponsored Display
● Product Targeting
○ Placements: On Amazon
○ Target ASINs & Categories
● Audiences
○ Placements: On & Off
Amazon
○ Amazon Audiences
○ Views Remarketing
○ Purchase Remarketing
Ability to optimize towards…
● Viewable Impressions (vCPM)
○ Awareness
● Page Visits (CPC)
○ Consideration
● Conversions (CPC)
○ Great for cross/upsell
opportunities
● Custom Headline & Logos
○ Helps shoppers identify
your brand
● Custom Product Images
○ Allows your shoppers to
view your product in
context
Targeting Bidding Controls Creative Customization

19. Sponsored Display Delivers Branded Messaging Both On
& off Amazon
Sponsored Display topped Sponsored Products and Sponsored
Brands in spend growth every quarter of 2021

20. Sellers lean into an always on full funnel strategy with
year round display spend
While Q4 2020 saw elevated DSP spend, Q1-Q3 saw major gains in 2021

21. Among Rising Ad Formats, Sponsored Products Remains
King
With the vast amount of placement types and granularity in targeting,
Sponsored Products continue to win the brunt of ad spend

22. Sponsored Brands Video a Key Part of Q4 Success
Video share of Sponsored Brands spend up from 24% last Q4 to 28% in Q4
2021, though slight decline from Q3 (competition heating up???)

23. Sponsored Brands Video a Key Part of Q4 Success
The perfect way to add a branded voice in a brand agnostic space with
207% higher CTR than static ads

24. Perks of the Sponsored Brands Video Ad Auction
207% 12% 13%
CTRs are 207% higher for
ViSB ads compared to
standard SB ads
CPCs are 12% lower for
the ViSB ad auction likely
due to less sellers
utilizing the ad type
Similar to other video
placements, conversion
rates are 13% higher
Don’t have video assets? Ask your Amazon Executive if they are able to
make a static image slideshow to test out

25. Don’t Forget About the
DSP!
25

26. DSP Spend Growth Outpacing Ad Console Formats As
Brands Increasingly Turn to an ‘Alway On’ Approach

27. Responsive eCommerce Creative Takes Lead on Display
In the midst of inconsistent inventory levels and replenishment, REC ads
provide fail safe coverage by cycling through a variety of products

28. Key Takeaways & Action Items
● Get comfortable with premium CPCs and know how to strategically
work through the increases in your vertical.
● Increase awareness with new Sponsored Display targeting along
with expanding your bidding controls towards viewable
impressions.
● Properly communicate your brand message through Videos in
Sponsored Brands.
● Utilize display year round, not just during tentpole events.
Not sure if you have the right budget allocation or strategy for your brand?
Tinuiti is here to help!

29. Winning on Amazon today
requires a whole lot more
than just advertising.
Schedule Your Consultation
with an Amazon Expert

30. Q&A
ANDY TAYLOR
VP, Research
AUDREY EYTCHISON
Specialist, Marketplace
Search

31. 31
Stay informed
on the future of
digital marketing
Visit our new content hub ➜

32. Thank you!

33. 2022 Amazon & Retail Media Virtual Summit
WEDNESDAY, FEBRUARY 16TH
How to Leverage the Latest Data Trends in Amazon Advertising
10AM PT | 1PM ET
The Most Pressing Amazon Operations Challenges — and How to
Address Them
10:35AM PT | 01:35PM ET
Using Market Share Data to Improve Your Amazon Sales
11:10AM PT | 02:10PM ET
Amazon as a Brand Building and Demand Gen Platform:
Emerging Trends in Amazon Posts, Stores, Video, and Streaming
11:45AM PT | 02:45PM ET
How to Successfully Forecast on Amazon — Even During Year
Three of Ecommerce Disruptions
12:20PM PT | 03:20PM ET
THURSDAY, FEBRUARY 17TH
The Time for Execution in Retail Media Is Now: Priorities for 2022
10AM PT | 1PM ET
Walmart’s Omni-Channel Opportunities: Creating an Insights-based
Ad Strategy
10:35 AM PT | 01:35 PM ET
Scaling Growth Across Digital Grocery Marketplaces
11:10AM PT | 02:10PM ET
Getting Your Products on (and then off) the Shelf: Working with
Brokers and Creating Winning Advertising
11:45AM PT | 02:45PM ET

34. We’re on a break!
We’re on a break!
Thanks for joining
the 2022 Amazon &
Retail Media
Virtual Summit!
We’ll be back at
10:35AM PT | 01:35PM ET