Introductory view of the self service Walmart Advertising offering and new Amazon Advertising capabilities to consider in Attribution and DSP.

1. @ebkendo
Under the Hood:
Walmart & Amazon Advertising

2. @ebkendo
• Senior Director, Strategic
Marketplace Services
• 13 years in digital
• All of the eCommerces
• Seattle, WA
• I’m always tired
Elizabeth Marsten

3. @ebkendo

4. @ebkendo
The Forrester Wave™: Performance Marketing Agencies, Q3 2019
Marketers
who want to tie their
Amazon to traditional
performance marketing
channels should
consider Tinuiti.
Tinuiti has one
of the strongest
eCommerce
offerings in this
evaluation
Clients applaud Tinuiti
for transitioning from
channel experts to
multi-channel partner.
“
”

5. @ebkendo
Walmart
Media
Group

6. @ebkendo
• Triad Media for advertising is out
• Self service advertising is in
• Grocery is in (especially BOPUS)- get
used to hearing “click and collect”
• 2 day delivery roll out
• On track to “loose” $1billion in
eCommerce
What is Up with Walmart?
https://www.businessinsider.com/grocery-drives-online-growth-at-walmart-2017-8
https://www.vox.com/recode/2019/7/3/18716431/walmart-jet-marc-lore-modcloth-amazon-ecommerce-losses-online-sales

7. @ebkendo
• CPC, keyword triggered product
ads driving to product detail pages
• Automatic and manual campaigns
• $1,000 min lifetime campaign
spend, $100 daily spend
• Not necessarily what you spend, but what
you’re required to input
Walmart Ad Types - Sponsored Products
In Grid example

8. @ebkendo
• Spots 3, 5, 6 or 12 and only two spots filled per SERP
• In order to be eligible, products must appear organically within the top
3 pages of search results
• Product must also be winning the buy box
Walmart Sponsored Products
Sponsored Product Carousel
example

9. @ebkendo
Walmart Sponsored Products
Page Type Ads can show
Search results page In grid, bottom of page
carousel
Product pages Carousels- mid and
bottom of page
Browse pages In grid (mid), bottom of
page carousel
Topic pages Bottom of page carousel
Category pages Middle of page carousel
Browse page example

10. @ebkendo
• Not self service
• Buy Box Banner
• Search Brand
Amplifier
• And…enterprise
options
Walmart Ad Types – Other
Buy Box Banner example

11. @ebkendo
• 110 million monthly visitors
• Grocery/CPG focus
• Stores!
• On average, 20-30% volume
of Amazon (category
dependent)
• 28,000 sellers on the
marketplace
Walmart – What is the Opportunity?
Cleveland Research Group – 2018 eCommerce Performance Benchmark Consumer Study

12. @ebkendo
Walmart – What is the Reality Today?
Cleveland Research Group – 2018 eCommerce Performance Benchmark Consumer Study

13. @ebkendo
Walmart – What is the Reality Today?
• Despite negative returns on most ad types today, sellers recognize the
need to invest, test and build historical performance.
• We DO see positive returns on sponsored products, but it’s a 4-6 week
minimum ramp time
• Organic results on Walmart.com ARE impacted by advertising
• New sellers and new products can increase sales
• Struggling products can increase visibility
• Seasonal products can take advantage of spikes faster

14. @ebkendo
Amazon Attribution Beta

15. @ebkendo
Allows for reporting of both orders
and revenue for traffic originating off
of Amazon and that converts on
Amazon.
Paid search, social, CRM/Email,
programmatic
Amazon Attribution Beta

16. @ebkendo
• Need to be selling on Amazon – Vendor, US, UK
• Some brand registered 3rd party sellers are being allowed
• Have to apply to get in
• Tracking can be down to the keyword level with no
minimum volume requirements
Amazon Attribution Beta

17. @ebkendo
• Create unique tracking templates
for order and line items
• Metrics: CTR, impressions, detail
page views, add to cart, purchases
and total sales
Amazon Attribution Beta

18. @ebkendo
• The average is 20-30% of cross over that we’re seeing originate with
paid search, social, email, etc. that later converts on Amazon
• LOTS of factors at play though:
• Where/how much the vendor advertises
• Category
• Cleanliness of tagging set up/tie to campaigns
• Other conversion points available (like a .com or not)
Amazon Attribution Beta – So Far

19. @ebkendo
Amazon
DSP

20. @ebkendo
• Amazon Owned & Operated (sites and apps)
• IMDBtv, Fire, Audible
• 3rd party ad exchange partners
• Endemic AND Non-Endemic to Amazon
• (i.e. you don’t have to be selling on Amazon)
• 182 million monthly visitors in the US
Amazon Demand-Side Platform –
You’ll Want to Pay Attention to This
https://advertising.amazon.com/products/display-ads

21. @ebkendo
Amazon DSP – Where it Fits
Image Source: Tinuiti

22. @ebkendo
Amazon DSP – Unique Segments

23. @ebkendo
• Over 70% of purchases attributed to
Amazon DSP were new to brand
• New = not previously purchased that brand in
the last year
• Approaching saturation with Facebook
yet?
Amazon DSP – New to Brand
Image Source: Tinuiti

24. @ebkendo
• Amazon owned & operated sites
accounted for almost 75% of DSP
purchases in Q3 2019
• This conversion rate is…
Amazon DSP – Conversions
Image Source: Tinuiti

25. @ebkendo
• Managed –Amazon – minimum budget about $35k
• Self-Service – you’ll need a partner – but a more varied budget that
is set with the partner
• Check out the dynamic ad unit targeting in-market audiences (most
similar to dynamic options on Google)
in-market = last 30 days
Amazon DSP – Getting Started

26. @ebkendo
• First auction price
• It’s still programmatic*
• Potential overlap with other exchanges
• Dynamic ads have the CTA overlaid by Amazon – no choice on
what, what was used – just overall performance of creative size and
version
• Expect $4-$6 CPM, category dependent
• Needs 3-6 weeks min to really get going
Amazon DSP – Cons

27. @ebkendo
• Remember, this uses Amazon’s 1st party data
• Load up your own 1st party data (i.e. email unsubscribes)
• Re-targeting options!
• The ROAS has definitely gotten my attention
What’s Next?
Over 7 billion hours were streamed through Fire TV and Fire Stick in Q4
2018…
Amazon DSP – Performance
Source: Amazon Advertising

28. @ebkendo
Connected TV– Where are People Going to Be?

29. @ebkendo
• Amazon Attribution sign up page
• Tinuiti’s 3rd Qtr. Amazon Benchmark Report
• Search Engine Journal Amazon DSP article (by me)
• Amazon’s approved 3rd party providers
Resources

30. @ebkendo
Share these #SMXInsights on your social channels!
• Walmart Media Group Advertising
• Keep an eye on it – especially for CPG/grocery
• Amazon Attribution Beta
• So, how much exactly converted ON Amazon and not on your site?
• Amazon DSP
• You want to add this to your programmatic mix

31. @ebkendo