In this session, our experts discuss how to use performance data from the second biggest ecommerce event of the year—Prime Day—to inform your strategy for the biggest event of the year: the holiday shopping season, most notably Black Friday and Cyber Monday.

1. Conquering Q4: A Holiday Planning
Summit for Marketers
DAY 1 - WEDNESDAY, AUGUST 25TH
Retail Media Madness: A Guide to an Integrated Holiday
Strategy
10-10:30am PT | 1-1:30pm ET
The Walmart Effect: Succeed Here, Succeed Everywhere
10:35-11:20am PT | 1:35-2:20pm ET
Prime Day Data Hold the Answers (but are you asking the
right questions?)
11:25am– 12:10pm PT | 2:25-3:10pm ET
Marketplace Ops: Making Sure You’re all Buttoned Up for Q4
12:15-1pm PT | 3:15-4pm ET
DAY 2 - THURSDAY, AUGUST 26TH
Building New Audiences (and Reactivating Old Ones) Before
the Holiday Season
10-10:30am PT | 1-1:30pm ET
Bringing your Shopping Feed to Life for Q4
10:35-11:20am PT | 1:35-2:20pm ET
Design Matters: Creative that Fuels the Funnel
11:25– 11:55am PT | 2:25-2:55pm ET
From Email to SMS: Overcoming Messaging Saturation
During the Holiday Season
12-12:45pm PT | 3-3:45pm ET
Upping Your Paid Search Conversions in Q4
12:50– 1:35pm PT | 3:50 – 4:35pm ET

2. Prime Day
Data Hold the
Answers
(but are you asking the right
questions?)

3. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by the end of the week
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Submit questions for live Q&A
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Download relevant resources
Log back anytime with same link
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4. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$3B #1 950+
4
*AdAge Best Places to Work 2019-2021

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

6. Our Speakers
JULIA MARYATT
Senior Specialist,
Marketplaces
ANDY TAYLOR
VP, Research

7. Agenda
● Early Holiday Shopping in 2020 - Prime Day
Effect?
● Staying Highly Competitive in 2021
● New Ad Formats Provide Incremental
Opportunities
● Don’t Forget About the DSP!
● Promotional Considerations
7

8. What ad types will you be using this Q4?
● DSP
● Sponsored Display
● Sponsored Brand Videos
● Sponsored Brands
● Sponsored Products
POLL

9. Early Holiday Shopping in
2020 - Prime Day Effect?
9

10. October Prime Day Created a New Q4 Holiday in 2020

11. Ad Click Value Slumped in the Third Week of December
2020
Was demand pulled forward by October Prime Day? Or was it all just shipping fears?

12. Demand Might Outstrip Capacity Once Again

13. Shoppers Still Nervous from 2020 ‘Shipageddon’?
Source: Tinuiti Holiday Shopper Survey

14. What this Means for Advertising
1. Consider front loading Q4 budget in November & the beginning December
2. The third week of December may not yield as much demand as it has in the past
3. Consider the fact that both Black Friday & Cyber Monday are in November this year
Black Friday
Cyber Monday

15. Urgency Still Picked Up in the Runup to Christmas Day

16. What this Means for Advertising
1. Though we expect demand to potentially slow, those still shopping are highly motivated to convert
2. Therefore, it’s important to reserve a portion of your budget during this time for the “last minute” shoppers

17. Staying Highly
Competitive in 2021
17

18. Cyber Weekend Even More Competitive than Prime Day
Last Year

19. Ad Pricing on the Rise Across Ad Formats

20. CPC Explosion Extends Across All Categories

21. CPC Explosion Extends Across All Borders

22. CPC Explosion & Advertising
Boost bids the week leading up to
Cyber Week to build consideration as
people “window shop”
Boost bids again on Thanksgiving or
Black Friday
How much? Leverage Prime
Day Average CPC & Category
data
Lower bids & budgets on Tuesday for
expected declines in Conversion Rate
post event

23. CPC Explosion & Advertising
Be mindful of your bidding strategy to prevent
overspending due to CPC surge.
● Create an action plan for bid increases &
decreases
● Lean on your top converting terms
● Recognize that high volume search terms
will have the greatest lift in CPCs
Especially on Top of Search
placements

24. New Ad Formats Provide
Incremental
Opportunities

25. Sponsored Display = Fastest Growing Format on Prime
Day

26. Sponsored Display
Custom Image - Sponsored Brand
1. Sponsored Display (SD) allows your brand to engage with
shoppers both on & off Amazon
2. Multiple targeting strategies available:
○ Product Targeting
■ Categories
■ Specific ASINs
○ Audience Targeting
■ Views Remarketing
■ Amazon Audiences
● Lifestyle, Interests, In-Market, etc.
3. Up & Coming:
○ Custom Image Beta -- similar to Sponsored Brands
○ Moving from CPC model to CPM
■ Pay per thousand impressions vs per click

27. Video is Now a Crucial Part of Sponsored Brands

28. What this Means for Advertising
● As they grow in popularity, it’s important to not fall behind & add
videos to your strategy
● Both keyword & product targeting opportunities
● There is less inventory for this ad type on the results page, so
expect higher CPCs driven by competition
○ The extra cost is made up by superior CTR and strong
Conversion Rates
● Best Practices:
○ Product focused videos that
○ 10-25 seconds long
○ Text-overlay for key selling points
Video Beta

29. Don’t Forget About the
DSP!

30. Prime Day Insight: Brands Don’t Just Increase DSP ON Big
Days - They Also Target Before and After
- Brands ramped up spend in
advance of Prime Day to
warm up audiences
- Post-event retargeting helped
capture shoppers after Prime
Day ended
- Many brands deploy similar
strategies in the lead up to
big stretches like the Cyber
Five

31. What this Means for Advertising
● Ramp up Awareness/Consideration leading
up to big tentpole events while shoppers
are in the “window shopping” stage
● Follow up with a strong Retargeting
strategy post event, to reel in any shoppers
that didn’t convert the day of
○ Events like Prime Day, Black Friday &
Cyber Monday bring in an
abundance of traffic that refills your
Retargeting audience pool
Consideratio
n
Purchase intent
Purchase
Purch Intent
In-Market & Lifestyle
Retargeting
Awareness
Consideratio
n
Purchase intent
Purchase
experience
Purchase
Awareness
Consideration
Purchase intent
Purchase
Loyalty

32. Off-Amazon Inventory Allows Brands to Stay in Front of
Consumers Across the Web
The DSP allows advertisers to stay in
front of shoppers not only when
they’re on Amazon, but also when
they’re traveling across other websites
Key to staying top of mind with
consumers this holiday shopping
season.

33. Promotional
Considerations

34. Promotions
COUPONS
Definition: High visibility on the search results page with the
coupon badge. Shoppers engage by “clipping” the coupon to
apply discount
Eligibility: Minimum 20% off discount + good reviews
LIGHTNING DEALS
Definition: Limited quantity deals that run for several hours on
the event page
Eligibility: Minimum 20% discount off the lowest price in last
30 days or last year to date
7-DAY DEALS
Definition: Price discounts featured on the event page
that run throughout duration of the event
Eligibility (Sellers only): Minimum 15% discount off
lowest price in last 30 days or last year to date
BEST DEALS
Definition: Limited quantity deals that run for 14 days
on the event page
Eligibility (Vendors only): Minimum 15% off discount
off the lowest price in last 30 days or last year to date

35. Key Dates & Deadlines
Amazon Deadlines
August 3 Holiday promotion submission opens in Seller
Central & Vendor Central
September 17 Deadline to submit 7-Day Deals, Best Deals
& Lightning Deals in Australia & US
October 8 Deadline to submit 7-Day Deals, Best Deals &
Lightning Deals in all other Marketplaces
October 21-Nov 17 Inbound Shipping cutoff for Vendors
- Oct 21: US
- Nov 5: All other Marketplaces
- Nov 14: Japan
- Nov 17: Singapore
October 24-Nov 17 FBA Inventory cutoff for Sellers
- Oct 24: CA & MX
- Nov 3: US
- Nov 5: All other Marketplaces
- Nov 12: Australia
- Nov 14: Japan
- Nov 17: Singapore
Holidays/Tentpole Events
November 3 Culture Day in Japan
November 4 Diwali in India & Singapore
November 23 Labor Thanksgiving Day in Japan
November 25 Thanksgiving Day in the United States
November 26 Black Friday begins this day and ends on Nov 28
November 28 Hanukkah begins and ends on Dec 6
November 29 Cyber Monday begins and coupon submission
close on this day

36. Key Takeaways
Plan out your strategy based on key/tent pole dates,
making note of key differences compared to last
year
Take advantage of all ad types and targeting
capabilities to reach shoppers at all stages
Be smart about promotional strategy - weigh which
deal options make the best sense for your brand

37. Schedule Your
Consultation
with an Amazon
Expert

38. Q&A

39. Register now at tinuiti.com/TLC21

40. Thank you!

41. Conquering Q4: A Holiday
Planning Series for Marketers
DAY 1 - WEDNESDAY, AUGUST 25TH
Retail Media Madness: A Guide to an Integrated Holiday
Strategy
10-10:30am PT | 1-1:30pm ET
The Walmart Effect: Succeed Here, Succeed Everywhere
10:35-11:20am PT | 1:35-2:20pm ET
Prime Day Data Hold the Answers (but are you asking the
right questions?)
11:25am– 12:10pm PT | 2:25-3:10pm ET
Marketplace Ops: Making Sure You’re all Buttoned Up for Q4
12:15-1pm PT | 3:15-4pm ET
DAY 2 - THURSDAY, AUGUST 26TH
Building New Audiences (and Reactivating Old Ones) Before
the Holiday Season
10-10:30am PT | 1-1:30pm ET
Bringing your Shopping Feed to Life for Q4
10:35-11:20am PT | 1:35-2:20pm ET
Design Matters: Creative that Fuels the Funnel
11:25– 11:55am PT | 2:25-2:55pm ET
From Email to SMS: Overcoming Messaging Saturation
During the Holiday Season
12-12:45pm PT | 3-3:45pm ET
Upping Your Paid Search Conversions in Q4
12:50– 1:35pm PT | 3:50 – 4:35pm ET