Make Amazon Part of Your Advertising Strategy
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E-commerce sites have become an essential stop on the customer journey, as important for product discovery and comparison as they are for purchasing. As an advertiser, if you aren’t considering e-commerce as a channel, you could be missing a huge opportunity. Learn more about the value of this new channel, including how Amazon is making this happen and come away with actionable insights, including: · What is the opportunity for brands in e-commerce advertising? · How does consumer behavior change on e-commerce sites? · How can e-commerce fit with your search and social ad programs?
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Make Amazon Part of Your Advertising Strategy
- 1. Search, Social & Now E-Commerce? Why Amazon Should Be Part of Your Advertising Strategy December, 2017
- 2. Oren Stern, General Manager - E- Commerce Solutions
- 3. A New Era in E-Commerce
- 4. Online Advertising Is The New Storefront
- 5. A New Shopping Experience
- 6. Confidential and Proprietary Information Discovery Across New Channels Confidential and Proprietary Information
- 7. Search Ads
- 8. Social, Graphics & Visual Ads
- 10. The Bigger Picture: E-Commerce Is The New Channel
- 11. Meeting Consumers At Intent and Engagement
- 12. The Amazon Opportunity What is Amazon? ● A marketplace? ● Retail and content company? ● Digital ad powerhouse?
- 13. Amazon Fun Facts Food for thought: Amazon Earns more Digital Ad Revenue than some social ad destinations! $3.19B 2019 Amazon Digital Ad Revenue expected in 2019 $1.65B 2017 Amazon Digital Ad Revenue expected in 2017 Source: Amazon Advertising, Reconsidering the Retail Platform, eMarketer, October 2017
- 14. 72% Use Amazon to research information prior to purchase 52% Look on Amazon before any other online site 51% Check prices & compare products
- 15. Amazon Marketing Services Amazon Marketing Services Ad Types: ● Sponsored Ads ● Headline Search Ads ● Product DIsplay Ads
- 16. The Power of Amazon Marketing Services Amazon Marketing Services only promotes ads and products it expects to be profitable.
- 17. The New Place For Product Research
- 18. The Opportunity For Advertisers “The Greatest Reach of Any Online Retailer in the US” 183M Amazon’s Monthly Unique Visitors Source: Amazon Advertising, Reconsidering the Retail Platform,
- 19. At Kenshoo, We Orchestrate Advertising For The World’s Leading Media Platforms Confidential and Proprietary Information
- 20. Intent Engagement We Can Disrupt the Market Together E-COMMERCE INTERACTIONINTENT
- 21. Create, manage and optimize Amazon product campaigns with ease, efficiency and scale with the full power of Kenshoo.
- 22. Using Kenshoo E-Commerce gives their team 3X time savings A CASE STUDY GOALS IN E-COMMERCE FOR CPG +28% +13% -32% -23% ROI • Drive increased brand awareness • Optimize keywords & campaigns at scale • Promote product sales CVR APPROACH Kenshoo E-Commerce - Group by ASIN - 1,7,14 Day CVR Windows - Budget Pacing - Product Eligibility Insights CPA CPC
- 23. Video & Visual Discovery The Power Behind Search, Social and now E-Commerce
- 24. Questions?
- 25. Thank You!
Hinweis der Redaktion
- [IR Rep]: Hi Everyone, good morning/afternoon! We’re glad to have you all here with us today. [IR Rep]: Leading the conversation is Oren Stern, GM of E-Commerce Marketing at Kenshoo. He will talk to you about how ecommerce sites, such as Amazon, have become an essential stop on the customer journey, as important for product discovery and comparison as they are for purchasing, the true value of this new channel, including how Amazon makes this happen. As an advertiser, if you aren’t considering ecommerce as a channel, you could be missing a huge opportunity.
- [Oren]: We all know what our shopping experience used to be like. You walked down the street and if you saw something nice in the window you went in. Advertising was broadcast to all and was hard to measure. Today, the landscape looks a lot different.
- [Oren]: With the rapid rise of this new channel, E-Commerce, a brand or retailer’s website has essentially become the new storefront to showcase and advertise products.
- [Oren]: This reality of the “new digital storefront” has given way to a brand new shopping experience for consumers that’s exciting, but difficult for advertisers to navigate. It may be difficult, but it’s a world of rich shopping experiences - one where discovering new products and offerings can happen anywhere, anytime, and can be specifically tailored to your context and needs. All your shopping preferences, likes and dislikes, sentiments and emotions are all shared for everyone to see.
- [Oren]: There’s immense product discovery happening across multiple channels, and the experience is increasingly personalized to the consumer. Also, the “consumer journey” is no longer linear in this channel - consumers jump from platform to platform, social media site to retailer site, on the hunt for products, or just making impulsive purchases on the go.
- [Oren]: For example, we have product listing and text ads in Search as a native, engaging format where consumers can find and discover products quickly with just a few search terms..
- [Oren]: And Facebook, Pinterest and other social platforms are no different. As consumers discover, consider, and engage with products in this graphic and visual space, the ads shown are native, engaging, and truly personalized to meet the need of the user.
- [Oren]: In addition to search ads for discovery, social for consideration, engagement and sharing, our online shopping experience has become ever so immersive with voice activated platforms at many stages in the consumer journey. This makes advertising products even more difficult in an increasingly difficult and noisy world (Alexa, Siri, Cortana, Google Assistant), and with the creation of new shopping avenues, comes a highly tailored experience for the consumer. In this new era, finding that idea for a birthday gift or a home improvement project is always at your fingertips.
- [Oren]: With all these platforms and changes in the market, it’s hard to deny that E-Commerce is now a native advertising channel next to Search and Social that can’t be ignored. While Amazon is at the heart of this experience, it isn’t the only player in this channel that advertisers need to pay attention to. There’s Walmart and Jet.com, eBay, Best Buy, Target and more, all of which are planning for and thinking about how to better focus product advertising efforts and build this channel into a viable, solid outlet for brands to rely on to deliver results.
- [Oren]: All of this truly proves that it’s more important than ever to be present online in multiple areas, and that online advertising is now your digital storefront. This is where brands must showcase and advertise products to truly see success. E-Commerce as a channel provides the perfect storm where consumer intent and engagement intersect. Brands now have a platform to both engage their consumers at the point of purchase and throughout the purchase cycle. You don’t need to guess what the consumer wants, they tell you exactly what that is, you just need to make sure to effectively engage. Its also a pretty busy world, so you have to be able to rise above the noise.
- [Oren]: All the media outlets and emerging ad destinations are very important and are proven to engage with consumers at a more meaningful level than the old days of blanket advertising. We’ve talked about the emergence of e-commerce and how it’s affecting product advertising, producing a new advertising channel, and how important it is for brands to be present and active in this new digital storefront. [Oren]: While E-Commerce is taking over, the major player here is Amazon, and Amazon is a major opportunity for brands. It’s a marketplace, it’s a retail and content company, and it’s becoming the next digital advertising powerhouse - quickly proving itself as a concrete avenue for product ads that really resonate with consumers. ——— references for figures on slide ——— http://totalaccess.emarketer.com/reports/viewer.aspx?R=2002141&ecid=dfda7bcd4b86471fba0d362c1f4a962e ^Amazon Advertising Stat Pack 2017, eMarketer
- [Oren]: Amazon has a massive digital ad business, that’s quickly growing. It’s projected to hit $1.65B in digital ad revenue this year (2017), has 2 of the leading DSPs in US, and has ad properties both on and off Amazon.com that is powered by their own customer data - proven to boost sales. As food for thought, Amazon now is earning more digital ad revenue than some social ad destinations, and that ad revenue is expected to rise to $3.19B in 2019! [Oren]: Exponential growth is only caused by increased shopper behavior. As more people shop on Amazon than any other site, it’s becoming clear Amazon is such a powerhouse because shoppers that are active here are engaged and ready to buy. ——— references for figures on slide ——— http://totalaccess.emarketer.com/reports/viewer.aspx?R=2002141&ecid=dfda7bcd4b86471fba0d362c1f4a962e ^Amazon Advertising stat pack from emarketer
- Approved.
- [Oren]: Within Amazon advertising there are a few different ad destinations that are taking center stage, There’s Amazon Media Group (AMG), Amazon Advertising Platform (AAP) and Amazon Marketing Services (AMS). The one we’ll focus most of our time on today is Amazon Marketing Services, or “AMS”. AMS has 3 ad types - Sponsored Products, Headline Search Ads and Product Display Ads. ——— references for figures on slide ——— http://totalaccess.emarketer.com/reports/viewer.aspx?R=2002141&ecid=dfda7bcd4b86471fba0d362c1f4a962e ^Amazon Advertising stat pack from emarketer
- [Oren]: Of the three ad types, 2 in AMS are bought on a CPC basis, and are keyword targeted - appearing on a product-focused search results page, while the 3rd is triggered by intent, almost display-like on the product detail pages either as competitive advertising or complementary products based on consumer clicks and actions. While these ad formats function similarly to Search advertising, they are very different - and powerful because of a few reasons: The terms consumers use to look for products are completely different from a regular search query on a search engine. These terms are more specific, since shoppers are looking to quickly discover, research, consider the products they are looking to buy. Amazon is conversion-focused as a platform. So if the product being linked to doesn’t perform well, it becomes ineligible to show - advertisers can’t simply buy an ad type - every product attribute must correspond to encouraging a conversion - including competitive pricing, out of stock and more. If attributes are not “buttoned up”, Amazon will not show the product at all, and a brand’s performance will suffer. ——— references for figures on slide ——— http://totalaccess.emarketer.com/reports/viewer.aspx?R=2002141&ecid=dfda7bcd4b86471fba0d362c1f4a962e ^Amazon Advertising stat pack from emarketer
- [Oren]: All in all, the reason for the popularity of AMS and its ad types is because of how well they work for brands, and because Amazon has become an important stop for consumers’ product research - not just to purchase. These “search ads” on Amazon are even more likely to drive sales, because shoppers are in shopping mode - discovering, comparing, considering, and - most times on Amazon, a purchase is just a click or two away. ——— references for figures on slide ——— http://totalaccess.emarketer.com/reports/viewer.aspx?R=2002141&ecid=dfda7bcd4b86471fba0d362c1f4a962e ^Amazon Advertising stat pack from emarketer
- [Oren]: Everything that Amazon is doing with its advertising business -- the ad platforms, the large database of customer shopping habits, their massive audience and hyper-engaged consumers, shows that Amazon provides a true opportunity for marketers to really meet their shoppers at that crucial point of intent and engagement. With its 183M monthly visitors, Amazon is unavoidable in the world of E-Commerce, leading the way in carving out the E-Commerce channel that we at Kenshoo believe is set to become the “third pillar” in digital marketing - alongside Search and Social. ——— references for figures on slide ——— http://totalaccess.emarketer.com/reports/viewer.aspx?R=2002141&ecid=dfda7bcd4b86471fba0d362c1f4a962e ^Amazon Advertising stat pack from emarketer
- [Oren]: Here at Kenshoo, we invest a lot of time and effort into truly understanding the platforms we work in, as we feel this provides the best experience and results for our clients. We orchestrate advertising for the world’s leading media platforms, including companies such as Pinterest, Facebook, Google, Amazon, and more. These platforms have the most significant audiences, and the most powerful digital advertising formats such as search ads, social ads, and product or e-commerce ads. [Oren]: Kenshoo activates these media platforms and orchestrates campaigns to accelerate team effectiveness and increase business impact. We are specialists, building SaaS technology to help your own team increase business impact. We invest 20% of our revenue back into product R+D, where we’re always looking for new ways to find leverage for the many opportunities that this dynamic industry produces [Oren]: In addition we’ve created a rich ecosystem of over 100 partners to make sure that you have flexibility to integrate Kenshoo into legacy or new best-of-breed solutions. And we also provide transitional and strategic services from our research and advertising specialists, to accelerate success and grow expertise within your in-house team. Together, we bring together the best in digital advertising with technologies to make your own team agile and effective.
- Needs to be the normal Kenshoo logo in the middle not the e-comm one.
- [Oren]: Kenshoo E-Commerce today provides clients with detailed Insights, comprehensive campaign management and sophisticated optimization tools for Amazon advertising. Within these key capabilities, Kenshoo solves for product-focused needs in the Amazon Marketing Services platform. [Oren]: We know that advertising in e-commerce is not just about campaigns or ads - it's really about the product - understanding which products perform the best and which product attributes affect performance the most. [Oren]: At Kenshoo, we consider ourselves leaders in E-Commerce and product advertising and act as a strategic partner with the right platform and expertise to help brands navigate and strategically advertise products in order to make the most of ad dollars.
- With bulk changes, optimization is much easier and managing product activity is quick & efficient! Saving the team 3X more time to make strategic business decisions and actually monitor product activity…
- This slide needs designing. Customer logos for now: OMD Mindshare Reprise Media Chacka Marketing Levi’s Avery Kraft Heinz Intel Phillips iCrossing
- [Adweek rep]: Thank you, Oren, Brad and Caroline for today’s conversation. Now, I’d like to open the floor to questions, anyone in the audience have any burning questions for our presenters? Three leading questions: Question 1 Question 2 Question 3
- [Adweek Rep]: Thank you, again to everyone for joining us today...