The Future of Marketing is a monthly content series by Amazon Ads exploring martech, shopper insights and consumer trends.
Many believe Amazon is only a place where you order books, electronics, clothes – almost anything you can imagine – and it arrives fast, neatly packaged and ready to use.
And while Amazon does that, it also does a whole lot more.
It offers the latest movies on Prime Video. It’s streaming on Twitch. It’s listening to top playlists on Amazon Music and engaging through voice with Alexa enabled devices.
Amazon is seamlessly woven into customers’ everyday lives, and reflects how the entertainment landscape has shifted dramatically. Customers are increasingly engaging with multiple channels throughout their daily routines, and brands are having to adapt to reach new audiences where they are choosing to spend their time.
Amazon Ads offers marketers solutions to help navigate this new world with a suite of omnichannel solutions that help brands reach audiences, right where they are.
A 2022 study conducted by Vividata in Canada found that 58% of customers pay attention to ads in at least one form of media, while 36% both pay attention to ads and use them to help guide their purchase decisions. Brands need to be in tune with their audiences’ wants and needs, and deliver messages in the moments when they are most receptive to them.
The most successful advertising campaigns connect with customers through multiple channels, and display ads remain an integral component of any integrated marketing plan. Marketers can engage shoppers on and off Amazon through a range of solutions including its demand-side platform, Amazon DSP, that enables advertisers to programmatically buy display and video ads.
Through Amazon DSP, brands are able to reach audiences on Amazon sites, apps and devices – such as IMDb, Goodreads, Amazon.ca and Fire TV, for example – as well as through Amazon Publisher Services and third-party exchanges to help them be present right where their audience is.
Research from eMarketer predicts the number of viewers in Canada accessing connected TV will exceed 25 million in 2023. Amazon offers customers a range of premium streaming services across Twitch, Fire TV and select Prime Video Channels, providing brands with the opportunity to connect to this growing audience alongside the content they love.
With 150 million devices sold globally, Fire TV provides simple and fast access to sports, movies and TV shows. This gives advertisers an opportunity to reach customers as they browse and discover new content.
Interactive livestreaming service Twitch has over 2.5 million people on average tuning in at any given moment. Given that nearly 75% of Twitch viewers are aged 16 to 34, it can help brands reach younger audiences in an engaging environment. Due to Twitch’s social video features, its strong community, influencers, and hard-to-reach millennial cord-cutters, brands work with Amazon’s Custom Solutions team for unique activations that can’t be replicated on other services.
As we move towards a cookie-less world, many advertisers are looking for more transparency and flexibility in understanding how their marketing performs across the entire customer journey. This is why Amazon Ads offers Amazon Marketing Cloud (AMC), the primary analytics engine within its AdTech suite that helps advertisers achieve a greater level of sophistication in the planning, measurement and optimization of their media investments.
Built on Amazon Web Services (AWS), AMC is a secure, privacy-safe, and holistic clean room solution designed to help brands uncover new insights and maximize marketing performance. AMC allows clients to tap into the rich signals from Amazon, putting them in the driver’s seat to define measurement objectives, run custom queries, and generate aggregated and anonymous outputs.
It’s a common misconception that marketers have to sell their products on Amazon in order to use Amazon Ads. Brands from any category can benefit from the product suite Amazon Ads offers, as illustrated by how automobile manufacturer Mitsubishi Motors was able to meet its marketing goals using Amazon Ads solutions.
Mitsubishi Eclipse Cross
Last year, Mitsubishi worked with Amazon Ads on a marketing strategy to help drive awareness and favourability for the launch of the 2022 compact SUVs Outlander and Eclipse Cross.
Mitsubishi launched the vehicles using French and English placements across Amazon DSP, Fire TV, Twitch and Goodreads – including a homepage takeover on Amazon.ca.
While auto brands don’t sell cars in Amazon’s store, Amazon Ads can still be an effective way of reaching auto shoppers, especially given that Canadian auto shoppers consume online media types more than offline, according to a 2021 Amazon survey. Using Amazon’s first-party signals, Mitsubishi was able to reach audiences in various life stages, including families, sports fans, gamers, book readers and travellers.
Mike Zablocki, former manager of digital marketing for Mitsubishi Motors Canada, said, “Our ability to reach each of our desired audiences across different placements was critical to the ultimate success of the campaign. We saw different levels of engagement with different ads across each platform and were able to adjust our campaign tactics to ensure the messaging across each platform collectively delivered the highest-possible return on awareness and favourability.”
As a result of the campaign, Mitsubishi saw an 8.9% increase in aided brand awareness and a 5% lift in brand favourability among auto shoppers for the 2022 Outlander. Additionally, the brand favourability for the Eclipse Cross nearly tripled, with a 2.8x higher lift than auto category norms.
Whether it’s creators streaming on Twitch, viewers on Fire TV, or readers on Goodreads, Amazon Ads is geared to enable brands to tell their stories across its range of solutions, fitting seamlessly into a customer’s day.
Cross-media possibilities represent just a few of the ways Amazon Ads is enabling brands to deliver relevant, insight-driven creative experiences where their audiences are, and when they are most receptive.
For more information on how Amazon Ads solutions can help you with your advertising and marketing, visit their website
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