Ladi Fagbola, PhD’s Post

TV ads with audience targeting without a minimum budget!!!! #amazonads #retailmedia

A common perception among marketers is that Amazon lacks the sexiness of other advertising channels. However, Kantar's research shows that Amazon consistently ranks as the top platform where shoppers want to see ads, holding this position for two consecutive years. This demonstrates that Amazon Ads is effectively fulfilling the promise of "delighting the customer" 🎉.

Prime Day is upon us, bringing a surge in ad dollars and rising CPCs 🙄 . While we can't control the influx of competition, we can optimize our listings to maximize conversion potential. Make sure your listings feature multiple images 📸, engaging videos 🎥, A+ content ⭐, and plenty of positive reviews 📝. There's little benefit in ramping up ad activity if we can't convert the increased traffic. This issue is compounded when short-term goals hinder long-term investment 😞 . Often, lower funnel budgets are closely tied to sales. If immediate sales don’t materialize, we may need to scale back spending in the following months, which is particularly concerning as we approach Q4 📉. #AmazonAds #RetailMedia #PrimeDay #amazonads #retailmedia #primeday

Huge fan of Down only, incredible to see such strong performance. #amazonads #retailmedia

Most brands primarily focus on the demand capture elements of Amazon Ads. However, an increasing number are asking, "What next?" This includes both newcomers and established household names. Some wonder if they should start driving external traffic to their Amazon listings and stores. Others consider scaling back their spend now that their brand is established, relying on organic search and sales. Between these two options, I tend to favor the first 😂 . But in reality, both approaches are flawed. There are millions of Amazon shoppers who haven't interacted with most brands, especially light category shoppers who only shop 2-3 times a year. Moreover, Amazon's growth is inherent in its flywheel; any downward trend in search, traffic, or click-through rates will result in the brand or listing being doubly penalized by the A9 algorithm. It's tempting to jump into Amazon Ads' top-of-funnel tools with a scattergun approach, hoping for insights, especially when used with Amazon Marketing Cloud (AMC). However, a more effective strategy is data-driven, identifying ideal category entry points and then using top-of-funnel tools in a targeted manner 😎 . This ensures precision targeting while maximising the reach potential of top-of-funnel tools. #amazonads #retailmedia

Amazon's Ad Relevance suggests that the alternative to third-party cookies will be complex and dynamic. At first glance, it may seem like contextual targeting with additional steps. However, considering the volume of first-party data that Amazon's AI can process, we can appreciate the extensive pattern matching that elevates this beyond traditional contextual targeting. Improved addressability also enhances CPM, as increased scale often leads to lower costs. This is particularly beneficial for MinsterFB, where we prioritize maximum viewability. Increased measurable placements will only enhance outcomes for our clients. https://lnkd.in/eNYqbhWv

It seems there's a new commerce or retail media platform announcement every week, all driven by the increasing value of first-party data. This trend is both fascinating and concerning. Leveraging first-party insights will elevate the advertising ecosystem, particularly enhancing digital advertising. However, this shift also accelerates data, campaign, and measurement fragmentation. How do we deduplicate audiences across different platforms? How do we control exposure across these platforms and map the customer journey when data cannot leave the original platforms? Nielsen is already addressing this issue by integrating directly with Amazon’s clean room from their own platform (https://shorturl.at/09Xf6). However, we need stronger integration across the industry with some level of plug-and-play standardisation. Imagine a retail/commerce media aggregator—it sounds crazy 🤣 , but it's not impossible. While Amazon Ads serves as a blueprint for many of these platforms, others are still years, perhaps decades, behind Amazon. Such an aggregator would also put additional pressure on Amazon Ads to improve and implement further best practices for serving advertisers and consumers. Overall, consolidation is essential, centered around clean rooms that keep data siloed while allowing insights to be aggregated 😋 . #retailmedia #amazonads #nielsen

It is so fulfilling to have our people-centered culture publicly acknowledged.

One of the challenges of advertising on Amazon has been understanding the nuances of customer behavior post-ad click. The binary outcome of purchase vs. non-purchase is often too simplistic for sophisticated analysis. That's why I'm thrilled about the new dwell-time and bounce rate data now available for Brand Stores. Driving traffic to your Brand Store has always been an excellent way to engage customers with your brand story in a distraction-free environment. Now, with these additional data points, we can gain deeper insights into the shopper journey, enabling more informed decisions and optimized strategies. #amazonads #retailmedia #amazondsp #amazonppc