6 Tips and Tricks for Leveraging Amazon Advertising in The New Year
In Q1, an increasing number of large and small e-commerce retailers will likely venture into connected TV. Now is the time for brands to plan how they can integrate new channels like Sponsored TV into their advertising strategy.
How can brands effectively add Sponsored TV ads to their existing media mix? For one, be careful to not treat the channel as its own silo. Instead, think about how Sponsored TV ads can fit into your overall strategy. Your advertising campaigns across channels have different purposes but work towards the same overarching goal.
In the same vein, ensure your ads are consistent across channels — your brand’s narrative should resonate consistently across all consumer touchpoints. Maintain a consistent look across channels, whether it’s visuals, calls to action, or other ad elements.
Crafting ad creative can be a significant entry barrier. A helpful tip to avoid hefty agency costs is repurposing existing video content. Remember that Sponsored TV has specific video specs of 15 or 30 seconds, while common display video specs vary from 6 to 45 seconds. Adjusting your video length may be necessary if you opt to repurpose your creative.
Set your expectations accordingly. Treat your streaming budget as you would your marketing dollars; recognize that Sponsored TV ads are a long-term commitment that might not yield immediate ROI. For more performance-oriented goals, consider options like Sponsored Products or Sponsored Brands display ads—they could be your optimal choice.
Explore how to measure your streaming performance best. While campaigns should meet the same overarching goal, the performance metrics for each channel will vary. For instance, impressions and product detail page views are viable metrics for a Sponsored TV campaign. ROAS, on the other hand, does not work well here. Amazon uses a last-touch attribution model, giving the greatest weight to the final touchpoint. Because TV ads often serve as the initial touchpoints in a customer’s journey, they’re less likely to be credited.
Finally, work with a trusted tech partner who understands the nuances of Amazon’s advertising, offering insights on everything from spending levels to anticipated performance, distinguishing between Sponsored TV, Sponsored Brands, and beyond. Moreover, opt for a partner with enhanced reporting capabilities. TV lacks the same measurability as other channels, demanding a wealth of data-driven insights. Notably, Sponsored TV’s reporting may not match the robustness of the DSP, underscoring the importance of a partner who can supplement these gaps with their own data.