September 12, 2023
August 5, 2022
Amazon gets a lot of advertising revenue from brands that sell on the platform – probably more than $9bn of the $10.1bn total ad revenue.
But a key focus for the growth at the company is bringing on new advertisers that are not selling on the platform – “non-endemic” advertisers as they are known.
Categories such as auto, finance, entertainment (concerts etc), luxury, travel and telecommunications.
So why would advertisers use Amazon for these brands versus perhaps Facebook or Google/Youtube?
Simple answer: The Data.
Amazon knows a lot about out shopping behavior but also about our broader profile.
If you were selling cars, would Amazon be at the top of your publisher list? Probably not.
But if you think about it – Amazon is the perfect partner to leverage data and support with creative and impactful executions. And more than likely your competitors won’t be there in a meaningful way.
In terms of auto data, Amazon has over 40% of the cars in the US registered to a user – make, model and more details. They have over 50,000 reviews on thousands of models. And by knowing your home address they know if you live in the mountains, inner city or perhaps country. Through gift/marriage/baby registries they know about key lifestage changes (and suddenly ordering baby formula and diapers is also a giveaway). On top of this they know my spend profile and household income (courtesy of Experian partnership).
And the formats you can use to reach your ideal customer range from streaming video, to OTT, to display, to a “digital showroom” presence, arranged test drives, direct mailers, branded boxes and bags, to name a few. No doubt augmented reality on the boxes or perhaps in their growing physical footprint will appear soon.
For finance, say you’re trying to market a new creditcard, again you probably don’t have Amazon as top of mind. But in addition to all the behavioral, lifestage and household data Amazon knows what credit card you use to purchase, when you last changed it, whether it’s focus is on points/miles or low interest. Coupled with detailed spend data and leveraging the multitude of ad executions Amazon should be high on the consideration list.
Travel is a category you wouldn’t think of using Amazon for – after all, the digital marketplace environment alone isn’t conducive to a sense of relaxation and beautiful imagery. However, when you think about it, Amazon knows whether I’ve bought travel goods (guide books, language books, suitcases, neck pillows) and my current location around the world including airports.
And they’re adapting the platform itself to build new features for the travel category. Amazon is adding flight bookings to its growing list of services in India, partnering with Indian travel website Cleartrip. Indian users can now book domestic flights through its website or mobile app and it’s enabled through Amazon Pay.
So whether you’re selling on Amazon or not, there is definitely a role for Amazon and Podean is uniquely equipped to create a holistic strategy where other “Amazon agencies” purely specialize in search.
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September 12, 2023
September 12, 2023
August 5, 2022
Emily…
James comes to Podean with a wealth of marketplace knowledge having worked at Amazon Corporate for 5+ years. He worked in many different roles and groups during his time there from Seller Support to Vendor Management. From recruiting and onboarding 3P sellers to new categories, handling highly escalated executive level contacts, and managing vendor relationships he brings an inside understanding of how Amazon works. James is passionate about online retail and brings a client and customer centered approach as the Head of US Retail Operations. Before his e-commerce focused life, James worked across industries that have always focused and delivered results in customer service, account management, and inventory management.
With more than 15 years of experience Alejandro has led some of the most edgy projects in the LATAM region and has built-up high-performance teams from both agency and brand sides. Working with Havas he put together a Consumer Engagement unit for Pepsi. He led a WPP digital solution for L’Oréal and while working with Mediacom he redesigned Coca-Cola’s media team. Most recently he was a fundamental part of Danone’s media transformation into a brand salience unit. He was born and raised in Mexico City, loves being outdoors, listening to music and spending time with his 7-year-old daughter.
Danielle leads media globally for Podean. She previously led the Amazon and e-commerce division at performance marketing agency, Merkle (part of Dentsu). Danielle has deep expertise across all facets of Amazon advertising – DSP, sponsored ads, audio, out of home and beyond. She has delivered significant growth for some of the world’s largest brands including Nestle, managing tens of millions of advertising spend on their behalf.
Before Podean, Travis Johnson was Founder and President of Dentsu’s Amazon-focused consultancy, Sellwin. Prior joining Dentsu he was Global CEO of Ansible Mobile in New York, and also held CEO positions in Australia for media agencies UM, Initiative and Cadreon. He was an Adweek Media Allstar in 2017 and has won over 50 International Awards across his career.
Maddie leads our client management team and also marketing for Podean. Maddie’s team operates as an extension of our client’s teams – anticipating their needs, thinking proactively, and always delivering on time. Maddie is also responsible for all aspects of Podean marketing, from blogs and email newsletters to PR, content, and advertising.
Lizzy manages the Podean media team across any, and every, media solution offered by Amazon and other marketplaces. Whether it’s search/sponsored ads, DSP display and video, Twitch, audio or activations we have the experts to deliver. Every client that her team has worked on has seen a step-change in media effectiveness and sales versus their previous operations.
Jonathan Hawkins leads Podean’s European operations, working with clients spanning all categories. His team assists brands with every aspect of setup and optimization across the region including supply chain advice, logistics, retail operations, analytics and media management. P Before joining Podean, Hawkins was Commercial Director of Square Up media, owners of media properties including Escapism, Foodism and Square Mile. During his decade at Square Up he led editorial, content and most recently commercialisation and sales with a focus on digital products and ecommerce growth.
We have hand-picked the best and brightest Amazon talent from around the USA and the world. Our delivery team of 6 New York based, and 17 Amazon and marketplace marketing specialists ensure our clients receive the best campaign performance. They are experts in retail management, performance media optimization, but also video, analytics, AMC, voice, creative and higher impact executions.
Ashley has covered all aspects of digital marketing in his career, having led digital media for Initiative Media Australia, then managed a team of cross-functional digital salespeople at Mi9 (MSN) and was most recently the Managing Director of ecommerce conversion optimization software company, Ve. Ashley’s leadership, collaboration skills and entrepreneurial spirit drive the Australian business.
Mark is a 20+ year digital leader and before Podean was EVP at Reprise where he successfully launched IPG’s Amazon Center Of Excellence. Prior to this, Mark led mobile and innovation agency Ansible. Earlier in his career he was the Founder and CEO of Concep, an email and performance marketing agency with offices in the UK, USA and Australia.