12th February 2020
Which Amazon advertising channels should a brand use? What tactics? What should the split be for my budget? How will that differ if I’m launching a product, versus driving consideration, or purchase? What demographics should we focus on? How will the media mix differ if I’m selling clothing, versus baby products, versus CPG products?
Journey™ answers these questions and many more.
Amazon is notoriously guarded with releasing data relating to any aspect of the company, and that spans advertising audience and device information. This can pose a challenge to advertisers, and their agencies, who rely on such data to inform decisions relating to millions of dollars in media spend.
To address this need Podean created Journey™, a proprietary and industry-first Amazon media planning solution.
Mark Power, founder of Podean commented, “Podean is focused on helping clients take advantage of the extensive data, ad opportunities and innovation that Amazon can deliver. Where most agencies focus on retail setup or search tactics we know that to be successful, a holistic marketing approach is required. To complement our decades of experience in building and differentiating brands, we have developed Journey™ to provide the statistical rationale that delivers the optimal Amazon media plan.”
Product architect and Global CEO, Travis Johnson, elaborated on the capabilities of Podean’s Journey™, “Our platform can instantly create customer journeys for a plethora of permutations. Indeed, the platform includes 12 demographic segments, 36 separate Amazon advertising tactics, shopper data for 17 different product categories and 4 campaign marketing objectives. Brands can just name a product and using Journey™, Podean’s team will ensure they’re spending their advertising funds most effectively.”
Journey’s™ data was the result of thousands of 30-minute surveys fielded across the USA. All data is based on claimed behavior meaning the interviewee self-reported whether they are in the market to buy a car, a TV or many other products in the next month. Similarly, the advertising channels are reported and by definition are those that consciously impacted the consumer; rather than (for example) what an ad server may have said they were “exposed” to. Where possible, data was cross-checked and calibrated with publicly available information such as website traffic and known device sales/penetration.
The data will be updated twice per year, and local versions added soon for Podean’s offices in Australia and the UK.
Podean’s data also provides insight into consumer interaction with the breadth of Amazon properties, including the adoption of Amazon devices (What portion of the population has an Echo or Kindle? Which demographics are growing fastest?), awareness of impactful formats (eg. Branded boxes or Fire Tablet ads), and even the adoption of Amazon services (eg. Prime Music or Audible). This data is available to clients and an overview including video is online at www.podean.com/journey-amazon-planning-tool
For enquiries about Journey™ and the underlying data and insights, email contact@podean.com. Interested brands will receive a free report outlining topline insights and opportunities.
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