February '23 Roundup
This February’s roundup features... ?
?? A look at 2023 so far. Has it been as bad/good as we thought? (Hint: it’s a bit better)??
?? 3 Case Studies to inspire you: a story of rapid growth, another about testing and learning with STV, and the last showcasing big wins for a brand expanding into the EU.??
?? A look at Amazon’s ad revenue growth YoY compared to Meta.??
??? 3 brand-building reminders to help you focus on the essentials.???
And more updates you might have missed the first time around, all packed with love.??
Let's get GO-ing...
Anne Fishkin , an Account Executive with Amazon Ads, shared a great example of how a brand can build an STV campaign designed to test, learn, and optimize creatives.??
“The creative that highlighted nutribullet’s core value proposition was ranked 16% higher by respondents on brand association. Their Amazon Streaming TV campaign that featured this creative messaging helped drive a 26% increase in branded search rate versus campaigns with the creative featuring the broader product line.”?
While Amazon's ad tools lead the pack with their reach, brands shouldn't overlook media vehicles from other e-commerce platforms. Check out the post from the GO team showcasing how media tools across Instacart, Walmart Connect, and Roundel help drive the flywheel.
彭博资讯 published a piece from Spencer Soper on Amazon’s year-over-year increase in fees and how it’s impacting businesses.??
“For the first time, Amazon’s average cut of each sale surpassed 50% in 2022, according to a study by Marketplace Pulse, which sampled seller transactions going back to 2016.?
The research firm calculated the total cost of selling on Amazon by tallying the commission on each sale, fees for warehouse storage, packing and delivery, as well as money spent to advertise on a site where hundreds of millions of products jostle for attention. Paying Amazon for logistics services and advertising is optional, but most merchants consider these a necessary part of doing business.”?
The article is a great reminder that true profitability requires a careful eye on all areas that can erode your margin. From operations, logistics, and fulfillment to obvious investments into advertising tactics and ad products, all associated fees and costs can add up quickly along the way. That’s why having a full-service agency like Global Overview representing all the discipline areas of an e-commerce business will position your brand to get the best use of every dollar invested.?
领英推荐
Instacart shared a look back at the top grocery retail innovations in 2022 and shared what they are most excited about in the year ahead. Here’s a peek:?
Retail Innovation #1: Unifying both online and in-store commerce experiences.??
Retail Innovation #2: Expanding fulfillment options to deliver both speed and efficiency.?
Retail Innovation #3: Competing with food service businesses across the entire meals spectrum.??
CNBC published an article by Jonathan Vanian about the rise of Amazon’s ad business, compared to Facebook’s decline. Vanian also included an interesting survey about where brands are intending to spend their ad dollars.??
“Investment bank Cowen noted in a recent survey of ad buyers that ‘Amazon was the most popular survey response when we asked respondents which ad platform outside of GOOG / FB properties could emerge or is emerging as a meaningful part of buyers’ Digital ad spend, ahead of TikTok.’?
The survey indicated that there continues to be ‘broad interest among advertisers’ to grow their Amazon budgets in 2023, with 54% of surveyed Amazon advertisers saying they are planning to spend more this year than last.”?
So far, the winners in 2023 are investing in more than just Amazon PPC traffic.??
“Our brands felt a lot of pressure due to economic factors as they walked into January, but their performances not only met but exceeded goals. We have been able to drive high engagement and conversion across our brands and across multiple categories (HPC, Baby, Pet, Hardlines & Softlines) by leveraging Amazon advertising tools. Brands who did not just rely on Amazon PPC traffic but also leveraged DSP and STV are seeing the most impactful growth.” - Beth Wall , GO’s VP of Customer Marketing & Sales??
Think beyond the in-market consumer.??
“2023 is setting up to be the year brands think beyond the in-market consumer at scale. Measurement tools such as Amazon Marketing Cloud and ad products like Streaming TV are enabling brands to reach consumers and measure results at multiple touchpoints in the shopping journey. Amazon Advertising now provides the tools to understand how lower funnel outcomes truly and precisely are being influenced by upper funnel investments.” - Cody Tusberg , GO’s VP of Partner Marketing?
Without a “north star”, new tools and new technology will only lead to new distractions.??
“The Amazon landscape is continually evolving, with interesting new features and data surrounding consumer behavior and shopping. Separating the interesting from the useful is a full-time focus, having the right partner to augment our client’s internal capabilities is GO’s primary objective.” - Chris Goggin , VP of Technology, Data & Engineering?
The struggles of 2023 are already coming to life. Whether they are organizational, market-related, mental, physical, societal, or philosophical, we’re all facing something. This month’s challenge is a response to those struggles—whatever they may be—from one of the greatest athletes of all time. We hope it gives you a boost of courage to help meet those struggles head-on.?
“The battles that count aren’t the ones for gold medals. The struggles within yourself—the invisible, inevitable battles inside all of us—that’s where it’s at.” - Jessie Owens?
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