GroupM is collaborating with Amazon Ads to introduce creator-led shoppable content to the Amazon advertising suite of services available to its clients. Key features of the ad formats, developed by The Goat Agency, include:
- Off-site DSP amplification: The Goat Agency’s proprietary creator ad format will be enabled across the Amazon DSP in every market where it’s available.
- Sponsored Brands integration: Sponsored Brands, an “above the fold” Amazon.com ad placement, will now feature creator content developed by The Goat Agency, exclusive to clients of GroupM and Goat. This integration will allow creator content and Amazon sponsored ads capabilities to be paired, connecting content and advertising capabilities in retail media.
- Advanced programmatic creative optimization: Insights from campaigns run with Amazon Ads will be used to cyclically inform The Goat Agency’s custom creative and sharpen audience targeting.
- Product Pages & Brand Store Enhancement: Creator content can be uploaded onto Product Pages and Brand Stores, increasing conversion rates and helping to turn Brand Pages on Amazon into “inspiration hubs” for consumers.“The development of this new capability is an important step we’re taking to better connect the creativity and engagement of creator marketing with the scale and sophistication of GroupM Nexus’s commerce capabilities,” said Samantha Bukowski, Global Head of Commerce, GroupM Nexus.
Canoe Ventures has partnered with DIRECTV Advertising and DISH Media to expand its addressable advertising footprint onto satellite. AMC Networks and Warner Bros. Discovery are the launch partners for addressable enablement. AMC Networks is currently selling addressable spots in every hour of its live linear programming and VOD inventory across AMC, WE tv and BBC America.
Redbox has teamed with Illinois-based grocery retailer Jewel-Osco to offer consumers “Pizza and a Movie Night.” Buyers of a Signature Select pizza will receive a code at checkout that can be redeemed for a free movie rental at Redbox kiosks or digitally through the Redbox app.
Fifty-five percent of consumers recall seeing a shoppable ad, and out of those, half have interacted with such an ad, according to data from Samsung Ads and KERV. Other findings include:
- Of the respondents who recall seeing a Shoppable Ad, 54% say they remember seeing the ad on TV and 55% say they recall seeing a Shoppable Ad on their smartphone
- 79% of consumers either scanned the QR code or looked up the product online to find out more information
- 45% either scanned to purchase or bought the product at a later date either in person or on another device from where they saw the ad.
Read the original Cynopsis article here.