When you think of Amazon, you probably think eCommerce. With more than twenty years helping millions of customers find, discover and buy the products they want, that’s understandable. In Caleb Hill’s Beyond Retail discussion, we will look at how Amazon innovation launched Amazon Media Group, or AMG, our advertising arm. At AMG, we focus on developing new and exciting innovations that delight our shoppers and advertisers alike.  Please join us to learn more about how we innovate across Amazon, as well as engaging ways to grow your brand’s presence and reach customers. Speaker: Caleb Hill, Advertising Sales Director, UK & Spain

1. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Caleb Hill, Director, Advertising Business, UK & Spain
31st October, 2017
Retail and Beyond: Advertising with Amazon

3. Retail has changed

4. The linear
customer journey

7. Shelf space was the battleground
where the largest brands won
the last mile conversion

8. The Internet enabled search and e-commerce

9. All brands have equal opportunity
There is now an infinite online shelf

10. Adapt or…
A New Marketing Challenge

11. Fight them…
You’re probably fighting the future
Embrace them…
And you have a tailwind
When trends emerge, businesses have a choice:
Jeff Bezos, 2016 Shareholder Letter

12. ..and consumer expectations are higher
than ever before.
Technology is reinventing consumer experiences
in virtually every industry…

13. Amazon starts with the
customer and works
backward.
Amazon retains top spot for satisfied
customers – 4th year in a row!
12th July 2017

15. Connected TV Mobile and Tablet
Amazon Go
Live TV Partnerships Original Content
Automotive
What’s next for customers?
Voice Services
Providing consumers
with easier
access to more
selection of
products and services
at lower prices
Amazon Fresh Pickup

16. Beyond Retail Sales

17. We delight our customers by working with brands to build engaging experiences and relevant offers.
What is Amazon Advertising?

18. 34%
of US Millennials will
use a voice-enabled
service in 20175
VOICE
82% of
digital
consumers say
they search for
and read reviews
and ratings prior
to purchase
SEARCH
Amazon is the 4th most
visited mobile property,
reaching 77% of the
total smartphone and tablet
universe2
MOBILE
Source: (1) Feedvisor - United States, 2016 (2) comScore, July 2016 (#4 ranking and 77% includes mobile web & app on phones and tablets) (3) YouGov, “Online Reviews,” May’2016 (4)
Anatomy Media, “The Young and the Brandless,” Jun’17 (35) eMarketer, Apr’17 (4) Forrester Data, Web-Influenced Retail Sales Forecast, 2015-2020 (US)
VIDEO
71%
of digital Millennials claim
to watch TV content via
digital and OTT streaming
devices4
SOCIAL
34%
of digital consumers
say they ”always”
read reviews and
ratings before buying3
5 key trends every marketer should know

19. Define marketing objectives

20. Main Objective Build Awareness
Drive Consideration
Drive Purchase
Build Loyalty
Target Audience Success Metrics
Reach & Frequency
Page views
Purchases &
Return on spend
Subscribe-and-
Save

21. National
Advertising
Branding orientated, targeting wider
audiences & consumers (incl video)
Amazon
Event/Specific
Sales Bursts
Capitalizing on high sales traffic days/
occasions
(consumer & buyer audiences)
Always-on Base-line
Display
incl. Test and learn
Focused on converting latent (low-
hanging) demand, within category.
Always-on Search Convert active product searches
Retail Merchandising
Convert in-category browsing (n/a)
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Putting it into practice
Building from base up Activity Goal
Scale

22. Find your audience

23. Enthusiast segments
Shopper segments

24. Targeting
Advertising Audiences
Reach EXISTING customers Reach LOOKALIKE customers Reach NEW customers

25. Seize the moments

28. Wrapped Amazon Lockers

29. Online media to drive awareness

30. CustomLandingPage
Exclusive content on custom landing page

31. Social media campaign

32. CustomWinnersLandingPage
Winner tweets

34. Branding | Philadelphia cream cheese case study
Reach of 13M+
unique users in
the UK over 6
weeks
Increased
brand
favourability
from 76% to
87%
Increased
purchase
intent from
69% to 85%
Challenge: Shift customer perceptions for the Philadelphia brand of over 75 years
Solution: Associate the brand to innovation through the use of an Alexa skill shortly
after the UK Amazon Echo release
Results: Increases in favour and purchase intent over 10x the benchmarks for CPG
Purchase Intent
Reach
Brand
Favourability
We wanted to reach as many people as
possible when they are about to cook,
delivering engaging content within the right
context... Amazon is best placed to
influence users through that entire
[shopping] journey, from awareness to
downloads, and eventually purchase.
Jack Rosevear – Global strategy partner at
Carat
”

36. Campaign
elements
Custom landing page
Mercedes-Benz | TV case study
Source: Amazon Internal, 2016
Unique
Reach premium audiences
e.g.
Mercedes-Benz owners,
Golf enthusiasts,
Overseas travellers (Asia,
Australia)
Generate awareness for
Mercedes’ line of compact
cars through “custom”
video storytelling
Addressable TV