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Don’t waste another dime on bloated channel reporting and vanity metrics.
Don’t waste another dime on bloated channel reporting and vanity metrics.
In Amazon's clean room, advertisers just got access to signals from an additional ad type.
Amazon Marketing Cloud is adding new signals from Sponsored Brands for advertisers seeking to gain insights that sharpen their media strategy on America’s largest ecommerce platform, and beyond.
Amazon Marketing Cloud, also known as AMC, is Amazon’s privacy-safe data clean room solution. This is a cloud-based space where advertisers can perform analytics across different signals, including those off Amazon, without having to share identifying data about customers or their business.
AMC announced that it will now feature Sponsored Brands signals, which provide data from Amazon’s customizable CPC ads that feature a brand logo and multiple products. Amazon will provide engagement and conversion signals for this ad type.
This addition will allow advertisers to more holistically measure impact of sponsored ad investments, perform cross-media attribution and gain a more thorough understanding of the customer journey over a year, Amazon said.
Amazon is also adding analytic dimensions like keywords, search terms and ad placements with this launch.
Examples of analyses that can be performed with this capability include audience reach analysis, keyword analysis, audience reach attribution and path to conversation.
First party data signals: With the privacy-oriented shifts taking place in digital marketing, first-party data obtained directly from purchases and loyalty programs is becoming a key building block of advertising. But the missing piece is often the ability to perform analysis on what worked with one audience that can help reach the next audience. Facebook rose to prominence in part because of its targeting technology, but it also had an unparalleled understanding of what converted and ability to segment potential buyers into very specific groups. With the rise of retail media, first party data collected directly from retailers at a purchase holds the promise of unlocking the same powerful capabilities, but the sharing of data across platforms that is a key attribute of such advantages carry competitive and privacy risks. Clean room solutions allow such analytics to be performed on data collected from multiple ad sources,
AMC growth: Amazon Marketing Cloud has grown quickly over the last two years, and is gaining importance in the ecosystem. It combines the clean room approach with the ability to access data from Amazon Ads, which is the largest retail media network. This release continues a wave of expansion of AMC’s capabilities. In October, Amazon added Sponsored Display and digital subscription signals. AMC also features signals from Sponsored Products, Amazon DSP and Sizmek Ad Suite. The ecosystem around Amazon Marketing Cloud is also growing quickly, as agencies, tool providers, system integrators and software companies seek to help advertisers use the capabilities of this solution to their fullest.
The partnership brings together subscriptions and shoppable content.
A Wendy's ad on Roku. (Courtesy photo)
Roku and DoorDash are teaming up to connect TV and food delivery in one experience.
The news: Roku and DoorDash announced a new partnership that will allow people to order food delivery from a shoppable ad on their TV. Along with the capabilities being put in place by the tech platforms, Wendy’s is also adding shoppable content that will provide a discount on ordering at launch.
How does it work? For Roku account holders, there are three parts to the partnership:
DashPass: DoorDash is providing a complementary six-month DoorDash subscription. Called DashPass, this provides $0 delivery fees on orders from restaurants, grocery and retail stores on DoorDash’s marketplace.
Shoppable ads: Roku viewers will be able to click from their remote to order straight from ads on Roku via offers provided through DoorDash. For the first year, DoorDash will be the exclusive ad solution provider for restaurants on its marketplace to buy shoppable ads on Roku. With this, restaurant advertisers will also be able to work with DoorDash to attribute, target and measure TV streaming ads.
Wendy’s: The companies said Wendy’s also upped its digital capabilities as part of this partnership. The chain will make offers available through the shoppable ads. At launch, it will provide $5 off any Wendy’s purchase of $15 or more.
Key quote from Rob Edell, GM and head of consumer engagement at DoorDash: “While this offer unlocks DashPass benefits and perks for Roku users everywhere, it also provides our merchant partners with an opportunity to promote DoorDash offers through TV streaming. Consumers can conveniently and affordably get the best of their neighborhood delivered to their door, while brands can reach diners at the right time and drive instant conversion from the comfort of the living room.”
The partnership is a sign that several different strategies being employed in digital media and commerce are converging:
Streaming and delivery: Watching TV and ordering food is a common behavior. In fact, Roku research indicates that one in three users order takeout or food delivery weekly. The partnership shows how there is room for the platforms that provide each of these distinct services to work together. It's a reminder not just to monitor how customers use your product, but what other products and services they use with it.
Shoppable ads and subscriptions: As digital commerce grows, there’s interest in reducing the steps between when a user thinks about making a purchase, and when they actually click “Buy.” This partnership does that in a couple of ways. With shoppable ads, Roku viewers can order directly from their TV, and even within the show they are watching. Switching devices may be a barrier, however small, to a sale. On DoorDash’s side, putting a subscription in place means users don’t have to think about logging in or consider delivery fees. This shows how introducing more interactive capabilities to streaming can open up new opportunities for commerce. Roku data shows that 36% of its users are interested in receiving interactive offers, such as a scannable QR code or text message. Such capabilities allow users to take action without switching screens.
Retail media and CTV: On the advertising side, the partnership is connecting DoorDash’s ad network with Roku’s content capabilities. DoorDash operates as a marketplace, while Roku serves ads during streaming content. Both have powerful customer data. DoorDash has purchase-level, or first-party, data. Roku has data on millions of customers, and the ability to reach them while they are doing the common activity of watching TV. The platforms also both have the ability to target users and measurement capabilities that can make this whole system even more powerful. While this partnership sets out one way the companies will work together immediately, it’s a safe bet that the partners will find other areas of mutual benefit to explore.
Further reading: It’s just the latest move by Roku to bring shoppable content to the platform. Last year, the streamer partnered with Walmart to pilot direct ordering straight from shoppable ads.
Is Amazon next? Break down the individual parts of this partnership: Subscription, delivery network, marketplace, streaming platform, advertising capabilities. Amazon owns each of these, and it even has a restaurant delivery partnership with Grubhub. Will it put these parts to work in a similar way? The better question may be, how long until it does so?