GroupM, the media investment division of WPP, has sealed a global partnership with Amazon Ads, bringing a new dimension to creator-led shoppable content within Amazon’s advertising repertoire.
This alliance enables GroupM’s clientele to amplify creator content through the Amazon DSP and within Amazon Sponsored Brand spaces.
This innovative offering, conceptualized by The Goat Agency and exclusively available to GroupM clients via Goat, fortifies the advertisers’ ability to drive commerce outcomes on Amazon.com. Highlights of this unique partnership are:
Off-site DSP Amplification: The Goat Agency’s exclusive creator ad format, fortified by Amazon’s comprehensive insights, is now accessible across the Amazon DSP wherever it’s operational.
Sponsored Brands Integration: The esteemed “above the fold” ad slot on Amazon.com will now showcase creator content crafted by The Goat Agency. Exclusive for GroupM and Goat clientele, it complements the Amazon DSP off-site amplification, offering a consistent influencer-driven creative experience, bolstering brand engagement and sales. It bridges creator content with Amazon’s sponsored ads, marrying content with retail media advertising.
Programmatic Creative Optimization: Feedback from Amazon Ads campaigns will cyclically refine The Goat Agency’s tailor-made creative and hone audience targeting. Merging Goat’s prowess with Amazon Ads Audience targeting ensures clients achieve enhanced commercial results, aligning creator content with the most conversion-prone audiences for both display and video.
Revamping Product Pages & Brand Stores: This partnership also allows the integration of creator content onto Product Pages and Brand Stores. This not only escalates conversion rates but also metamorphoses Brand Pages on Amazon into consumer “inspiration hubs“.
Samantha Bukowski, Global Head of Commerce at GroupM Nexus said: “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. We’re excited to continue this collaboration with Amazon to further integrate inspirational content in commerce advertising in ways that deliver value for clients and Amazon’s consumers.”.
Amy Armstrong, Director, Global Customer Development, Amazon Ads said: “We are excited to see how GroupM leverages this new ability to deliver creator content directly in the shopping experience and the benefit it will have for our mutual customers. GroupM is a valued customer of Amazon Ads, and we look forward to collaborating with them on innovative projects like this in the future.”.
Dafydd Rhys Woodward, Global Chief Operating Officer, The Goat Agency said “Beyond our proprietary style of content, one of Goat’s most significant points of differentiation is the ability to deliver high-rigor performance and guaranteed outcomes to clients through creator marketing. Our collaboration with Amazon Ads is a natural fit that is already delivering performance improvements on client campaigns across multiple markets.”.
The synergy between GroupM and Amazon Ads marks a significant stride in reshaping the e-commerce advertising landscape. By embedding creator-led content within Amazon’s ad ecosystem, brands are poised to create a more genuine and impactful connection with their audiences, merging content creation with e-commerce like never before.
