GroupM, the media investment division of WPP launched a global partnership with Amazon Ads. As a result of the collaboration, Amazon’s clientele will have access to novel ad formats created for creator-led shoppable content. The partnership enables GroupM clients to use customized formats to promote creative content within the Amazon DSP and in Amazon-sponsored brand placements. The Goat Agency, the influencer marketing specialist that WPP obtained earlier in 2023 designed the initiative.
Bespoke Features of the creator-led shoppable content
Only GroupM clients can access the solution through Goat. With audiences on Amazon.com, the relationship enables advertisers to better generate commercial outcomes. Important characteristics of these unique bespoke formats include:
DSP Amplification Off-site
The Goat Agency’s exclusive creator ad format will be available throughout the Amazon DSP both onsite and offsite, linking content and advertising possibilities in retail media. It has been improved by Amazon’s extensive analytics.
Sponsored Brands Integration
Exclusive to GroupM and Goat customers, Sponsored Brands, an above-the-fold Amazon.com Ad placement, will now incorporate creator-led shoppable content created by The Goat Agency. The ad experience extends the path onsite with the same influencer-led content driving greater engagement and revenue for brands, complementing Amazon DSP off-site amplification.
Enhanced Programmatic Creative Optimization
The Goat Agency’s unique creative will be cyclically informed by insights from campaigns used with Amazon Ads to improve audience targeting. Clients will benefit from enhanced commercial results by matching creator content with the audiences most inclined to make purchases by genre of content across both display and video media. This is thanks to Goat’s experience and Amazon Ads Audience Targeting.
Inspiration for Brand Pages
By uploading creator material to Product Pages and Brand Stores, Amazon could potentially increase conversion rates and transform Brand Pages into destinations for consumer inspiration.
Here’s what they said
Samantha Bukowski, Global Head of Commerce, 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 of Global Customer Development Amazon Ads added,
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 Woodward, Global Chief Operating Officer, The Goat Agency stated,
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.
Nilam Atodaria, Global Product Director at The Goat Agency commented,
Teaming up with Amazon Ads creates valuable opportunities for clients looking to activate creator-led campaigns in a performance-centric way. This collaboration allows us to deliver greater value for our clients by deploying more engaging and intelligent campaigns that drive measurable business outcomes. This unique combination brings an alternative version of Social Commerce, one which puts consumers and their shopping habits at the heart of product development.