Perpetua | January 15, 2022
Perpetua, a global leader in eCommerce advertising and intelligence software today released their 2021 Q4 Benchmark Report showcasing the most important trends and metrics on Amazon, to help inform marketplace advertising strategy. Included in the report this year are Q4 benchmark ad performance for Instacart, Walmart and Target.
Perpetua's 2021 Q4 Benchmark Report is based on performance data from campaigns under Perpetua's management. With Q4 being the most competitive quarter of the year with Black Friday Cyber Monday, and holiday shopping, Sponsored Display CPC was up 20% quarter-over-quarter. This is the highest jump across all paid search ad units on Amazon and may partly be attributed to more advertisers taking advantage of Sponsored Display's newly released features (including custom creatives and purchases remarketing). Along with placements being more expensive, there was also a drop off in CTR and ROAS. It is worth noting however, despite all the above, customers who are clicking through are converting at a 13% higher rate compared to Q3.
“Advertising proved to be an important piece of this holiday season as consumers increased the rate at which they clicked on ads while reducing the amount of products they considered. This led to a relatively steady ROAS for advertisers despite CPCs rising over 30%,” says Adam Epstein, President at Perpetua. “Also worth noting, in Q4 we saw more advertisers push their marketing budgets higher up the funnel with a goal to attract more new-to-brand customers. We expect this to continue through 2022 as Amazon continues to increasingly capture more brand-awareness budgets from advertisers with DSP and OTT to drive incremental sales growth.”
While Amazon Sponsored Brand ads are typically an upper-funnel strategy, it has become increasingly effective at driving sales with greater efficiency than Sponsored Product ads. As such, advertisers have shifted budget towards Sponsored Brands where spend has increased 39% in Q4. Increasing competition and CPCs has been the story of Amazon Advertising for the last year. It is an optimistic sign to see CPCs flatten this quarter amid the most competitive season of the year, along with the expected increase in CVR, sellers are seeing an overall boost in Sponsored Product efficiency.
Perpetua is building the growth infrastructure for eCommerce which includes optimization and reporting technology for the world's smartest eCommerce businesses. Through the platform, advertisers create goals based on strategy and leverage Perpetua's best in class experts and automation to execute tactically. Integrations with Amazon, Instacart and Google ensure brands achieve optimal reach and engagement across the full shopper journey, and provide unified performance intelligence for maximum visibility.
Clear Ads | November 25, 2020
Clear Ads, a digital advertising agency that centers around Amazon ad campaign management, shares how Amazon advertising demand side platform (DSP) can bring powerful advertising opportunities to businesses. Amazon DSP is accessible to both advertisers who sell products on Amazon and those who do not.
Amazon DSP is described as a platform that enables advertisers to automatically buy display, video and audio ads. It additionally permits advertisers to reach, educate and re-engage customers both on and off Amazon. It has quick become an integral part of many a marketer's digital advertising strategies.
George recommends two factors that might be adding to this development. To begin with, Amazon has a characteristic preferred position in focusing because of the colossal measure of information it hangs on purchaser practices and purchasing patterns. Second is Amazon's ongoing venture into blended media promotions.
Entravision | February 16, 2022
Entravision (NYSE: EVC), a leading global advertising, media and ad-tech solutions company connecting brands to consumers by representing top platforms and publishers, announced today that the Company has partnered with Roku, the #1 TV streaming platform in the U.S., Mexico and Canada*, to serve as Roku’s media advertising partner in Mexico. Entravision will help brands effectively reach consumers by advertising on the Roku streaming platform.
As more consumers are moving to TV streaming, advertisers can reach them by moving budgets into TV streaming. Through Roku’s advertising solutions, brands and marketers can reach audiences at scale on the Roku platform. Entravision, as Roku’s trusted partner, will serve as an advertising partner in Mexico to work with brands interested in advertising through the Roku platform.
Entravision is very excited to partner with Roku, the pioneer in television streaming, as they begin advertising in Mexico. Through our partnership, Entravision will be able to connect brands and marketers in Mexico with Roku’s advertising solution, in order to reach TV streamers on the Roku streaming platform.”
Juan Saldívar, Entravision’s Chief Digital, Strategy and Accountability Officer.
Mr. Saldívar continued, “Entravision has extensive digital marketing expertise for companies looking to tap into growing Latino audiences, including in Mexico. We look forward to leveraging our expertise and local market connections to support Roku’s global advertising growth.”
Entravision is a leading global advertising, media and ad-tech solutions company connecting brands to consumers by representing top platforms and publishers. Our dynamic portfolio of services includes digital, television and radio offerings. Digital, our largest revenue segment, is comprised of five core businesses: Entravision Digital, Smadex, Cisneros Interactive, MediaDonuts, and 365 Digital. Entravision Digital provides branding and performance digital solutions to clients and small- and mid-size businesses throughout the world. Smadex provides cutting-edge mobile programmatic solutions and demand-side platforms which enable advertisers to effectively execute performance campaigns using machine-learned bidding algorithms. Cisneros Interactive provides unique digital marketing solutions representing major global publishers and ad-tech platforms in Latin America, while also managing the leading digital audio network and solutions player Audio.Ad. MediaDonuts provides digital marketing performance and branding services in the Southeast Asia region and maintains unique commercial partnerships with some of the world’s leading digital publishers and social media platforms. 365 Digital is a digital advertising solutions provider that offers exclusive sales representations with major global platforms in South Africa. Beyond digital, Entravision has 53 television stations and is the largest affiliate group of the Univision and UniMás television networks. Entravision also manages 46 primarily Spanish-language radio stations that feature nationally recognized, Emmy award-winning talent. Shares of Entravision Class A Common Stock trade on the NYSE under ticker: EVC.