Boosted Amazon Online Video return by employing Viewer Audience Segments.
What We’re Celebrating:
By leaning into one of Amazon’s newest capabilities, Online Video (OLV) Viewer Audience Segments, we helped our client improve their OLV return on ad spend (ROAS) for their new product launch by 175%.
Overview:
GO had been running OLV ads for one of our clients for 2 months and we were seeing strong success with it. We wanted to build off this momentum and find a way to use OLV to aid our client in growing their Amazon business by 80% in 2023 and achieving their lofty monthly sales goals.
This vision became a tangible reality when our client’s Amazon Account Manager introduced us to OLV Viewer Audience Segments. This new tool allows brands to reconnect with past OLV viewers, and we knew we could use it to push conversion and increase sales, ultimately benefiting the brand’s return on ad investment.
The Challenge:
Our client had aggressive sales and business growth goals, meaning our advertising efforts had to be airtight to assist them in reaching their objectives.
We had to experiment with a brand-new Amazon tool, only being able to use previous experience with similar capabilities to inform our strategic direction.
The Strategy:
To help our client reach previous OLV viewers and improve return, we implemented Amazon’s new Viewer Audience Segments within a product retargeting campaign. We learned about this new tool by communicating directly with our client’s Amazon Account Manager. They explained how this capability allows brands to reach past OLV viewers regardless of whether they have already purchased the advertised product and that it is extremely beneficial in communicating the strongest call to action while still being cost-effective.
After we conversed with the Account Manager, we took swift action to promote one of our client’s new product launches by implementing a 30-day lookback window within an OLV retargeting campaign. The purpose of this ad was to increase consideration for this new item and improve sales performance.
The Results:
When comparing 18 days pre-OLV retargeting to 18 days post-OLV retargeting, we were able to increase our client’s OLV ROAS on their new product by +175%.
Do You Want to Start Utilizing OLV Retargeting?
The beauty of Amazon is the number of new tools they constantly introduce that brands can use to their benefit. The tricky part is most brands can’t keep up with it all in order to use them to their best and right use. That’s where our team can come in and help. Odds are we've already begun testing and optimizing the new tools you haven't dipped your toes into yet, and we can custom fit its capabilities to fully benefit your business. Contact us to learn more.