Proving the Impact of Amazon Advertising on Brick-And-Mortar Performance
What We’re Celebrating:
Through utilizing the Omnichannel Metrics (OCM) Shopper Panel Beta Study, the GO team was able to show our hardline client that their Amazon advertising strategies were driving 17% of their off-Amazon sales.
Overview:
GO works with a hardline brand that leaned into a wide variety of Amazon advertising units, including Streaming TV, Online Video, US Spanish, Demand-Side Platform, and Search, but they were unsure how much their campaigns were contributing to their brick-and-mortar performance.
Based on previous experience with other advertisers, GO was confident that customers were viewing our client’s Amazon campaigns and going to brick-and-mortar retail stores to touch, feel, and purchase their products. To confirm this, we employed a Beta within Amazon’s OCM tool to truly quantify the impact of Amazon ads.
The Challenge:
The client historically didn’t have the data to prove that Amazon ad vehicles affected off-Amazon sales.
OCM measurement capabilities are more limited for hardline brands in comparison to other categories.
The Strategy:
Our team decided to lean into OCM as it provides data that illustrates the role Amazon marketing plays in physical store performance. GO has experience with OCM, crafting and analyzing reports that include things like impact by ad tactic data that are available within our clients’ Amazon advertising consoles. However, unlike other verticals, hardline brands currently don’t have access to these kinds of in-depth metrics.
With this in mind, we adapted and decided to lean into the OCM Shopper Panel Beta Study that Amazon introduced in Q4 2023. Although this Beta did not include IRI data like a traditional OCM dashboard, it did include Amazon’s Shopper Panel which gave us a high-level idea of how much our advertising implementations were influencing our client’s off-Amazon performance.
The Results:
Thanks to our utilization of the OCM Shopper Panel Beta Study, we proved that 17% of the brand’s in-store sales were driven by Amazon advertising. This helped us showcase that Amazon is more than a digital retailer – it is also an incredibly powerful advertising platform that can encourage shoppers to find products in physical stores and make their final purchases.
While the brand is interested in seeing more granular OCM data, this was a step in the right direction in helping them feel more confident that Amazon ad tools aid their total business performance.
Want to dip your toe into OCM’s capabilities?
Global Overview can step in and support you. Even if you sell in a category where OCM data is limited, we’ll help you make the most of what is available to get a better grasp on how your Amazon strategies are impacting brick-and-mortar results. Set up a call with us to learn more.