Tag: amazon

WEBINAR: The Future Begins in Q4—How a Q4 Amazon Strategy Sets the Stage for 2021 (and Beyond)

On October 7, Live with MightyHive invited John Ghiorso, CEO of the industry’s top Amazon consultancy, Orca Pacific, for a topical discussion about Q4 online shopping trends. Currently, eCommerce is experiencing 40-50% YoY growth driven by social distancing restrictions connected to the COVID-19 health crises. And with few signs of letting up, every analyst is predicting record-breaking online sales in Q4. But Ghiorso is anticipating more than just holiday sales; he has his eye on sustained growth driven by new customers, new loyalties and new shopping habits.

Consumers are no longer buying six months of toilet paper…but they are doing a lot more online purchasing and that has not stopped or subsided in any significantly way.
– John Ghiorso, Founder & CEO, Orca Pacific

Orca Pacific is advising its clients that Q4 2020 is a rare opportunity to earn customer loyalty at scale. From now through the holidays, Amazon sellers — small and large — will interact with customers who are either new to online shopping or buying items they once exclusively purchased in-store. New shopping habits are clearly forming so when these new customers have good online shopping experiences, it can yield loyal customers for years to come. Not only do good customer reviews help, but those who invest in driving traffic through aggressive advertising strategies will see their organic ranking climb.

We saw a huge spike (in online sales) and then a plateau at a level that is much more significant than it would have otherwise been….and that trend is not stopping or slowing down.
– John Ghiorso, Founder & CEO, Orca Pacific

Join John Ghiorso and MightyHive’s Director of Content Marketing, Adam Remson, as they outline Amazon marketing techniques and the many ways Q4 2020 is a pivotal one for brands. 

Check out the Video and Download the Slides

Please don’t hesitate to contact us with any questions.

Leading Amazon Agency Orca Pacific Announces Intent to Merge with MightyHive

 

We are thrilled to announce that Orca Pacific, the leading full-service Amazon agency and consultancy, intends to merge with MightyHive. The deal builds on S4Capital’s existing Amazon relationship, equipping teams with an end-to-end eCommerce offering, bridging the gap between media, creative, and measurement to deliver additional expertise and services capabilities across the group.  

With COVID-19 accelerating digital transformation trends and eCommerce sales expected to grow 18% in 2020 (eMarketer), Amazon will play an increasingly integral part in retail clients’ marketing strategies. Now more than ever, marketers and retailers are looking to Amazon’s advertising and eCommerce solutions to help them build stronger digital connections with consumers. Expanding MightyHive’s Amazon partnership with Orca Pacific’s elite group of experts is a key component to client success. Clients will now be able to work seamlessly across S4Capital companies for a full spectrum of eCommerce solutions.

John Ghirso Kashif Zafar Lisa Lockwood
John Ghiorso
CEO
Orca Pacific
Kashif Zafar
EVP, Sales & Marketing
Orca Pacific
Lisa Lockwood
EVP, Client Services
Orca Pacific

Founded in 2008 and led by CEO John Ghiorso, EVP Sales & Marketing Kashif Zafar, and EVP, Client Services Lisa Lockwood, Orca Pacific helps top consumer brands optimize their customer journeys and grow their Amazon business. The company employs over 40 former Amazonians and retail industry experts working for clients including Reebok, Uni-ball, OshKosh B’Gosh, Godiva, Del Monte and Kenroy Home. 

In addition to its mastery of Amazon’s A9 Algorithm and full suite of retail management and advertising products, Orca Pacific has developed a proprietary dashboard that helps Amazon sellers analyze sales ranking trends, identify content that drives purchases, track KPIs, and measure advertising performance. The COVID-19 pandemic has accelerated the importance of digital maturity and eCommerce for retailers globally, and Orca Pacific is helping companies take control of the entire customer journey.

Unlocking End-to-End eCommerce Capabilities

Orca Pacific’s merger with MightyHive will equip S4Capital teams with an end-to-end eCommerce offering, including retail management, advertising, and content on Amazon’s platform. Clients will be able to engage seamlessly across S4Capital companies for a full spectrum of eCommerce solutions. The Orca Pacific team bridges the gap for retailers between the content and production expertise of MediaMonks and the media and data mastery of MightyHive. Orca Pacific believes delivering relevant advertising, compelling content, and sound operations is the only way to build a sustainable path toward growth. As a result, they focus on optimizing every stage of the customer journey, from the ads that appear to the content that drives purchasing.

MightyHive: Helping Brands Adapt and Thrive

Morgan Stanley’s “Mid-year US Advertising Outlook” predicted US eCommerce would grow 38% in 2020, a sharp increase from its pre-pandemic projection of 13%, effectively pulling forward three years of eCommerce adoption into 2020. Morgan Stanley further noted that eCommerce represents 24.5% of total retail sales, and that “74% of people shopping online started on Amazon,” illustrating the strength of Amazon as a gateway to eCommerce. 

S4Capital Logo MightyHive Logo Orca Pacific Logo

MightyHive, reinforced by data and analytics mergers in Latin America, the UK, South Korea, a pending merger in Australia, and now with the extraordinary talent at Orca Pacific, is well-positioned to help marketers strengthen and optimize eCommerce strategies for the best possible results. We strive to help marketers develop strategies quickly and execute them efficiently, giving them the edge over their competitors.

In December 2018, MightyHive merged with S4Capital, the tech-led, new age/new era advertising and marketing services company established by Sir Martin Sorrell. S4Capital’s strategy is to create a purely digital advertising and marketing services offering by integrating leading businesses in three areas: first-party data, digital content, and digital media planning and buying.

To learn more, contact us.

Managing COVID-19 Brand Safety in Amazon DSP

 

Introduction

In the fourth part of our series about how advertisers can ensure brand safety while still supporting reputable publishers during the global pandemic, we are sharing best practices for several major programmatic buying platforms. 

As one of the fastest-growing DSPs, Amazon DSP specializes in exclusive first-party audience data sets and unique owned and operated web and advanced TV properties, alongside robust brand safety safeguards. Through a quick two-step process, advertisers can ensure their campaigns avoid risky sites and content that can be particularly hard to avoid during a global crisis, when the volume of breaking news and misinformation challenges even the savviest advertisers. 

Step 1: Site/App Whitelist in Amazon DSP

Advertisers with a list of trusted partners and properties should turn to Amazon’s whitelist features first. In order to positively target domains/apps, advertisers must input a minimum of 50 domains. 

It’s also worth noting that Amazon requires 50+ domains in consideration of its private marketplace (PMP) offering, which is an alternative/parallel option for open exchange whitelists. PMPs provide higher priority access to premium inventory and are a viable alternative to secure placements with premium publishers.

amazon domain targeting

Step 2: Brand Safety Targeting

Pre-bid filtering is another powerful option advertisers have in Amazon DSP to keep ads dollars away from content they deem unsuitable for their brand. Once an advertiser has selected the properties on which ads will appear, pre-bid filtering provides another layer of security around the specific content categories the brand will appear next to. Amazon has a robust mix of third-party brand safety integrations including:

amazon 3p prebid

DoubleVerify

Web content category exclusion; authentic brand safety (custom brand safety profiles that can be ingested via audience ID through DoubleVerify’s platform)

double verify

Oracle Data Cloud

Custom Grapeshot segments determined by brand safety controls in the Oracle Data Cloud Context UI

oracle data cloud

Integral Ad Science

Web content category exclusion

integral ad science

NOTE: All third-party verification is currently free for advertisers, which is a unique benefit in comparison to other demand-side platforms

Over-The-Top (OTT) targeting

Content ratings and genres: With advanced TV offering, Amazon DSP allows advertisers to select the ratings and genres of the content ads will be placed on, allowing a level of granularity that can protect spend and improve control.

ott

In addition to these capabilities, Amazon enables its own safeguards to monitor and review third-party sites and apps for unsafe content. If a third-party site or app is identified as unsafe, it is blocked from advertising.

In Conclusion

We know brand safety is highly subjective and mission critical at a time like this. We hope this guide can provide a quick review of steps you can take, or ensure your partners are taking, to make sure your ad dollars are reaching users and supporting the content you deem appropriate. 

MightyHive clients can reach out to their account teams for more guidance on how to implement these tactics within campaigns. If you’re not already a MightyHive client, contact us. We’d love to talk. If you’re not familiar with Amazon DSP yet, read our explainer here.

Check out our full brand safety series here:

The Sun is Setting on Third-Party Cookies and It’s Time to Move with the Market, Not Against It

 

Google Chrome to Drop Third-Party Cookies

On January 15th, Google announced that third-party cookies would be blocked in Chrome by 2022. Over the past 24 months, increasingly aggressive iterations of Intelligent Tracking Prevention (ITP) in Apple products have challenged the third-party cookies used for measurement and targeting. However, Chrome currently commands a majority of desktop browser share globally, which makes Google’s announcement significant for the industry. In the next 24 months, third-party cookies will become effectively unusable for advertising measurement.


Based on current usage, by 2022 the market will be dominated by browsers that block some or all third-party cookies by default.

The Next Two Years

With this announcement and self-imposed deadline, Google will have to work out how their own ad platforms will interface with third parties, such as ad exchanges. The programmatic advertising ecosystem of which Google is a significant part of is based on third-party cookies. As things stand, Data Management Platforms (DMPs) will be significantly challenged. Likewise, view-based and today’s multi-touch attribution (MTA) solutions are effectively moot. Many forms of third-party data, already challenged by government regulations like GDPR enforced in May 2018, will cease to exist.

Google has proposed a mechanism to allow for anonymized and aggregated measurement called the Chrome Privacy Sandbox which was announced in August 2019.

Sand What?

In August 2019, Google announced an initiative aimed at evolving the web with architecture that advances privacy, while continuing to support a free and open ecosystem. They call it a “Privacy Sandbox.” Right now, these constitute a set of proposals for browser APIs that will eventually serve as privacy-preserving technical alternatives to third-party cookies.

There aren’t any tangible tools inside the Privacy Sandbox—at least not yet. Google said in their blog post that it aims to “eventually” build these tools with the industry over the next two years to ensure interoperability in the programmatic and ad tech ecosystem.

How Will We Target Audiences Without Cookies?

Third-party cookies have been used for everything from frequency management to behavioral targeting. How might marketers continue to employ these tactics moving forward?
Audience-based and user-level targeting have been the cornerstone of programmatic buying over the past decade. Indeed, the very concerns around ad targeting and user privacy contributed to Google’s announcement.

There is every reason to believe that targeting will still be possible, as will attribution, but the mechanisms will need to radically change. The scale and scope of addressable audience targeting will decrease and advertisers may turn to federated learning, contextual targeting, and other techniques to drive business performance through programmatic platforms. Another suggested approach would be for the browser itself to segment audiences based on their browsing behavior, and once there are a sufficient number of other browsers in this interest group an advertiser could target them.

What about frequency management? In October 2019 Google introduced frequency management across bid requests without a third-party cookie associated with them. Instead, Google employs machine learning to analyze behavior from across their ad inventory and provide an estimate with a high degree of confidence the number of impressions an individual had been exposed to.

Lastly, publishers with first-party audience relationships are poised to fill in audience targeting gaps left by the removal of third-party data cookies. For example, this would include a publisher with a paywall that requires a user to login to read content. Publications are likely to sell more curated inventory packages (here’s an example from Meredith), much of which will be available programmatically via private marketplaces (PMPs) and programmatic direct/guaranteed deals.


Spending on programmatic direct channels has grown significantly in recent years and is expected to continue climbing.

How Will We Measure?

Conversion tracking will become increasingly difficult to measure using current approaches, but there are several solutions available now and on the horizon. For example, as Campaign Manager log-level data loses fidelity, solutions like Google Ads Data Hub stand to open up new possibilities with more durable data and more privacy-safe methodologies. Likewise, platforms like Amazon and Facebook are working on similar solutions.

Google’s proposal for a conversion measurement API would allow for click-based attribution without using cross-site trackers. Trials for click-based conversion measurement sans third-party cookies will start by the end of 2020. Read more on the Chromium Blog and in AdExchanger.

What about view-based conversion tracking? Most current approaches will cease to work in any major browser once Chrome deprecates third-party cookies, but Google has indicated that the future of measurement may be more probabilistic or panel-based. Whether this will allow for view-through conversion tracking remains to be seen.

How MightyHive Will Adapt

As with many businesses in the programmatic space, a number of MightyHive services are built to some extent on top of the third-party cookie, such as programmatic audience activation, dynamic creative, and advanced attribution.

In their current state, these technologies will not work in two years’ time. However, there is every reason to believe that ad tech will continue to innovate and adapt with these changes opening up new opportunities for more advanced and smarter marketers in a new cookie-less era.

  • We have already started developing targeting and measurement approaches independent of cookie-based approaches for use on multiple bidding and measurement platforms. Further, as a leading Google partner, will be collaborating closely with Google on the Privacy Sandbox protocols and work hard to bring these solutions to our clients.
  • MightyHive has deep, holistic consultative expertise to bear on these challenges. For example, we have invested heavily into data science, API and Cloud-driven solutions to help marketers gradually increase the utility of their first-party data while simultaneously reducing reliance on third-party cookie pools.
  • As part of S4Capital, with our sister company MediaMonks, our clients are exploring end-to-end digital strategies that leverage first-party data to drive content and programmatic media.

We argue consumers should always be the first constituent in considering the digital advertising experiences online and adapting to this shift requires marketers to place more attention on the value exchange traded for a consumer’s attention. The key will be to move with the market, as opposed to push against it and seek short-term fixes.

As always, MightyHive is your partner and your advocate.

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