In 2024, I started on an exciting new chapter with Amerge as an Account Executive based in Munich, Germany. Before this, I spent over four years at Google in Shanghai, where I worked as an Account Strategist for Google Ads Global Customer Solutions. Transitioning from Google to Amerge has been nothing short of exhilarating. While my time at Google allowed me to witness some of the best practices in tech and digital advertising, Amerge offers something equally rewarding – the chance to create a more direct and tangible impact on our customers, to help them build the blueprint to succeed with Amazon.
At the recent Amazon Unboxed event that I attended in Düsseldorf, Germany, Prime Video took center stage during the keynote session. It was an incredible opportunity to connect with numerous brands attending the event, many of whom were keenly interested in leveraging video ads to elevate their brand presence. A recurring theme in our conversations was the anticipation around understanding how video ads within the Amazon ecosystem – across platforms like Prime Video, Twitch, and Fire TV – differ from other channels, such as Google’s YouTube Ads.
While YouTube provides an impressive global reach of over 2 billion users, Prime Video offers the advantage of targeting a more selective audience, often characterized by higher income and spending potential. Additionally, Amazon’s Twitch provides an excellent opportunity to connect with Millennials and Gen Z – audiences that are essential for shaping your brand’s future.
When it comes to targeting precision, YouTube Ads excel in capturing customer intent through search behavior and other signals across both Google and YouTube. This search intent is a powerful and distinct advantage within the Google ecosystem, enabling advertisers to align their campaigns with what customers are actively exploring.
On the other hand, Prime Video and Twitch Ads allow brands to harness Amazon’s first-party data, offering insights into the shopping behaviors of their audience. If search intent reveals what customers are interested in, their purchasing behavior on Amazon provides a deeper understanding of what they truly want and who they are. This dual perspective highlights the unique strengths of both platforms and their ability to cater to different aspects of the customer journey.
Another common theme that has been raised frequently from the advertisers is that measuring the true impact of Amazon video ads has often felt challenging, even for established brands, especially when it comes to linking awareness campaigns to conversion results like sales or new customer acquisition. Leveraging Amazon Marketing Cloud (AMC) data can address this issue by providing more sophisticated attribution models such as Linear Model and Markov Chain – a dynamic attribution model, instead of only the last click model by default. By enabling a deeper analysis of the customer journey and bridging the gap between awareness and conversions, AMC helps advertisers uncover the true effectiveness of video campaigns, ensuring a more comprehensive understanding of their impact on business results.
At Amerge, we help our clients unlock their brand’s full potential by activating Video Ads across the Amazon ecosystem through our expert DSP management. Our creative services are designed to craft impactful video messages optimized for Prime Video, Twitch, and Fire TV, ensuring maximum engagement and effectiveness. As an official Amazon Marketing Cloud (AMC) service provider, we deliver in-depth customer insights that integrate seamlessly into your marketing and business strategies, driving smarter, data-driven decisions.
Get in touch on LinkedIn if you need assistance in leveraging Amazon video for your growth.
P.S. Ever wondered what our mission statement sounds like in Chinese?
Even when our team speak to local markets – our mission is always at the forefront of conversations.
