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Amazon Advertising Answers: Our Most Alliterative Episode w/ Vasilios Lambos
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Amazon offers a prime opportunity for advertisers in automotive retail to reach a multitude of local consumers who can help satisfy all profit centers of a dealership, as well as help dealers with inventory acquisition. This platform, including its Amazon Garage, and all of its network partners create a powerful programmatic channel that offers audiences and targeting to address consumers in the Awareness, Consideration, and Conversion stages of the path to purchase.
Vasilios Lambos, CMO for Cognition Digital, navigates us through how your dealership's advertising strategy can leverage Amazon: from audience and targeting layering to streaming audio ads to aligning with customer intent, and much more.
In addition to the primary interview, we also have Reunion Marketing's own Emily Usher on to discuss "What's Going on in Auto?"
If you have any thoughts or questions, please reach out to host Dane Saville at dane@reunionmarketing.com to join the conversation!
As always, please subscribe to the KPI Cafe on your favorite podcast platform!
Here's what you can expect from today's episode:
Opening Comments and Context
What's Going on in Auto w/ Emily Usher
Introducing Vasilios and His Origin Story
Vasilios' Origin Story
The Why of Amazon
The 101 of Amazon Garage
- Parts/Accessories
- Year-Make-Model Upload
- Availability for Advertisers
- Amazon DSP: 1st-Party Data
Can Amazon Hit All Dealer Profit Centers?
- At the Start: Impression Delivery for Variable Ops
- Flexibility in Criteria
- Vehicle Acquisition
Amazon Audiences and Targeting
- Amazon-owned 1st Party
- Combine/Segment
- Lifestyle Example
- Layering
Amazon Goals and Objectives
- All Available Upper-Funnel Metrics
- Offline Attribution
- No Attribution Window Limitation
Does Amazon Offer a Full-Funnel Opportunity?
- Awareness-Consideration-Conversion
- Think of Who an Amazon Customer Is
- Consumer Intent / Business Objective Alignment
Inventory Feed Details
- Variables
A Dive into Streaming Audio Ads
- Logged User
- Device Ownership
- Full-Funnel Attribution
Final Tips About Amazon Advertising
Connecting with Cognition Digital
Previewing Next Week's Episode
Chapters
1. Opening Comments and Context (00:00:36)
2. What's Going on in Auto w/ Emily Usher (00:05:38)
3. Introducing Vasilios and His Origin Story (00:11:10)
4. The Why of Amazon (00:13:37)
5. The 101 of Amazon Garage (00:14:10)
6. Can Amazon Hit All Dealer Profit Centers? (00:18:23)
7. Amazon Audiences and Targeting (00:23:21)
8. Amazon Goals and Objectives (00:26:43)
9. Does Amazon Offer a Full-Funnel Opportunity? (00:29:53)
10. Inventory Feed Details (00:34:45)
11. A Dive into Streaming Audio Ads (00:36:04)
12. Final Tips About Amazon Advertising (00:38:52)
13. Connecting with Cognition Digital (00:41:50)
14. Previewing Next Week's Episode (00:42:54)
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