The Austrian marketing launch of Amazon takes place exclusively by ProSiebenSat.1 PULS 4 – the first time Amazon Media Group has teamed with an external party to exclusively sell its display advertising placements. How did it happen?
Michael Stix, General manager; P7S1P4: Internationally we have seen continuously the rapid development of Amazon’s advertising program We also knew that they weren’t yet actively selling advertising in Austria, so we reached out to discuss the possibility of working together on such an initiative. Our vision from the beginning was to perfectly combine the marketing of TV/video advertising, which we already offer, and advertising on Amazon together: imagine that a viewer sees the products on TV and search parallel for these products on his smartphone / laptop, mostly on Amazon. For the first time the advertiser gets both "worlds" – TV and Amazon – exclusively from a single source in Austria.
And why in Austria?
Philip Missler, Director, Amazon Media Group, Germany: Until now within the DACH region, we’ve been primarily focused on growing our advertising business in Germany – but we have also seen demand from Austrian agencies and advertisers. We are always evaluating new opportunities, and this seemed to be one worth looking at more closely. There were a few ways we could go about servicing Austria – establish our own office and team there, manage the AT business from Germany, or work with the right local company that has the relationships and expertise to be effective and provide advertisers with a high level of service. We ultimately opted to work with ProSiebenSat.1 PULS 4 because we believe they are that company, and are excited to be moving forward.
Are there plans to extend this to other countries?
Missler: I can’t speak to future plans.. Right now we’re focused on making this work for us, ProSiebenSat.1 PULS 4, and our advertisers.
Why does Amazon rely on ProSiebenSat.1 PULS 4 as their webevermarkter in Austria?
Missler: As I previously noted, we’ve had interest from Austrian advertisers, and felt that if we could find the right, local company in Austria – with the relationships and expertise to be effective and provide advertisers with a high level of service – that would be a good option to consider. Based on several, extensive conversations with ProSiebenSat.1 PULS 4 we came to believe they are that company, and therefore made the decision to move forward with them.
How does the relationship look like in concrete – and the sharing model?
Stix: We can work with Austrian advertisers to offer them Amazon’s display advertising portfolio – such as across desktop, mobile display and video inventory, placements on Amazon devices, and Amazon Advertising Platform – through which Amazon connects advertisers with its customers on third party sites and apps.
How does the Amazon Media Group in Germany run and which strategies should be pursued in Austria for the marketing ?
Missler: Our goal is to be the most effective marketing platform for our advertisers, in every region we serve. So we don’t expect the strategies to be very different. In Germany we work with both agencies and advertisers on marketing programs that help them achieve their goals on our platform. Currently we are working with several global and local companies. This includes brands that do not sell on Amazon – for example, companies in the automotive and entertainment industries. For brands that do sell on Amazon, one area in which they’ve seen a lot of success is with our eCommerce Ads. These are display banners that integrate Amazon's shopping features and functionality directly within the ad unit, so, for example, Customer Reviews, Add to Cart buttons, and more. These units are highly relevant and useful for customers because it makes it easy for them to immediately take a shopping action. We typically see these ads perform 20 to 30 percent better than standard ads on our platform.
Stix: We are seeing increased interest in e-commerce advertising amongst Austrian advertisers . Now we want to work together with agencies and clients in this area, that means for us "learn, learn, learn," because with e-commerce advertising besides marketing budget especially additional sales budgets on the customer side come into play, for us an extremely exciting symbiosis!