Amazon's Sports Investments And Ambitions With Scott Ohsman And Ken Beemer - Episode 354
Ecommerce Braintrust
· with Scott Ohsman and Ken Beemer
· August 13, 2024
· 31 min
Summary
Amazon's aggressive move into live sports broadcasting fundamentally changes the advertising landscape for ecommerce brands. This episode reveals how Amazon's massive data, audience reach, and integrated ecosystem create unprecedented opportunities for brands to connect with consumers, urging ecommerce operators to rethink their advertising strategies and leverage Amazon's evolving media capabilities for full-funnel marketing.
Key takeaways
Amazon's sports investments will disrupt traditional ad costs (CPC, CPM), enabling brands to access valuable advertising space previously out of reach.
Brands must adopt a new mindset for Amazon advertising, moving beyond traditional product ads to leverage live sports sponsorships and connected TV opportunities.
Utilize Amazon's first-party data and audience reach through live sports to drive Prime sign-ups, customer retention, and trackable full-funnel marketing results.
Explore partnerships, like those with influencers such as Dude Perfect, to effectively target younger demographics through Amazon's evolving sports content.
Begin testing new advertising opportunities on connected TV via Amazon to stay ahead of the curve in sports broadcasting's shift from traditional networks to tech giants.
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. Today, we have two exceptional guests: Scott Ohsman, VP of Digital Commerce at Quickfire, and Ken Beemer, Director of Retail Client Growth at Acadia. We'll be diving into Amazon's growing investments in live sports and media content, its impact on advertising, and what it means for brands and consumers alike. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Scott, and Ken discuss: - Sports broadcasts, ads, and watching live games. - Amazon Prime is a vortex for drawing consumers into its ecosystem. - Investments in live sports aim to increase audience reach and draw manufacturers and brands to sell on Amazon. - Amazon's massive first-party data offers unparalleled advertising and sponsorship opportunities. - Live sports could boost Amazon Prime sign-ups and leverage content for retention. - Amazon's scale allows for significant brand advertising with trackable results. - Amazon's investments, including Thursday Night Football and NBA rights. - The role of partnerships with entities like Dude Perfect to target younger demographics. - The need for a new mindset regarding Amazon advertising. - Full-funnel marketing and evolving metrics over the next three years. - Testing new opportunities on connected TV. - Sports broadcasting's evolution from major networks to tech players like Amazon. - Legacy deals and the transformative role of tech giants.
Frequently asked about this episode
What does this episode say about amazon advertising?
Amazon's sports investments will disrupt traditional ad costs (CPC, CPM), enabling brands to access valuable advertising space previously out of reach.
What does this episode say about audience engagement?
Brands must adopt a new mindset for Amazon advertising, moving beyond traditional product ads to leverage live sports sponsorships and connected TV opportunities.
What does this episode say about retail media?
Utilize Amazon's first-party data and audience reach through live sports to drive Prime sign-ups, customer retention, and trackable full-funnel marketing results.
What does this episode say about sports marketing?
Explore partnerships, like those with influencers such as Dude Perfect, to effectively target younger demographics through Amazon's evolving sports content.
What does this episode say about amazon advertising?
Begin testing new advertising opportunities on connected TV via Amazon to stay ahead of the curve in sports broadcasting's shift from traditional networks to tech giants.
