Amazon Advertising helps Chinese brands grow resiliently overseas

The 2022 Amazon Advertising Unboxing Ceremony will be held on December 21. More than 30 advertising experts, industry leaders, brand guests, etc. will gather online to share the brand's global insights and latest trends, Amazon Advertising's innovative products, tools and services, and marketing practice cases of different global brands. Amazon Advertising has launched a full range of solutions from improving advertising efficiency, enhancing advertising creativity, optimizing effect measurement, etc., to help Chinese global brands better cope with challenges, achieve resilient growth, and build global brands.

“Advertisers are re-evaluating their budgets to respond to an uncertain environment and looking for new ways to increase efficiency, flexibility, and creativity to attract consumers and achieve their business goals,” said Colleen Aubrey, senior vice president of global product and technology at Amazon Advertising. “We’ve seen many Chinese sellers and brands flexibly respond to various challenges to provide a rich selection of products to global consumers, while also demonstrating their creative ability to build brands. Amazon Advertising will continue to innovate to help brands meet challenges and grow their global business.”

Yang Yicheng, head of Amazon Advertising in Asia Pacific, said: "Brand building is becoming increasingly important for companies going global to achieve long-term success. Amazon Advertising will use its continuously innovative products and tools, as well as its continuously strengthened local services, to help Chinese brands effectively connect with global consumers, improve advertising creativity, and optimize advertising strategies, so as to better build global brands and achieve sustainable development."

Diverse advertising products and tools help overseas brands improve their marketing effectiveness

Faced with changes and challenges in the macro environment, how to better improve advertising and marketing results has become one of the topics of concern for overseas sellers and brands. Amazon Advertising continues to innovate products, tools and services to help overseas brands improve advertising and marketing results. This year, Amazon Advertising has added pre-setting and recommendation functions for product promotion activities, allowing brands to obtain recommendations on daily budgets, keywords and bidding strategies for new product promotions, as well as predictions of advertising effects, so that it is more convenient to start new advertising campaigns or release new products. Amazon Advertising research found that compared with product promotion activities that did not use the preset function, pre-set product promotion activities increased clicks by 77% and conversion rates by 29%.

At the same time, Amazon Advertising's various free, self-service products, such as brand flagship stores, posts, and followers, help brands build brand positions and establish long-term interactions with target consumers, thereby promoting brand stickiness and repeat purchases. For new product promotion, Amazon Advertising also launched new product advertising discount coupons on multiple sites to save early trial and error costs for new product traffic.

In addition, Amazon Advertising's display promotion, Amazon DSP, streaming TV ads, etc. can be used in combination with products such as brand promotion within the Amazon Mall to achieve higher sales output. Amazon research shows that, on average, advertisers who make balanced investments in product promotion, brand promotion, and display promotion have a year-on-year sales growth of up to 15% and a higher return on advertising expenditure (ROAS) compared to advertisers who only use product promotion.

Connecting global consumers through multiple channels helps brands improve their advertising creativity

Amazon has hundreds of millions of active users worldwide, including more than 200 million Prime members. Amazon's Kindle, Freevee, Fire TV, interactive live broadcasts and community Twitch cover a variety of consumer life scenarios such as reading, entertainment, shopping, etc. Amazon Advertising connects brands and consumers through multiple scenarios, and helps brands formulate and optimize advertising strategies based on insights into consumers' shopping and browsing behaviors.

As the channels and methods for consumers to access information become fragmented and diversified, brand stories have become an important way to establish connections and trust with the audience. According to a survey by Harvard Business Review, 80% of consumers said they need to trust a brand before considering buying products from it. Data from third-party research organization Wyzowl shows that 73% of consumers prefer to learn about products and services through video ads. Video has become an important way to share brand stories.

Amazon Advertising has launched a series of product tools to enhance the visual creativity of advertising, enabling brands to tell their brand stories. For example, the video production tool newly launched this year can help advertisers quickly create video ads within 10 minutes with ready-made customized templates, without any additional cost; display promotion videos can help advertisers of any size create video ads and show them to millions of consumers in the Amazon store and across the entire network. In terms of resource docking, Amazon Advertising Creative Services can help advertisers discover and screen service providers based on their needs in multiple countries, create influential videos and other creative materials, simplify the creation process of creative materials, and lower the threshold for using full-basin marketing or brand marketing.

Amazon research shows that campaigns that combine video and display ads can increase brand awareness by 2 times more than campaigns that only include display ads.

Rich measurement indicators to optimize advertising strategies and marketing plans

The development of media technology has led to increasingly decentralized audience channels. According to eMarketer data, the average American household is exposed to more than 20 different channels for communicating with brands every day. Advertisers need more effective cross-channel measurement and evaluation solutions to fully control the effectiveness of advertising campaigns and brand building. Currently, Amazon Advertising cooperates with more than 30 third-party partners and provides more than 350 first-hand measurement indicators to help brands measure advertising and marketing effectiveness more efficiently and comprehensively.

For example, Amazon search advertising reports can help advertisers measure advertising performance and optimize delivery with indicators and data such as impressions, clicks, click-through rates, return on investment, and advertising cost-to-sales ratio. Brand indicators can help advertisers quantify and optimize their performance on Amazon sites and evaluate the drivers of business growth based on consumers' actual shopping interactions on Amazon. In addition, Amazon Marketing Cloud has also been fully upgraded this year to help advertisers gain a deeper understanding of the impact of different advertising formats, conduct more comprehensive cross-media attribution analysis, and launch partner certification, allowing advertisers to more easily find potential partners based on their own needs.

Continue to strengthen local services and go far with Chinese brands

Since entering China in 2017, Amazon Advertising has established offices in ten core cities across the country, and has continued to build and improve local service teams, build all-round, localized communication channels, and provide tailored solutions for the challenges and needs of overseas brands. At present, the "Amazon Advertising Academy" launched by the training team of Amazon Advertising China has released more than 800 trainings on advertising operations, covering nearly 20 national sites, 56 categories and hundreds of operational difficulties, and has provided training services to advertisers in more than 70 cities. Amazon Advertising's first seller instructor training program in China already has more than 70 instructors and has created 600 courses.

Amazon Advertising also launched customized salons, video creative training camps and other activities to share brand suggestions and provide overseas insights with Chinese companies going overseas, and to enhance the knowledge and skills of corporate brand building. At the same time, Amazon Advertising's 1-on-1 optimization service will provide advertisers with special diagnosis and optimization suggestions.

In addition, Amazon Advertising continues to empower third-party partners, including software service providers, advertising creative service providers, media and marketing service providers, operations management service providers, etc., and works with partners to help brands achieve performance goals and promote the sustainable development of overseas companies.

Starting from 2021, Amazon Advertising has launched two consecutive seasons of "Sailor Plan", which truly records the growth stories of Chinese brands in exploring overseas markets and provides Chinese sellers and brands with a variety of opportunities to be exposed on the international stage, such as the Cannes International Creativity Festival and Amazon Advertising unBoxed Global Conference. In the future, Amazon Advertising will continue to explore opportunities to help overseas companies gain global exposure and help them build global brands.

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