It’s a good question, and the answer changes based on a brand’s objectives. There are, for example, marketers who must plan on the upfront cycle, and others who are much more tactical. Either way, it’s important for marketers to ask: Is the bulk of relevant audiences reachable? Does a particular supplier that I’m investing with not only have the demographic audiences at scale I’m seeking, but later—as I become retail aware of tactics I should consider—do they consistently have the insights and scale that will help me pivot? Do I have enough flexibility to change tactics at a later date?
You saw with the pandemic, what happened was much different from what advertisers had planned during their upfronts. You need the ability to be flexible and navigate, even under changing conditions. At Amazon Ads, we’re dedicated to working with brands to help them identify opportunities specific to their brand and category, and creating an insights-driven objective, inclusive of audiences, placement, and budget.