AMC offers cutting-edge capabilities in terms of breaking down common barriers within advertising. The first and foremost advantage of using AMC is that we can now see how our display ads are affecting our pay-per-click (PPC) advertising, and vice versa—essentially the path to purchase.
What’s really powerful about that is when we’re considering adding Streaming TV ads into our advertising strategy. Before AMC, you could roughly gauge if there was an impact by reviewing business reports and so forth; however, not being able to see KPIs tied directly to outcomes made it hard to determine ads’ true attribution across our entire media mix. AMC helps to solve that as it can explicitly demonstrate what incremental reach or conversion single ad format bring to the table, and we can also clearly see the impact our top-funnel awareness campaigns are having on our lower-funnel campaigns.
For example, if we want to understand how conversion rate evolves as shoppers come across multiple advertisements throughout their journey, we are now able to understand this, thanks to AMC. We’ve seen new-to-brand purchase rate 2.5x higher among audiences exposed to display, Streaming TV ads, and sponsored ads.2
Another advantage is that we can bring advertisers’ first-party signals into AMC to start to unpack audience personas, and answer questions like, “Is there overlap between what we’re seeing a direct-to-customer onsite vs. in the Amazon store?” or “What does that consumer journey look like?” AMC is a great tool because it is an environment that allows us to securely utilize and uniquely measure many insights that are crucial in answering these and countless other questions.