At Amazon, we’ve suspected for some time that campaigns on our site not only drive on-Amazon sales, but offline sales and brand benefits for our advertisers, as well. Procter and Gamble worked with Amazon to test the impact of an Amazon advertising campaign on offline sales and key brand metrics in addition to sales on Amazon.com.
Amazon targeting outperforms demographic targeting
There was a 15% lift in overall sales among group reached using Amazon targeting compared with an 8% lift among those reached using traditional demographic targeting.
The Amazon media solution
Amazon worked with P&G to develop a solution that targeted Olay’s most likely customers using Amazon’s real-time, first-party data. By reaching customers who were in-market for skincare products and relevant Amazon lifestyle segments, P&G was able to accurately pinpoint their most receptive customers and affect both sales and brand perceptions among these group.
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide.
Source: Nielsen Brand Effect, 2012