How full-funnel solutions help drive discovery for Home brands
14 December 2020
By Nitesh Akhaury
Senior Vertical Marketer
We’re all doing a lot more at home these days. According to a recent report by MRI Simmons, many people in the US are filling their time with cooking and baking, streaming entertainment and reorganizing their living spaces.1 In support of these activities, they’re also shopping for products for their homes – from their homes. A study by Kantar found that more than 25% of US consumers are shopping more frequently using online channels compared to last year.2 As a result, businesses in the Home retail category have exciting opportunities to grow their brands by introducing their products to customers who are shopping more frequently online and who are new to the Home category.
Today’s shoppers have a wide selection of brands and products from which to choose. So how do you help them choose yours?
Use a full-funnel strategy to help drive discovery
Customers interact with Amazon to discover and research products, watch films and TV shows, and get inspired by things like design ideas and cooking recipes.
You can help customers discover and learn more about your brand’s products by leveraging different Amazon touchpoints that customers interact with throughout their shopping journeys. Incorporating a full-funnel strategy – including sponsored ads, display and streaming TV ads – helps customers engage with your brand from awareness to consideration to purchase, across multiple channels.
Home brands see results using full-funnel solutions
Full-funnel solutions can increase awareness across categories, and advertisers in the Home category have seen positive impact and increased efficiency by implementing such solutions. Home brands that used a full-funnel strategy, including display and video, saw more impressions from branded shopping queries and higher conversion rates than advertisers who focused only on lower-funnel tactics.
For example, Kitchen Appliances brands that ran full-funnel campaigns saw 44% higher share of impressions from branded shopping queries, compared to those that did not.3
Kitchen Appliances brands that added display ads to their sponsored ads campaigns saw 20% higher conversion rates, compared to those only running sponsored ads. And brands that added OTT (over-the-top) ad campaigns, also known as streaming TV ads, saw 138% higher conversion rates than those with sponsored ads and display only.3
*Conversion rate = purchase/detail page view
Further, Home Furnishing brands that ran full-funnel campaigns saw 330% higher share of impressions from branded shopping queries, compared to brands that did not.3
Home Furnishing brands that added display ads to their sponsored ads campaigns saw 44% higher conversion rates compared to those running only sponsored ads. And Home Furnishings brands that added OTT ad campaigns saw 30% higher conversion rates than those with sponsored ads and display only.3
These insights show that advertisers in the Home category are seeing a positive business impact from using complementary solutions together within a full-funnel strategy.
For brands new to this approach, though, it’s easy to get started.
How to get started with full-funnel
If you’re a brand that’s already using Sponsored Products or Sponsored Brands, Sponsored Display is a simple way to start building a full-funnel strategy, because it’s self-service, there’s no minimum spend and you can promote an entire product catalog in minutes.
To continue broadening your reach across channels and help increase customer discovery and conversions, we recommend adding display ads through the Amazon DSP and Amazon Streaming TV ads.
Ready to start building your full-funnel strategy? Reach out to your Amazon Ads team or contact us to get started.
1MRI Simmons, April 2020
2Kantar, “How COVID-19 transformed the world’s shopping habits”, July 2020
3Amazon internal data, 2019, US