Samsung leverages display advertising

In September 2016, Samsung, the world’s largest mobile phone manufacturer, worked with Amazon display advertising to drive product visibility and sales for their recently launched Samsung On5 Pro and On7 Pro smartphones. Through the use of display ads, Samsung reached out to over 26MM unique shoppers on desktop and mobile devices, with its products being viewed over 2x more than competition. The display ads solution allows brands to display their ads on premium high-traffic placements on Amazon.in.

“During the festive season, Amazon display advertising contributed to over 30% of the overall product page views, creating the desired traction for the newly launched Galaxy On Pro phones,” says Tathagat Jena, General Manager (Marketing), Samsung India Electronics Pvt Ltd.

One of Samsung’s advertising objectives was to generate product searches and enquires for the On Pro series phones on the online medium. Ever since Samsung began the advertising campaign in September, the number of searches for the keywords "On Pro 5" and "On Pro7" grew by 70% month over month. This had a direct impact on sales, which grew by 90% over the non-advertised period.

“The Amazon team managed the ad campaigns very effectively. The recommendations provided by the team around aspects such as targeting, creative inputs, and trying out several calls-to-action on the ads helped us achieve our ambitious business objectives," says Mr. Jena.

With Amazon Ads, Samsung ran varied types of targeted ad campaigns that also reached groups of Amazon customers who were most likely to take action after exposure to their ads, such as those who were in the market for other mobile phones. With carefully targeted ads served across Amazon, Samsung maximized exposure among groups that mattered the most, resulting in 35% incremental product sales and selling 5x the units sold by competition.

"The tool has ensured that we reach out to active potential buyers and influence them at an early stage of their buying journey. We look at display advertising as an always-on digital marketing tool that will be an integral part of our marketing mix,” says Mr. Jena.