GroupM in global shoppable content deal with Amazon

GroupM has signed a global deal with Amazon to offer clients creator-led “shoppable” content that will run within the ecommerce giant’s suite of advertising services, including Amazon DSP (demand-side platform) and Amazon Sponsored Brand placements.

Developed by The Goat Agency and available exclusively to GroupM clients via Goat, it is claimed that the collaboration will enable advertisers to drive more effective ecommerce with audiences on Amazon.com.

While GroupM already works with Amazon, key new features of this partnership include the ability to programmatically buy ads off-site in every market where it is available and Sponsored Brands, an “above the fold” Amazon.com ad placement.

The two will now be linked, allowing creator content and Amazon sponsored ads slots to be paired, connecting content and advertising capabilities in retail media.

Meanwhile, insights from campaigns run with Amazon Ads will be used to cyclically inform The Goat Agency’s custom creative and sharpen audience targeting.

Combining Goat’s offering and Amazon Ads Audience targeting, the agency claims clients will benefit from improved commercial outcomes by aligning creator content with the audiences most likely to convert by content type across both display and video formats.

The collaboration will also mean creator content can be uploaded onto Product Pages and Brand Stores, potentially increasing conversion rates and helping to turn Brand Pages on Amazon into “inspiration hubs” for consumers.

GroupM Nexus global head of commerce Samantha Bukowski said: “This is an important step we’re taking to better connect the creativity and engagement of creator marketing with the scale and sophistication of our commerce capabilities.

“We’re excited to continue this collaboration with Amazon to further integrate inspirational content in commerce advertising in ways that deliver value for clients and Amazon’s consumers.”

Goat Agency global product director Nilam Atodaria added: “Teaming up with Amazon Ads creates valuable opportunities for clients looking to activate creator-led campaigns in a performance-centric way.

“This collaboration allows us to deliver greater value for our clients by deploying more engaging and intelligent campaigns that drive measurable business outcomes.

“This unique combination brings an alternative version of social commerce, one which puts consumers and their shopping habits at the heart of product development.”