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Tag: Amazon Ads

  • Neha Singh Warrier joins Amazon Ads as lead content monetisation

    Neha Singh Warrier joins Amazon Ads as lead content monetisation

    MUMBAI: Neha Singh Warrier, a veteran in media sales with over two decades of experience, has joined Amazon Ads as lead content monetisation for the west and south regions in India. Warrier announced her new role on LinkedIn, expressing her excitement to be at the “intersection of content, commerce and technology.”

    She joins Amazon Ads after a significant tenure at Sony Pictures Networks India, where she served as associate vice president of SonyLiv digital ad sales. Her role involved transforming marketer engagement on over-the-top (OTT) platforms and securing sponsorships for major sporting and entertainment intellectual properties (IPs). Before that, she was the head of digital sales at Zee5, where she consistently exceeded revenue targets and pioneered long-term strategic sales plans.

    Warrier’s career also includes a decade-long stint at Discovery Inc, where she was an associate director of advertising sales, leading ad sales for the Discovery network’s flagship channels. She was recognised as a “stellar performer” for her role in achieving a compound annual growth rate (CAGR) of 24 per cent over ten years. She also held roles at Mirriad, CNBC-TV18, and Sony Entertainment Television, where she worked on monetising marquee IPs like Bigg Boss and Indian Idol in their inaugural years.

    A professional athlete in her early career, Warrier stated that she applies the same dedication and teamwork skills to her professional endeavours. She is known for her ability to take calculated risks and propose innovative strategies to deliver tangible results.

  • Colgate’s crown jewel Priyanka Khaneja Gandhi heads to Amazon

    Colgate’s crown jewel Priyanka Khaneja Gandhi heads to Amazon

    MUMBAI: She’s brushed up brand campaigns for over a decade  and a half— now she’s scrubbing into a new gig. After a sparkling 16-year stint at Colgate-Palmolive (she resigned in mid-2024), Priyanka Khaneja Gandhi has moved on to lead Amazon India’s advertising marketing and creative solutions  as head of Amazon India Ads Marketing.

    The Mumbai-based marketing powerhouse, long synonymous with Colgate’s integrated brand experiences, joined Amazon in April 2025. At the ecommerce behemoth, she will helm creative and marketing solutions for its burgeoning ads business — a space heating up as retail media becomes the new battleground for digital dollars.

    At Colgate, Gandhi led from the front as director – integrated brand experience, overseeing everything from media strategy to e-commerce marketing. She commanded advertising spends north of Rs 500 crore annually, driving digital transformation and performance metrics across social, search, video, and influencer platforms. Her remit spanned digital content, shopper campaigns, data strategy and even building a first-party data ecosystem — all of which align seamlessly with Amazon’s ad-tech ambitions.

    Before Colgate, she sharpened her skills at top media shops like Madison, Carat, Starcom, and Enterprise Nexus. Across more than two decades in the trenches, Gandhi’s been a steady force behind brand communication, media efficiency and digital innovation.

    Now, with Amazon turning up the heat in the Indian advertising market, all eyes will be on how Gandhi retools the e-retailer’s pitch to brands and buyers alike — from toothbrushes to tech.

  • Amazon MX Player unveils over 100 new shows at StreamNext event

    Amazon MX Player unveils over 100 new shows at StreamNext event

    MUMBAI: It was meant to amaze and Amazon MX Player’s first edition of StreamNext event did so – more than expected. It showcased  the advertising video on demand platform’s ambitious plans for 2025, featuring over 100 new show announcements and interactive ad innovations. Attendees included global marketing leaders such as Martin Sorrell and Benedict Evans, alongside entertainment figures like Bobby Deol, Suniel Shetty, Jackie Shroff, and Malaika Arora.

    Amazon MX Player head Karan Bedi highlighted the platform’s extensive reach with 1.4 billion app downloads and over 250 million unique monthly users across mobile and connected TVs. “Amazon MX Player is driving the shift from linear TV to digital streaming, offering unmatched free content across genres,” said Bedi. “The key thing about this growth is that it is not just restricted to a single demographic but is happening across the board — across ages, genders, and income groups. The main driver of this shift is that audiences are moving from TV to digital as India’s premier mass consumption medium. But more than just reach, streaming also provides a higher quality of engagement. In many countries, especially India, a higher proportion of users engage with ads while streaming when compared to TV.

    “Going beyond engagement, to actual ROI in terms of recall or consideration, streaming wins over every other medium. While it scores well on immediate impact, the difference is even more pronounced from a long-term impact perspective, where the gap widens. This is because video streaming is an active consumption medium, and TV is passive,” added Bedi. 

    Amazon MX Player content head Amogh Dusad unveiled 40 new Hindi originals and returning favourites like Aashram, Hunter, Hip Hop India, and Playground. New series include Bhay – The Gaurav Tiwari Story, starring Karan Tacker and Kalki Koechlin; The Titan Story, chronicling the rise of the Indian brand Titan; and First Copy, a crime drama set in 1990s Mumbai.

    MX Player ads

    Reality show Rise and Fall, featuring Ashneer Grover and produced by Banijay Asia, follows contestants divided into “Rulers” and “Workers” competing in an iconic skyscraper setting. The platform also announced Petty Cash, a thriller about a botched bank robbery in Purulia, starring Tanya Maniktala and Sahil Mehta.

    Bedi emphasised the platform’s role in transforming advertising by leveraging Amazon’s data insights. New ad formats, including in-stream shoppable ads, were introduced, boasting viewer interaction rates six to seven times higher than industry standards.

    “Our audiences are highly engaged viewers and we have a strong understanding of their shopping patterns, an advantage that only Amazon MX Player can provide. Even brands that don’t sell products or services on Amazon can connect to customers through this premium world of content and by leveraging our first-party shopping signals, to enhance their campaign effectiveness”, said Amazon MX Player director Aruna Daryanani.

    Amazon Ads India head Girish Prabhu described Amazon MX Player  as a “full-funnel advertising solution” allowing brands to directly measure campaign outcomes and reach highly engaged audiences.

    It was followed by an evening get together of the entertainment industry at a scale not witnessed for a long time now, probably since the Covid lockdowns. Most industry veterans appreciated the no-expenses-spared approach by the Amazon team with Saleem-Suleiman performing some of their favourite hits, and getting both the advertising and marketing professionals and  entertainment  executives and stars on the dance floor swaying to their beats.

    A host of stars including producers like Sameer Nair, Deepak Dhar, Lalit sharma, JD, Sudhir Sharma, Lalit Sharma, Sameer Gogate, All3Media’s Sabrina Douquet, Rishi Negi, Neil Bhatt, Mishaal Wanvari, Khalid Khan, Prerna Wanvari, Jennifer Winget, Rajiv and Raghu Laxman, Saurabh Tiwari, Namit Sharma, Ratna Sinha, Manish Singhal, Atul Agrawal Rithwilk Dhanjani, Tejkiran Bajaj, Zakir Khan, Arjun Bajalani, Simple Kaul, Juhi,  Manav Gohil, Varun Badola, Rajeshwari Sachdeva, Natalie de Lucio, amazon’s Nikhil Madhok – spent the evening catching up with each other. 

  • Society Tea blends tradition with on-box advertising campaign

    Society Tea blends tradition with on-box advertising campaign

    Mumbai: Society Tea has collaborated with Amazon Ads on an innovative on-box advertising campaign. As part of this campaign, Society Tea will integrate its branding onto Amazon’s delivery boxes. This integration further reinforces Society Tea’s commitment to innovation and customer engagement in the ever-evolving tea industry. The special delivery boxes will be available across Bengaluru and Mumbai.

    This collaboration with Amazon Ads marks a significant milestone for Society Tea as it is the first time it has used on-box advertising to reach customers. The activation represents an extension of Society Tea’s successful online and above-the-line (ATL) campaign which is “Taazgi Bhari Pyaali Society Waali”.

    Karan Shah, Director of Society Tea, remarked, “Our collaboration with Amazon Ads represents an exciting new medium for Society Tea, allowing us to extend the reach of our campaign across omni-channels, leveraging special delivery boxes as mini billboards for our latest advertising campaign. By reaching customers in new ways through this campaign, we hope to not only expand our customer base but also introduce our variety of products to a wider audience.”

    “We always strive to help brands reach relevant audiences across both online and offline touchpoints,” said Amazon Ads India director, Growth Customer Sales, Kapil Sharma. “We have worked with Society Tea for a number of years now. Using on-box advertising, we hope to help Society Tea introduce its range of products to homes across India.”

     

  • “We ensure that every campaign carries a clear, compelling message”: Adbuffs’s Ananya Roy

    “We ensure that every campaign carries a clear, compelling message”: Adbuffs’s Ananya Roy

    Mumbai: Adbuffs is a Kolkata-based digital-first performance marketing agency which automates digital advertisements for businesses to deliver tangible results. The brand is endeavouring to carve a niche in the D2C marketing industry with its laser focus on launching and scaling eCommerce brands worldwide, accelerating growth for their eCommerce companies’ partners.

    The agency offers a plethora of services related to Facebook & Instagram Ads, Google Ads, Amazon Ads, Email Marketing, WhatsApp Marketing, Creatives and a secondary line of services including Quora, Building Shopify and WooCommerce sites, and Influencer Consultation.

    Being in a robust client-oriented sector and with high thriving competition, the agency’s diligent work by their team of 80 professionals has sailed their boat through the waters. In this era of the talent war, the top marketing agency has thrived hard to maintain a positive culture with high retention rates.

    Within the short span of four years, the company’s strength has grown from 6 to 100 and has successfully served 200+ D2C brands and clients.

    Looking ahead, Adbuffs is poised for even greater accomplishments, with an anticipated growth rate of 80% in the fiscal year 2023-24. Bolstered by its solid foundation and unwavering vision, the company is well-equipped to navigate the challenges of the digital landscape and emerge victorious.

    Indiantelevision.com caught up with Adbuffs media buying manager Ananya Roy, where she shared numerous insights of their agency…

    Edited excerpts

    On Adbuffs setting apart from traditional marketing agencies and its approach towards digital-first strategies

    What truly differentiates Adbuffs from traditional marketing agencies is our creative-first philosophy woven into a digital-first approach. In a landscape where every brand’s fight for attention is unique, Adbuffs understands that a bespoke plan of attack is crucial. We don’t just apply standard strategies; we create narratives that encapsulate a brand’s essence and speak directly to its audience.

    Our methodology begins with a deep dive into the brand’s existing ecosystem, dissecting data to uncover what works and pinpointing untapped opportunities. This rigorous analysis ensures that the strategies we deploy are not only creative but grounded in hard evidence of what resonates with the target market.

    The digital-first lens through which we view the marketing world isn’t just about being online; it’s about thinking in terms of connectivity, real-time engagement, and leveraging data insights to craft campaigns that are as effective as they are inventive. This approach isn’t limited to digital execution; it permeates every aspect of our planning, from ensuring technical integrations are seamless to interpreting analytics for a continuous cycle of improvement.

    Adbuffs’ culture celebrates experimentation, encouraging a test-and-learn environment that’s agile and responsive. This mindset allows us to stay ahead of trends and adapt to the ever-evolving digital space, ensuring that clients’ brands don’t just compete but set the pace in their respective industries.

    In summary, Adbuffs isn’t just a marketing agency; it’s a digital powerhouse that uses creativity and a digital-first approach to build powerhouse brands ready to dominate the digital arena.

    On the agency tailoring its strategies to target specific audiences and demographics effectively

    At our agency, we craft our strategies by focusing on three key elements: creative personas, thematic creatives, and message-driven approaches.

    Firstly, we build detailed creative personas—these are like sketches of the specific groups of people we want to reach. By understanding their interests, behaviors, and preferences, we can tailor our content to resonate with them on a personal level.

    Next, we develop creatives that are not just visually appealing but also follow a theme that speaks to our target demographic. This thematic approach ensures that our campaigns are cohesive and tell a story that aligns with the audience’s values and interests.

    Lastly, we ensure that every campaign carries a clear, compelling message. This message-driven approach guarantees that our ads do more than just grab attention—they also communicate the brand’s message in a way that’s relevant and engaging to the specific audience we’re targeting.

    By combining these elements, we create campaigns that effectively connect with different audiences and demographics, turning viewers into loyal customers.

    On specific tools you use to optimize campaign performance

    We use internal reporting tools & google sheets to get daily reports.

    On any innovative approach that Adbuffs employs to stay ahead in the competitive digital marketing landscape

    Adbuffs integrates a deeper level of financial analysis into our marketing strategies by focusing on key financial metrics such as COGS (Cost of Goods Sold), CM1 (Contribution Margin 1), and CM2 (Contribution Margin 2). This enhanced Finance & Marketing approach ensures we’re not just driving revenue, but also improving the bottom line for our clients.

    Here’s the expanded approach with this integration:

    Financially-Driven Decision-Making: Beyond ROI, we examine how marketing efforts impact overall financial health, scrutinizing metrics like COGS to ensure marketing spend translates into profitable growth.

    Budget Optimization with COGS in Mind: Understanding the cost of goods sold helps us better allocate marketing budgets, ensuring that we’re promoting products with a favorable cost structure and high potential for profit.

    Data-Driven Insights Into Profitability: By analyzing CM1 and CM2, we gain insights into the direct contribution of marketing efforts towards covering fixed costs and generating profit. This allows us to prioritize campaigns that significantly lift these margins.

    KPI-Focused Campaigns Aligned with Financial Health: Our marketing KPIs are directly aligned with financial metrics like CM1 and CM2, ensuring that we’re not just driving sales, but are also enhancing the profitability of each sale.

    Risk Management Through Financial Metrics: By keeping a close eye on COGS, CM1, and CM2, we manage the risk associated with marketing investments more effectively, adjusting strategies to maintain or improve these key financial indicators.

    Strategic Investment Based on CM1 and CM2: We strategically invest in marketing channels and campaigns that have proven to improve CM1 and CM2, ensuring that marketing efforts are directly contributing to the economic value of the business.

    Incorporating these financial metrics into our strategy not only sets Adbuffs apart in the digital marketing field but also aligns marketing initiatives closely with our clients’ overall business performance, ensuring that every campaign we run is a step towards greater profitability.

    On the future of generative AI as it is still in its infancy stage

    The future of generative AI, particularly in its application to digital marketing, is poised to revolutionize how businesses understand and interact with their customers, especially through advanced metrics like Customer Lifetime Value (LTV) and Customer Cohorts analysis. Here’s a more detailed look into its potential impact:

    Deepening Customer LTV Understanding: Generative AI can process vast amounts of data to predict Customer Lifetime Value with greater accuracy. By analyzing customer behavior, purchase history, and engagement patterns, AI can identify key factors that influence LTV. Marketers can use these insights to tailor strategies that enhance customer retention, optimize acquisition costs, and increase overall profitability.

    Segmentation and Personalization through Customer Cohorts: With generative AI, marketers can create more nuanced customer cohorts based on a variety of behaviors and preferences. This segmentation enables highly personalized marketing campaigns, product recommendations, and content delivery that resonates with each group. AI’s ability to continuously learn and adjust these cohorts in real-time means marketing efforts can become more targeted and effective over time.

    Automating and Optimizing Customer Journeys: By leveraging insights from Customer LTV and Cohort analysis, generative AI can automate personalized customer journeys at scale. From the initial point of contact through various touchpoints to post-purchase follow-ups, AI can ensure that every interaction is optimized for individual customer needs and preferences, significantly enhancing the customer experience.

    Predictive Analytics for Strategic Decision Making: The predictive capabilities of generative AI extend beyond marketing tactics to strategic decision-making. Understanding Customer LTV and Cohort behaviors helps businesses allocate resources more efficiently, develop products that better meet customer needs, and identify potential market opportunities before they become obvious.

    Ethical Data Use and Customer Trust: As businesses rely more on AI for Customer LTV and Cohort analysis, maintaining ethical standards in data use becomes crucial. Generative AI must be deployed in ways that respect customer privacy and build trust, ensuring that personalization efforts are perceived as valuable rather than intrusive.

    Enhanced ROI through Efficient Marketing Spend: By focusing on high-LTV customers and understanding the unique characteristics of different cohorts, businesses can optimize their marketing spend. Generative AI enables more efficient use of resources by targeting efforts where they are most likely to yield long-term returns.

    In conclusion, the integration of generative AI into digital marketing strategies, particularly through the lens of Customer LTV and Cohort analysis, promises a future where marketing is more personalized, efficient, and aligned with customer needs than ever before. As generative AI technologies evolve, they will undoubtedly become a cornerstone of successful digital marketing strategies, driving innovation and competitive advantage in a crowded marketplace.

  • Smarties India 2023 honours winners shaping the future of marketing

    Smarties India 2023 honours winners shaping the future of marketing

    Mumbai: The 12th edition of MMA Smarties India Awards 2023, one of the most prestigious events in the marketing industry, concluded with great acclaim, recognizing outstanding achievements in the realm of modern marketing. The awards ceremony, which took place on October 5th, 2023 at Taj Santacruz, Mumbai brought together the finest minds and innovators in the field of marketing.

    Smarties India – jury chair & Raymond CEO Sunil Kataria commented, “The 12th edition of SMARTIES™ India 2023 Awards has been an extraordinary celebration of marketing innovation and excellence. This year’s shortlisted nominees showcased the ever-evolving landscape of marketing, with campaigns that have redefined the boundaries of innovation and left an indelible mark on our industry. SMARTIES continues to push the envelope by introducing fresh categories and celebrating campaigns that not only drive business impact but also excel in various aspects of modern marketing. As we celebrate the winners at the gala event, I’m inspired by the ingenuity and creativity that have been showcased, and I look forward to how these campaigns will shape the future of marketing excellence in India.”

    The evening’s most prestigious accolade, the ‘Brand of the Year,’ was deservedly conferred upon Google Search, a testament to their unmatched innovation and substantial impact. Equally deserving, the ‘Advertiser of the Year’ title found its rightful place in the hands of Mondelez India Foods Private Limited, honouring their outstanding contributions and industry leadership.

    Further industry recognition saw Cadbury Silk and Google Search awarded as ‘Grand Prix/Best in Show’; Glance awarded as ‘Enabling Technology Company of the Year,’, alongside notable wins in categories such as ‘Media Agency of the Year’ and ‘Creative Agency of the Year’, by Wavemaker India and Leo Burnett India respectively.

    Amazon Ads was celebrated as the ‘Publisher of the Year’ while the esteemed ‘Most Resilient Brand of the Year’ title was claimed by Lay’s, Pepsico India and Leo Burnett India. Notably, the newly introduced categories also saw Schbang and WPP India excel, with wins in ‘Digital Agency of the Year’ and ‘Holding Agency Company of the Year’ respectively, firmly establishing their positions as trailblazers in their respective domains.

    In an impressive showcase of marketing excellence, a diverse array of brands emerged triumphant at the SMARTIES India 2023 Awards. The category of Personalisation, often regarded as the vanguard of modern marketing, bore witness to the Gold, Silver, and Bronze Awards being secured by Luminous Power Technologies Pvt. Ltd. and Wavemaker; Mondelez India Foods Pvt. Ltd. and Wavemaker and Mondelez India Foods Pvt. Ltd. and Wavemaker respectively. This impressive feat further solidifies their reputation as pioneers in this dynamic field.

    Smarties India – jury chair & Colgate-Palmolive (India) Ltd CEO & managing director Prabha Narasimhan added, “SMARTIES™ India 2023 Awards continue to celebrate creativity, innovation and the strategic acumen behind impactful marketing campaigns. I’m excited to see how these campaigns will continue to inspire and shape the future of marketing excellence in India.”

    All SMARTIES winners are listed and ranked in the MMA Business Impact Index, which uses a proprietary methodology developed in partnership with WARC to recognize the best of the best in the Advertising and Marketing industry. It is the first and only global modern marketing index that identifies, ranks and awards top agencies, advertisers, brands and solution providers driving significant business impact.

    The MMA Smarties India Awards 2023 spotlighted the categories that garnered the highest number of entries, namely Creator/Influencer/Celebrity Marketing, Data Insights/Contextual Marketing, and Brand Experience within the dynamic realm of modern marketing. The awards were presented in various categories, each showcasing remarkable achievements and ground-breaking strategies that have reshaped the industry.

    Smarties India – jury and MMA India county head & board member Moneka Khurana, expressed her excitement about the 12th edition of SMARTIES™ India 2023 Awards by saying, “The SMARTIES India Awards have consistently showcased the ever-evolving landscape of marketing in India. As we embrace digital transformation and witness innovative approaches in marketing, it’s inspiring to see the diverse and impactful campaigns that have made it to the shortlist this year. These campaigns reflect the spirit of innovation that drives our industry forward and sets the bar higher for future marketers. I’m thrilled to be a part of this celebration of excellence, and I can’t wait to see which campaigns emerge as the champions of innovation in marketing.”

    Out of 150 shortlisted entries, representing diverse sectors such as FMCG, OTT, retail, BFSI, technology, and more, a total of 94 metals were handed over at the gala. The winners will also be given digital awards or NFTs which they can claim or prove their contribution to the award and campaign with the information available on the blockchain at any time. The NFT holder will also be eligible to avail of gratifications and access to exclusive assets from MMA Global like events, case studies, seminars, workshops, and more.

    Smarties India – jury & MMA board member and managing director APAC- Rohit Dadwal commented, “The SMARTIES™ India 2023 Awards once again underline the pivotal role of modern marketing in shaping the future of our industry. It’s truly inspiring to witness how brands are continuously pushing the boundaries of creativity and harnessing the power of technology to drive innovation and engagement.”

    In a ground-breaking move, SMARTIES™ India 2023 introduced the inaugural edition of “Smarties Unplugged.”- a unique pre-gala event that brought together marketing thought leaders who shared innovative and creative work designed to benefit tomorrow’s marketers and cater to the changing mindset of consumers.

    Kick-starting the event with a warm welcome by Khurana with Tanya Saihgal as the host. The event featured several informative sessions. In the first segment, top SMARTIES India shortlisters engaged in a gamified conversation on Creativity, Content and partnerships and the second part explored Channels, Data and analytics, with nominees discussing marketing strategies in an insightful and enjoyable manner, facilitated by Saurabh Parmar. Saurabh Parmar, an eminent figure in the marketing landscape, hosted two insightful sessions at “Smarties Unplugged.” Key sessions included “Intelligent Effectiveness: Measuring the ROI of AI on Optimization & Personalization” by Dadwal. Soundsmith of BrandMusiq founder Rajeev Raja delved into “#TheFutureIsSound” and the role of sonic identities in today’s digital world. The event culminated in “Marketing Excellence Unplugged – Navigating New-Age Trends & Tech,” featuring industry leaders like Vikram Pandey, National Creative Director, Leo Burnett India Devika Sharma, VP and GM – India, InMobi; Sidharth Singh, Lead – Countline & Gifting Marketing, Mondelez India and Rohit Dadwal, MMA Board Member and Managing Director APAC, MMA APAC and other speakers, providing actionable insights for adapting and innovating in the dynamic marketing landscape.

     

  • Nearly 80% of urban consumers use ecomm portals for online product research: GroupM report

    Nearly 80% of urban consumers use ecomm portals for online product research: GroupM report

    Mumbai: WPP’s GroupM and Wunderman Thompson in partnership with Amazon Ads launched the ‘Content Strategies for the New-age Digital Consumer’ playbook. According to the report, nearly 80 percent of urban internet users in India use ecommerce portals for online product research, and 25 percent of them visit ecommerce portals for product research even for their offline purchases. 350 million Indian consumers are expected to make a purchase online in 2025, as per an MMA-GroupM report, which is a steep jump from 150 million online buyers in 2020.

    The playbook seeks to be a complete guide for building content/ creative communication strategies for the touchpoints in ecommerce networks, with the aim to help marketers and agency professionals in making efficient decisions around revamping their online content strategies. It covers key reasons why brands should have a separate communication strategy for ecommerce touchpoints. It also touches on ideas around content and engagement strategies to efficiently drive visibility and recall with millions of ‘intent’ consumers.

    GroupM South Asia president – growth and transformation Tushar Vyas said, “Brands have aimed to reshape their marketing strategies considering the consumer behaviour transformation that has taken place in the last two years. Before digital started dominating our lives, consumers preferred going to stores to make their purchases; but today, be it any commodity, it’s fascinating to see consumers doing thorough research online and then buying things online or going to stores. Digital Consumers are increasingly spending more time on emerging digital platforms and hence there is a need for a separate communication approach, which is why we’ve come up with this playbook with Amazon Ads and Wunderman Thompson to help marketers build stronger consumer connections.”

    The pandemic saw several long-term lifestyle and consumption changes in the last two years. All these changes, adaptations, and revelations took place with the massive rise of digital convenience. Be it researching, purchasing products or buying services like insurance, digital platforms have now become crucial partners. These ‘Digital consumers’ are more informed, participative, well-employed and more affluent than the average internet users in India. They have diverse interests and an evolved lifestyle and they rely on ecommerce networks for their product research and shopping needs.

    Wunderman Thompson South Asia chief digital officer Manoj Mansukhani said, “We saw an exponential growth of consumers moving to online shopping during Covid-19. The trend only continues to grow as more customers are coming online to shop from Tier 2 and Tier 3 cities. With marketplaces like Amazon becoming the first port of call for product searches, brands need to develop a separate content strategy to help engage with customers on these platforms. The playbook with Amazon Ads and GroupM showcases ideas for brands to help build the right communication strategy with consumers on these platforms.”

    Amazon Ads India director-ad sales Vijay Iyer commented, “Digital Channels are now an inseparable part of our lives and have forever changed why, how, what and where we buy. Ecommerce marketplaces are playing a crucial role in not just aiding, but shaping the brand and product discovery. Marketers have the unique opportunity to build connections with customers through an immersive content experience rather than restricting themselves to “advertising real estate”. This playbook will help marketers and agency professionals get ideas for building customized content marketing strategies for ecommerce touchpoints.”

    The playbook leverages audience intelligence resources to help understand a brand’s TG better through product research/shopping based deterministic affinity signals. It also covers content marketing levers for building integrated experiences and establishes retail readiness with optimal detail pages and innovates with immersive and integrated experiences through Stores.