Campaign media awards winner - Retail Online and Offline

Campaign  judges were impressed by Amazon's use of out of home, digital media and location data. The brand went on to report record-breaking UK Black Friday sales.

The Objective

Maximise Black Friday sales, and ensure that consumers chose to buy through Amazon instead of the competition. Every media touchpoint had to act as a direct response channel, with the OOH channel investment as targeted as possible.

The Methodology

Working with mediabridge and the bitposter platform, the agency was able to plan and optimise out of home placements utilising the same data assets (AMP) across multiple channels, enabling a true integration of strategy and implementation across online and offline media.

The Execution

Using its Audience Management Platform AMP, powered by data partnerships with YouGov and Acxiom, Amazon was able to accurately identify where its target audience would be at a given time in the physical world. The Bitposter platform was then used to purchase and increase out of home inventory investment to match audience locations.

The AMP target audience was ingested into bitposter planning platform to identify and optimise available OOH sites, heavily improving the efficiency of OOH targeting. IDs were then tracked post OOH exposure, enabling Amazon to retarget people through mobile and other devices linked to these IDs.

Media investment was co-ordinated cross-channel, with digital OOH playing a pivotal role in driving mobile and online sales.AMP data targeting enabled dynamic investment decisions allowing more targeted utilisation of outdoor media.