As the digital ad tech landscape becomes increasingly competitive, brands face growing pressure to optimize their strategies to achieve maximum return on investment (ROI). One way to ensure greater ROI is leveraging pre-campaign insights when building a media plan. Gaining access to this intelligence, however, can be challenging, especially when planning for walled garden environments.
MiQ and BirdDog have teamed up with Amazon to co-develop a solution for marketers activating on Amazon. The Streaming TV (STV) intelligence tool is designed to provide brands of any size with pre-campaign insights and recommendations for media planning on Amazon-owned properties, with a core focus on Amazon Prime Video Streaming TV advertising. The goal is to maximize the effectiveness of advertising budgets, driving higher engagement and improved business outcomes,
Amazon offers a unique platform to reach millions of users in the US, enabling data-backed activations and robust outcome measurement through Amazon DSP and Amazon Marketing Cloud. These powerful tools are enriched by Amazon's billions of first-party signals. The STV intelligence tool developed by MiQ and BirdDog aims to harness this potential for both endemic and non-endemic brands, integrating a variety of data sources to deliver a sophisticated, data-driven approach to audience segmentation, campaign optimization, and performance measurement.
How the STV intelligence tool will benefit marketers
Comprehensive Data Integration:
The STV intelligence tool will seamlessly integrate data from diverse sources, including Amazon’s first-party data signals, as well as TV viewership data. This integration will provide a holistic view of consumer behavior, enabling more precise targeting and strategic decision-making, whether you sell a product on Amazon or not. The STV tool is designed for brands of all sizes, including for brands that were previously not able to run on Amazon.
Advanced Audience Segmentation:
Leveraging this integrated data, the tool will offer advanced audience segmentation capabilities. Brands will be able to identify and target key audience segments with greater accuracy, ensuring their ads reach the right people at the right time across various channels, including display and Streaming TV ads.
Optimized Campaign Performance:
With features like Media Mix Modeling (MMM) and advanced predictive analytics, the tool will empower brands to optimize their campaign strategies in real time. This includes recommendations on budget allocation and optimization layers for traders to focus on the most effective tactics.
Measurement and Reporting:
The tool will provide detailed measurement and reporting insights, enabling brands to track key performance indicators (KPIs) such as Path to conversion, Incremental Reach, Return on ad spend (ROAS), Conversion rates, and New-to-brand (NTB) metrics. This will facilitate greater transparency and informed decision-making throughout the campaign lifecycle.
MiQ, Amazon, and Bird Dog collaboration is set to transform digital advertising
By combining first-party data signals from diverse sources and leveraging advanced analytics, the Amazon STV intelligence tool is set to transform how brands approach digital advertising both on and off Amazon, through the powerful capabilities of Amazon DSP and Amazon Marketing Cloud. It will enhance precision and reach, improve campaign efficiency, and drive better overall business performance through more informed, data-driven strategies.
This collaboration between Amazon, MiQ, and BirdDog underscores a shared commitment to innovation in digital advertising, providing brands with the tools they need to succeed in a rapidly evolving market.
