Building Smarter Campaigns Using Audience Insights
According to Advertiser Perceptions research, most advertisers believe first-party insights are superior to third-party insights because the information is proprietary. However, about 1 in 3 advertisers do not believe their current first-party insights strategy is mature. In addition, many marketers in industries like finserv don’t sell online through retailers like Amazon, which makes them less likely to benefit from first-party browsing or purchasing signals. In order to build rich audience insights, these brands often need to augment through third-party and research partnerships.
“Media consumption is more fragmented than ever and finserv marketers are struggling to weave different touch points together to optimize the customer journey,” says Chris Fuller, head of financial services at Amazon Ads. “To bring an impactful campaign to life, brands need to understand customer needs and passion points.”
With billions of audience insights across shopping and media consumption, Amazon Ads offers the ability to reach hundreds of millions of active customer accounts worldwide.
U.S. advertisers ranked Amazon among the leading partners they
are using or considering
to reach and discover new audiences.
224 million
200 million
Unique U.S. visitors each month on Amazon.com
2
Prime members worldwide
3
1
4
5
Amazon Ads
Is Offering A Solution
Custom research built on third-party and first-party insights that may help finserv companies reach their audience in a smart new way
Financial services is a complex category. Bringing consumer truth into it isn’t a simple matter of repurposing a framework. We needed to map the needs of consumers to build the robust engine behind FinServ Audience Activator.”
“
Jennifer Johnston Canfield
Senior Vice President of Strategy & Growth, Kantar
Amazon Ads collaborated with leading insights and consulting company Kantar to help solve for some of these emerging challenges. The result: FinServ Audience Activator, a custom research solution that delivers new insights to help brands understand the finserv customer holistically.
FinServ Audience Activator findings provide a detailed look into how consumers think and feel about managing their finances, how they engage with unique categories of financial products, which categories they are likely to adopt in the future and what defines them as finserv consumers more broadly.
The learnings are the result of a robust, multi-phased effort, including aggregating relevant insights from a 10,000-consumer survey, qualitative research sourced from a stand-alone online forum and direct video conversations, and five years of historical online search information. These insights can help brands understand how consumers approach money management,
what financial products they are using and what motivates
their behaviors.
Introducing FinServ Audience Activator
FinServ Audience Activator may help brands
create tailored marketing campaigns based on everything from attitudes to life stage milestones —and it’s not just advertisers who can benefit.
Consumers have high expectations—and they should. They expect brands to
deliver valuable experiences. FinServ Audience Activator can help brands deeply understand their audiences and build relevant advertising experiences to connect with customers in exciting ways.”
“
Chris Fuller
Head of Financial Services, Amazon Ads
FinServ Audience Activator research provides a deeper understanding of different finserv audiences, but the insights will become even more actionable when overlaid with Amazon’s first-party signals. This may help advertisers who don’t sell products in Amazon’s store bridge the gap and drive campaign performance through Amazon’s proprietary browsing, purchase and media signals. From the Kantar-Amazon research, Amazon Ads will create unique audience personas that are specific to subcategories, including banking and payments, insurance, brokerage and personal finance. Finserv brands will be able to use the audience personas to plan and optimize their Amazon Ads campaign strategies.
With access to these custom audience personas, advertisers can sculpt marketing campaigns with more intention. This means improving messaging relevance based on audience needs.
“Our research is culminating with the creation of unique and differentiated audience segments—informed by first- and third-party findings—enabling us to deliver an enhanced, insights-driven proposition to advertisers. These proprietary personas will help advertisers gain more clarity to deliver campaigns that are relevant to the audience. I view FinServ Audience Activator as much more than a custom advertising research solution. It’s a way to ultimately create a better end-to-end experience for customers who may be in need of an insurance policy, credit card, investment service or personal finance help,” adds Fuller.
To learn more about Amazon Ads, visit advertising.amazon.com.
