Recently, Skai’s SVP of Global Partnerships, Claudia Virgilio, was interviewed by the Amazon Ads team.
In the blog post, How Skai empowers brands to build successful omnichannel marketing solutions, Virgilio was asked a handful of questions related to how Skai uses Amazon DSP and Amazon Attribution to help our clients be successful.
“This interview was part of a wider initiative to help promote Amazon DSP and Amazon Attribution—two critical components that are helping to grow the already bustling retail media space,” says Virgilio. “Specifically, Amazon DSP enables both endemic and non-endemic advertisers to utilize the powerful, native data and targeting on and off Amazon. It’s exciting to see how the Amazon Ads team is innovating as the channel grows.”
The following is an excerpt from the Amazon Ads blog post. Please check out the full article on the Amazon Ads blog:
Tell us about Skai’s approach to advertising with Amazon Attribution for measurement and Amazon DSP for campaign execution. How do you use these products to help drive success for your advertisers?
“Over the past two years, we’ve seen shifts in shopping patterns. The way customers are browsing, researching and purchasing products has turned the traditional marketing funnel upside down.
Using both Amazon Attribution for campaign measurement and Amazon DSP for campaign activation, coupled with online search and social, allow advertisers to have a full-funnel, connected retail marketing strategy to help drive success across the media that matters most.
By integrating with Amazon DSP and Amazon Attribution, Skai offers this omnichannel view in one unified tool so brands and agencies alike have full visibility of their advertising and control across their entire marketing program.”
How have learnings from Amazon Attribution and Amazon DSP helped optimize your clients’ full-funnel strategies? How have they helped promote collaboration across your organization?
“An insight-driven full-funnel marketing strategy can drive significant value. An upper-funnel approach with Amazon DSP, alongside a mid-funnel or a cross-channel approach across search and social, allows us to take a 360-degree approach to the customer journey to drive better results. Measurement of each channel through Amazon Attribution is a vital step in understanding the impact of your advertising efforts.
The changes we’ve seen in the way customers shop are also disrupting traditional organizational structures within advertising companies. Online retail, paid search, and paid social once lived in siloed departments. We are seeing these departments come together and collaborate to help customers find products relevant to them with a full-funnel strategy. These teams are not only sharing budgets, but also sharing information and insights to ensure that no matter the marketing channel, the main message drives to the advertiser’s goal.”