Amazon advertising is one of the most commercially efficient paid channels available to product brands today, and one of the most consistently mismanaged. The mechanics are relatively straightforward. The strategy behind it is not. Most brands treat it as a retail support tool and wonder why it never quite delivers the returns they expected. Done…
Amazon display advertising puts your brand in front of shoppers who are actively browsing, comparing, and buying, not just searching. Unlike sponsored search ads that capture existing intent, display placements on Amazon work further up the funnel, reaching audiences based on shopping behaviour, product category interest, and purchase history across Amazon’s ecosystem and beyond. Used…
Amazon video advertising places brand messages inside one of the few environments where attention and purchase intent genuinely overlap. Shoppers on Amazon are not browsing passively , they are already in a buying mindset, which changes what video can do for a brand at every stage of the funnel. That context matters more than the…
Account based advertising is a paid media approach where you concentrate budget on a defined list of target accounts rather than broadcasting to broad audiences. Instead of optimising for reach, you optimise for relevance to the specific companies and buying groups most likely to convert, and you coordinate that advertising with sales activity rather than…
Advertising return on investment measures the revenue or business value generated relative to the cost of running advertising. The formula is straightforward: revenue attributed to advertising, minus the cost of that advertising, divided by the cost, expressed as a percentage. What is not straightforward is whether the revenue you are attributing to advertising would have…
Generative AI is changing how connected TV advertising campaigns are built, optimised, and measured. The technology can now produce creative variants at scale, personalise ad experiences by audience segment, and surface performance signals that would take human analysts days to process. Whether that translates into better campaign outcomes depends almost entirely on how the capability…
Media agency fees typically range from 5% to 15% of managed ad spend, though the actual number depends heavily on the size of the account, the scope of work, and the type of media being bought. For large accounts running tens of millions annually, fees compress toward the lower end. For smaller accounts with complex…
Digital advertising models determine not just how you pay for media, but how you think about risk, efficiency, and growth. The model you choose shapes your incentives, your data, and your ability to scale. Most businesses default to what their agency recommends or what the platform makes easiest, which is rarely the same as what…
A cookieless advertising strategy is an approach to targeting, measurement, and personalisation that does not depend on third-party cookies. It uses first-party data, contextual signals, identity solutions, and privacy-preserving technologies to reach audiences and attribute performance. The shift has been coming for years, and the brands that have prepared quietly are already in a stronger…
Cause-related advertising is a commercial strategy in which a brand publicly aligns itself with a social, environmental, or charitable cause as part of its marketing activity. At its best, it builds genuine brand equity, deepens customer loyalty, and earns the kind of attention that paid media struggles to buy. At its worst, it is expensive…
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