Prime Day 2.0 2023: Adtechs on how brands should approach it

It’s Prime Day 2.0 2023 and brands are gearing up to battle for consumers’ attention like never before.

As Amazon’s second major sale day ahead of the Christmas rush, Black friday, Cyber Monday et al, kicks off, we’;ve been asking our adtechs how they might make the most of the event in times when budgets are already stretched…

Lucia_MastromauroLucia Mastromauro, MD UK, Acceleration, a WPP Company

“Amazon’s Prime Big Deal Days comes strategically designed to boost online retail activity for a multitude of brands before the holiday season officially commences, ensuring they hit the ground running when it does.

“Savvy consumers have recognised that Prime days present prime opportunities to hunt for fantastic deals.

“For retailers, adopting an experimentation mindset and utilising advanced cross-channel measurement and optimisation solutions will be the gold standard strategy.

“This approach will enable them to effectively generate awareness and drive significant returns on investment during not only this event but also throughout the holiday season.”

Matt-Nash.jpegMatt Nash, UK Managing Director, Scibids

“Prime Day 2.0 is once again kicking the holiday spending season off early.

“Consumers across the nation will look to capitalise on these deals to ensure their Christmas budgets stretch as far as possible, given the persistent cost-of-living crisis being felt by many.

“Advertisers must therefore use this opportunity to consider media spend, ensuring that campaigns are working harder than ever to maximise ROI.

“With competition so high, to cut through the crowd, brands would be wise to consider the power of AI and customisable bidding in optimising campaigns.

“These brand-specific algorithms maximise outcomes by ingesting demand-side platform (DSP) log data alongside first- and third- party sources to focus on bespoke metrics, including attention and return on ad spend (ROAS).

“By investing in a brand’s tech stack, marketing strategies are more effective across the board, meaning brands are able to improve ROI not only this Prime Day, but ongoing”

nisha-eapen Nisha Eapen, Client Relationship Head – Digital Marketing, Preciso

Last year, for the first time, Amazon added two additional Prime Days, describing the move as a chance for consumers to get ahead with their Christmas shopping, with rarely available discounted deals.

“During an ongoing cost of living crisis, perhaps unsurprisingly, the approach was deemed a success. Now it’s up to other brands, too, to develop smart strategies around what looks likely to be a mainstay in the marketing calendar.

“Those brands that win will be those that communicate creatively, placing the consumer first and leveraging omnichannel platforms capable of supporting a variety of shopping behaviours across a targeted range of contexts and environments.

“With judicious use of ad technology, smaller brands can also benefit, even as the ad industry continues to evolve at breakneck speed, reshaping how advertisers engage with consumers and demanding ever more efficiency from marketing teams.

Ian-Liddicoat-AdludioIan Liddicoat, Chief Technology & Head of Data Science, Adludio

“Stealing the thunder of Black Friday/Cyber Monday, Amazon’s retail event has, in recent years, increasingly been considered the big spending moment of the Golden Quarter.

“With consumers looking to make the most of it, digital advertisers can expect a lot of competition that their campaigns will need to cut-through.

“This Prime Day, the winning ads will be those that are designed with personalised and relevant creative to capture attention and drive incremental sales.

“A key part of this will be those advertisers using AI, particularly in applying creative intelligence and integrating this with the data rich view Amazon has of product purchase and intent.

“Although advertisers have expressed some frustration with the transparency in pricing and platform interfaces, that are not the most user friendly, there is no doubt that the unification of Amazon data, AI and creative intelligence is a powerful mix.”

Saint-Betteridge-PicnicSaint Betteridge, Chief Revenue Officer, Picnic

Prime Day has become a bellwether for the upcoming holiday season, but as these events grow in popularity and the amount of noise around them increases, sales messaging fatigue is a valid concern.

“As always, marketers must prioritise ad experiences that respect and genuinely engage users, rather than disruptive ad formats that can actually damage longer term brand perception.

“This event must not be approached purely as a one-off. When done well, marketing at this time can lead to new customers or prospects, year-round.

Philip-Acton-adformPhilip Acton, Country Manager, UK, Adform

“With each year Amazon continues to cement its 2nd Prime Day in October as the new ‘king’ of the Golden Quarter, taking the wind out of Black Friday and Cyber Monday’s sails.

“This makes strategic sense given the wider shift in consumer purchasing habits this time of year, with interest in gift shopping appearing earlier and earlier in the lead up to Christmas.

“Having set a pace of urgency to the Quarter, brands must adapt quickly and efficiently to ensure their campaigns can cut through with discount-minded consumers – at the right time and the right place.

“CTV, which has had atmospheric growth in 2023 (and which Amazon itself is clearly prioritising with the recent announcement of its ad tier on Prime), should be considered the centrepiece of the advertisers’ arsenal at this time.

“Underpinning a sophisticated, omnichannel strategy, the channel will enable brands to deliver campaigns front and centre amongst their desired audiences this Prime Day and into the rest of Q4, resulting in some retailers’ ultimate goal – to see their products under the tree come Xmas Day.”

Julia Bielecka-Dąbrowska (1)Julia Bielecka-Dąbrowska, Head of Sales Development & Efficiency, RTB House

“Inflation has remained in a state of flux for many months and there is little evidence that this is about to change. As a result, consumers are looking for opportunities to save their pennies.

“Brands need to respond to this need and ensure that customers notice the value of their offer in this context.  Prime Day is the optimal moment to make a start on this.

“Competition will continue to be high throughout the golden quarter, so brands must differentiate themselves, both by announcing special offers, and by maximising their targeting capabilities, particularly via Deep Learning, to help with this.

“This technology makes data driven decisions, which are impossible to calculate using traditional Machine Learning algorithms, maximising the chances of getting their brand under the tree this year.

“With Prime Day 2.0 upon us, brands should be looking to both increase their ad budget, and invest in the latest technology available to ensure that they are reaching the right consumers as efficiently as possible.”

Dominic-Woolfe-EXTEDominic Woolfe, UK Managing Director, EXTE

“Advertisers are constantly battling for attention, striving to stand out amidst the digital cacophony, and events like Prime Day only exacerbate the situation.

“While there is no fail-safe blueprint for success, brands should follow a three-point strategy to help them cut through the clutter; target the right audience in suitable contextual environments, utilise impactful ad formats, and optimise creative content.

“This approach allows advertisers to drive memorability and a more robust emotional response.

“In addition, considering the size of the creative, its position on the page and proximity to other ads is also crucial.

“Providing focal points for the eyes and resonating with the audience can help advertisers gain prominence. And in the current climate, featuring the price is a clear win, as consumers prefer straightforward marketing messages.

“Adhering to these guidelines can significantly enhance the effectiveness of advertising efforts during Prime Day.

Anna-LiberaAnna Libera, Senior Research and Insights Executive at Azerion

“As we gear up for Prime Day 2.0 and the other major discount shopping events that follow, it’s crucial for marketers to be aware of the evolving consumer behaviours.

“In the current economic landscape, value carries heightened significance, therefore, the impact that this retail event will have on consumers will be interesting.

“This year, we anticipate consumers leveraging Prime Day as an opportunity to kickstart their holiday shopping, driven by the allure of discounted prices.

“Our research reveals that consumers are spending more intentionally and consciously around seasonal shopping and planning their deal-based purchases further in advance.

“Here’s a valuable tip for marketers: Our analysis indicates that advertisements highlighting irresistible discounts are the true winners.

“Even in the midst of economic challenges, there are still individuals treating themselves to a bit of non-essential retail therapy. So, as we approach Prime Day 2.0 and similar events, make sure your marketing efforts emphasise those awesome deals that can’t be missed.”

Thomas-IvesThomas Ives, Co-Founder and Director at RAAS LAB

“While persistent inflation may have relaxed its grip on the UK economy, the hangover of the sustained, cost-of-living crisis will still be felt by shoppers contemplating their 2023 Christmas spend.

“Combined with early interest in festive purchasing, of which John Lewis opening its online Christmas store in September is symptomatic, the Prime Day 2.0 discounts will be well-placed to pick up the brunt of Xmas spend.

“For those brands not advertising on Amazon, the retail giant may be setting the pace for consumers, but advertisers can nevertheless use the event to their advantage.

“In particular, delivering personalised ads during this time of discount-driven shopping, that highlight value and relevance to shoppers, will be a winning strategy. Brands should explore available technologies to assist here.

“Especially AI, which can design the perfect ad iteration and pair it with the right environment to resonate with specific consumer audiences. This will serve advertisers well for Prime Day 2.0 and beyond.”

Stephanie-Mukherjee-tacticalStephanie Mukherjee, Social and Performance Lead at Tactical

“The internet age is full of clutter. A never-ending conveyor belt of swipe, tap, forgettable.  And standing out among the crowd when it comes to major shopping events is tough business.

“It’s also important to point out that peak sale moments for the festive period tend to be prevalent in November and December. So brands need to ask themselves if Prime Day 2.0 even aligns with their overall strategy and objectives.

“If it does and you want to make a big impact this October, creative is key. But you don’t have to reinvent the wheel to be successful.

“The great thing about repurposing creative is that audiences tend to remember and respond positively to content they’ve liked and seen before. Revisit and refine creative you know is  effective. This will help reinforce your message and strengthen your connection with customers.

“Those that infuse high impact, innovative creative into their Prime Day 2.0 campaigns will capture consumers’ hearts, minds, and wallets, leaving a lasting impression that extends far beyond the event itself.”

Faye-LeneghanFaye Leneghan, Creative Strategy Lead at AMA

“Prime Day gives brands an opportunity to boost their sales and visibility, but success depends on careful planning and strategic media strategies.

“We know that competition is fierce, and with the effects of the economy continuing to impact consumer spending, consumers will likely approach this season with caution.

“Brands should therefore be focused on combating hyper-fatigue by helping consumers cut through the noise, making it easy for them to find what they are looking for.

“The answer lies in dynamic audio ads. By delivering customised, data-driven, dynamic ads, brands can help consumers avoid overconsumption by serving the appropriate product or offer to the right person at the right time, thus engaging listeners and building relevance.

“What’s more, through sequential messaging, offers and products can be rotated so listeners are less likely to hear the same ad over and over, which reduces fatigue.

“By taking full advantage of dynamic audio, brands could even create one ad where dynamic lines can be switched in throughout the quarter to align with seasonal moments, from Prime Day 2.0 to Black Friday and beyond.

“Furthermore, contextual data such as device type or location can be used to drive listeners to the relevant site or store to complete their purchase.”

Hugh_StevensHugh Stevens, UK MD, LiveRamp

“While retail inflation may have slowed in recent months, the lingering effects of the cost-of-living crisis will see shoppers carefully considering their spend in the run up to Christmas.

“In fact many will likely put affordability ahead of traditional brand loyalty. Therefore, UK shoppers will fully appreciate Amazon’s second Prime Day for efficient and discount-driven seasonal purchasing.

“Indeed, in offering customers this compelling purchasing experience, Amazon’s model is a testament to the power and value of Retail Media Networks (RMN) for marketers.

“By leveraging data collaboration within Amazon’s Data Clean Room, brands not only can extract valuable insights and measurement from its wealth of first-party customer data, they are also able to use it to find new, valuable audiences to target in the future – which is similar to what brands can expect across leading data collaboration solutions.

“This approach will serve them well in driving positive business outcomes during events such as Prime Day and beyond.”

Suzanna-Chaplin-CEO-esbconnectSuz Chaplin, Founder and CEO, esbconnect

“Amazon Prime Day 2.0 is a chance to put your brand in front of consumers at what has traditionally been the busiest time of the year.

“But it’s crucial that marketers look to data and insights to inform their campaigns. With a great deal of competition across a variety of ecommerce platforms, it’s important to focus on getting the right products in front of the right people.

“Approached carefully, with a considered and data-driven approach, events such as these can be the ideal opportunity to attract and engage new customers, and not just in the short term.”