Full-funnel marketing with Amazon – Amazon launches placements on Prime Video in 2024

Nakoa.Digital – Full-funnel marketing with Amazon – Amazon launches placements on Prime Video in 2024

You may have heard that Amazon is planning big things to expand its advertising offering, giving advertisers and marketers a new way to reach their target audiences. In this blog article, you’ll learn all about Amazon’s latest plans that could change the marketing game. Amazon will introduce ad slots on its popular Prime Video service in 2024. This news has attracted a lot of attention in recent weeks and promises to take full-funnel marketing to a new level.

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Amazon Prime Video opens up to advertising

The latest news from Amazon states that the company plans to integrate ads into its Prime Video service. This means that viewers who use Prime Video may experience advertising in the near future. This is a notable development as in the past Amazon has mainly relied on subscription models and selling products. By introducing advertising on Prime Video, Amazon is entering a new playing field that will allow companies to reach its huge viewer base.

When will this happen?

The launch of advertising on Prime Video is expected to begin in early 2024. Initially, customers in the US, UK, Canada and Germany will be able to enjoy ad space. Later in 2024, users in France, Italy, Spain, Mexico and Australia will also be able to see ads. This phased approach will allow Amazon to test the impact of advertising on different markets and ensure that the experience is optimised for viewers.

Fewer ads than on TV

The good news for those worried about an excessive amount of advertising on Prime Video is that Amazon emphasises that the number of ads will be limited. In fact, the company plans to show “significantly fewer ads than on traditional linear TV and other streaming providers.” This is an important mention as it indicates that Amazon is committed to balancing advertising and content to preserve the user experience.

The option of an ad-free alternative

For those who want absolutely no advertising in their streaming experience, there is an option. In the US, users who prefer an ad-free experience can do so by paying a monthly surcharge of $3. The availability of an ad-free alternative in other countries will be announced at a later date. This approach gives viewers freedom of choice and allows Amazon to offer different pricing structures.

No price increase for Prime memberships

An important piece of information for current Amazon Prime members is that Amazon has no plans to increase prices for Prime memberships in 2024. This means that the introduction of advertising on Prime Video will have no direct impact on the cost of your Prime membership.

Review of Prime Video

Reviews of Prime Video are mixed. CNET calls it a “really great inclusive extra” for Prime members. However, it also points out that as a standalone service, Prime Video might be a little weaker compared to other options like Netflix and Hulu. It’s worth checking to see if Prime Video suits your individual viewing habits.

Trends in the streaming industry

The introduction of advertising on Prime Video is part of a broader trend in the streaming industry. Both Netflix and Disney+ introduced ad-supported plans last year, joining most other major streaming services, including Max (formerly HBO Max) and Hulu, which offer advertising plans. Pricing for these ad-supported plans varies by provider, with some offering lower-cost options and others offering more expensive deals.

Amazon’s experience with ad-supported streaming

Amazon already has experience in ad-supported streaming through its Amazon Freevee service, formerly known as IMDb TV. This streaming service requires no paid membership and is supported by limited advertising. It includes a mix of original content from Amazon and Freevee, as well as other films and series. There is even a Freevee channel for Prime Video.

Conclusion

The introduction of advertising on Prime Video is a significant step for Amazon and an interesting turning point in the streaming industry. This decision opens another gateway for advertisers to reach their target audiences. The ability to watch fewer ads or choose an ad-free option for an additional fee gives viewers more control over their streaming experience. It remains to be seen how this move will affect the landscape of full-funnel marketing and viewer habits, but it is certainly a development to watch. Amazon already has a strong influence on retail and digital advertising, and the introduction of advertising on Prime Video could further strengthen that influence. We will continue to monitor developments in this area closely. Stay tuned!

Need help?
Patrick is our Head of Retail Media. With many years of experience in selling on marketplaces, he advises you on marketing and content. He also supports you with the right marketplace setup to accelerate the growth of your business. Contact him by mail or by phone at +49 89 215 276 60.

Selling successfully and profitably on About You: A Guide for Fashion Brands

Nakoa.Digital – Selling successfully and profitably on About You: A Guide for Fashion Brands

The world of e-commerce offers fashion brands a variety of ways to sell products. One of these promising ways is through online marketplaces, where millions of potential customers search for trendy clothes, shoes and accessories. In this article, we will take a closer look at how fashion brands can successfully and profitably sell on the ABOUT YOU marketplace.

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ABOUT YOU: A promising marketplace

Over the past few months, our marketplace experts at Nakoa have taken a close look at the performance of many of our fashion customers on the ABOUT YOU marketplace. The results were extremely promising and offer valuable insights for brands looking to expand their presence on marketplaces.

  1. Lower cost per click (CPC) – More visibility: One of the outstanding features of ABOUT YOU is the comparatively lower cost per click (CPC) compared to other marketplaces such as Zalando. On average, CPCs on ABOUT YOU are about four times lower. This means that fashion brands can gain more visibility and traffic here at a fraction of the cost. A lower cost base makes it possible to use marketing budgets more efficiently and achieve greater reach.
  2. Impressive Return on Ad Spend (ROAS) – Maximum profitability: Return on Ad Spend (ROAS) is a key measure of advertising campaign profitability. For some of our clients, we achieved impressive ROAS results on ABOUT YOU – often more than double that of Zalando and sometimes even in the four-digit range. These figures illustrate the enormous potential of ABOUT YOU as an efficient advertising platform for fashion brands. Here, investments in advertising can generate a significant profit.
  3. Challenges of scaling – Sponsored Products: While ABOUT YOU undoubtedly offers many benefits, there are also some challenges, especially in terms of scaling. One of the challenges is that the algorithm usually favors wholesale brands. This means that smaller fashion brands have to work harder to increase their visibility in the marketplace. In addition, there are fewer ad placements overall on ABOUT YOU compared to other platforms.
  4. Our conclusion: ABOUT YOU as a promising marketplace: our experience with ABOUT YOU shows that this marketplace is an excellent option for fashion brands to achieve impressive performance even with a limited budget. The lower CPCs and high ROAS values make ABOUT YOU a promising marketplace and advertising channel for fashion brands.

Tips for success on marketplaces

In addition to the specific advantages of ABOUT YOU, there are some proven strategies that can help fashion brands market successfully and profitably on marketplaces:

  • Optimization of product information: A detailed and appealing product description, high-quality images, and correct pricing are critical to gaining customer trust.
  • Targeted advertising: Use the advertising options on marketplaces to increase your visibility. Be sure to use the right targeting to best appeal to your target audience.
  • Manage inventory: Efficient inventory management is essential to ensure high customer satisfaction and avoid negative reviews due to delivery issues.
  • Customer Service: Provide excellent customer service to resolve customer questions and issues in a timely and professional manner.
  • Leverage feedback: Analyze customer reviews and use feedback to continuously improve your products and services.
  • Multi-channel strategy: Consider a multi-channel strategy that includes building your own e-commerce website in addition to marketplaces. This provides additional flexibility and independence.
  • Regular analysis: Monitor the performance of your products and campaigns on marketplaces continuously and adjust your strategy accordingly.

Conclusion

Selling successfully and profitably on marketplaces like ABOUT YOU requires a well thought-out strategy, clear positioning and continuous adjustments. The lower cost per click and impressive ROAS values make ABOUT YOU a promising option for fashion brands. Through a combination of targeted advertising campaigns, high-quality products and excellent customer service, fashion brands can successfully take off on marketplaces and grow their business.

Need help?
Patrick is our Head of Retail Media. With many years of experience in selling on marketplaces, he advises you on marketing and content. He also supports you with the right marketplace setup to accelerate the growth of your business. Contact him by mail or by phone at +49 89 215 276 60.

Marketing and sales potential on ManoMano

Nakoa.Digital – Marketing and sales potential on ManoMano

ManoMano is the online marketplace for all DIY and garden lovers! ManoMano attracts a specific DIY target group that loves DIY, renovation and gardening. This means you can showcase your products directly to this ready-to-buy audience, resulting in higher conversion and more relevant customers. But when should you consider ManoMano and how can you benefit from it?

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Target group and niche

ManoMano targets a specific DIY audience that has a passion for DIY, renovation and gardening. If your brand offers products in these areas, ManoMano is the ideal marketplace to score directly in front of your target audience. It is always easier to sell products when customers are already searching for them. This allows for a higher conversion rate and more relevant customer relationships.

Wider reach

Being on ManoMano opens the door to a broad customer base that you might not be able to reach through other sales channels. This means you expand your reach and have the opportunity to attract new customers. Do-it-yourselfers and garden enthusiasts from different regions can discover and buy your products.

Trust and credibility

ManoMano has an excellent reputation in the DIY and gardening industry. By listing your products on this marketplace, you can benefit from this positive image. Customers who trust ManoMano will also trust your brand when they see your products there. This can help you to gain the trust of new customer groups.

Marketing and visibility

ManoMano actively invests in marketing activities to promote the marketplace and attract customers. As a seller on ManoMano you can benefit from these marketing efforts without having to increase your own advertising budget. Your products become part of a targeted marketing campaign that increases your visibility and attracts customers to you.

Sales tools

ManoMano offers a variety of tools and features to help you manage sales and inventory. These tools make it much easier to process orders and deal with customer enquiries. This helps to keep your sales processes running smoothly and your customers happy.

Cross-selling

On ManoMano you can often present your products in combination with other relevant products. This enables positive cross-selling effects. For example, if a customer buys a lawn mower, you can also offer him matching accessories such as lawn seeds or garden tools. This will increase the average basket value and increase your sales

Internationalisation

ManoMano is already present in several countries, including France, Germany, Italy and Spain. This gives you the opportunity to sell across national borders and expand your international presence. You can reach customers in different countries and offer your products worldwide.

Launch on ManoMano

ManoMano offers e-commerce companies the opportunity to present DIY and garden products to a specific target group. But what is the best way to be successful on ManoMano?

  • Step 1 – Strategy on ManoMano
    Whether you want to focus on a specific niche or pursue a quality strategy, our marketplace team at Nakoa Digital | Scaling Marketplaces can help you choose and develop a tailored product and marketplace strategy. A clear strategy is crucial to succeed on ManoMano.
  • Step 2 – Setup & Integration on ManoMano
    Integration on ManoMano can be done via the API or an integration partner such as ChannelEngine. It is important to ensure a smooth integration so that your products can be presented in the best possible way on the marketplace.
  • Step 3 – ManoMano Fulfillment
    ManoMano even offers its own fulfilment programme that can help you manage the logistics and shipping of your products efficiently. This takes the pressure off you and keeps your customers happy.
  • Step 4 – SEO & Content on ManoMano
    Search engine optimisation (SEO) and content optimisation are crucial to maximise your visibility and reach on ManoMano. You should ensure that your product pages are optimised to rank well in search results. Furthermore, engaging and informative content is important to attract customers.
  • Step 5 – Retail Media
    We can develop your appropriate marketing strategy to increase your sales. This can be done through sponsored products, onsite display ads or offsite campaigns on platforms such as Facebook and others. A targeted marketing strategy will help maximise your presence on ManoMano and generate more sales.

Conclusion

ManoMano offers companies in the DIY sector an excellent opportunity to present DIY and garden products to a specific target group. With the right strategy, integration and marketing efforts, you can succeed in this emerging marketplace and benefit from the many advantages it offers. If your brand offers products for DIY and gardening enthusiasts, it’s time to put ManoMano on your radar and take advantage of the opportunities this marketplace offers.

Need help?
Patrick is our Head of Retail Media. With many years of experience in selling on marketplaces, he advises you on marketing and content. He also supports you with the right marketplace setup to accelerate the growth of your business. Contact him by mail or by phone at +49 89 215 276 60.