The Ad Project

Ad Advance

The Ad Project is your ultimate guide to conquering the world of digital advertising and retail media. While we specialize in unravelling the complexities of Amazon advertising, we explore the entire retail media landscape, providing you with comprehensive insights that empower you to excel in the rapidly evolving e-commerce industry. Our expert guests bring a wealth of knowledge to the table, ensuring you're equipped with the latest strategies and tactics to thrive in the highly competitive digital marketing space. What sets us apart is our holistic approach, offering a deep dive into Amazon advertising while also exploring the broader retail media ecosystem and offering practical, actionable advice that you can implement immediately to improve your strategy. Whether you're a seasoned advertiser or just getting started, The Ad Project is your trusted resource for staying ahead of the game, driving results, and achieving success across multiple platforms. read less
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Episodes

Navigating the Extended Holiday Landscape: Trends, Challenges, and Strategies
Dec 20 2023
Navigating the Extended Holiday Landscape: Trends, Challenges, and Strategies
In this episode of The Ad Project podcast, Joe Shelerud and Maarja Hewitt explore distinctive trends observed during the recent holiday season, comparing them to previous years. A significant focus is placed on the extension of holiday deals, as major retailers like Walmart and Amazon initiated Black Friday promotions as early as November. This departure from the conventional concentrated shopping period posed challenges for both consumers and advertisers.Key Discussions:Extended Holiday Deals: Joe and Maarja emphasize the shift towards a more prolonged holiday shopping season, highlighting major retailers extending Black Friday deals throughout November. The elongation of promotional periods introduces uncertainty for consumers, impacting their decision-making on the optimal time for purchases and challenging traditional peak shopping days.Advertising Strategies and Consumer Behavior: The episode underscores the significance of adapting advertising strategies to align with evolving consumer behaviors. Joe and Maarja discuss the impact of early deals on the effectiveness of traditional peak shopping days like Black Friday and Cyber Monday. Additionally, they stress the need for advertisers to stay informed about seasonal trends, enabling them to proactively adjust bidding strategies and campaigns.This episode emphasizes the importance of staying attuned to these evolving trends to optimize advertising strategies for future holiday seasons.
A Conversation with Amazon Ads on Customization and Customer Focus
Dec 7 2023
A Conversation with Amazon Ads on Customization and Customer Focus
SummaryIn this episode, Joe Shelerud interviews Dave Katz from Amazon Ads. Dave is a marketing technology strategist at Amazon Ads. He guides developers, product teams, and data practitioners to build scalable and effective technology. He has over 15 years of experience in the advertising technology industry working on both the buy and sell sides. As a former marketing analyst, Dave led the adoption of full-funnel attribution analytics for multiple large consumer and business brands.Key discussions in this episode include the evolution of the digital advertising space, the impact of privacy changes on advertising, and the shift towards first-party data and retail media. They also explore unique ad placements on Amazon-owned properties and the power of Amazon Marketing Cloud. The conversation highlights the focus on customization and democratization of technology, as well as the continuous improvement and customer focus at Amazon Ads.TakeawaysThe digital advertising space has evolved from ad networks to real-time bidding and demand-side platforms, with a focus on performance metrics and optimization.Privacy changes, such as the removal of cookies, require advertisers to find alternative ways to measure and optimize their campaigns.First-party data and retail media are becoming increasingly important in the digital advertising landscape, allowing advertisers to target relevant audiences and measure the impact of their advertising.Amazon offers unique ad placements on its owned properties, such as streaming services and Twitch, providing advertisers with access to a diverse and engaged audience.Amazon Marketing Cloud is a powerful tool that allows advertisers to analyze and measure the impact of their advertising across Amazon's platforms.The focus at Amazon Ads is on customization and democratization of technology, allowing advertisers to build unique capabilities and optimize their campaigns.Continuous improvement and a customer-centric approach are key principles at Amazon Ads, with a focus on gathering feedback and iterating on products and features.
Exploring Walmart Advertising: A Comprehensive Dive
Oct 20 2023
Exploring Walmart Advertising: A Comprehensive Dive
Today we welcome back Melissa Barnstorf, Director of Walmart Marketplaces & Account Manager at Ad Advance, to explore the fascinating realm of Walmart advertising and how it stacks up against the giant - Amazon. If you've been wondering about the ins and outs of Walmart ads or if you're looking to understand the key differences between these e-commerce powerhouses, this episode promises valuable insights.Melissa kicks off the conversation by offering a glimpse into Walmart's advertising landscape, which bears a resemblance to Amazon's early days – marked by rapid growth and a wealth of untapped opportunities. Together, they dive into the array of ad types, with a particular focus on sponsored products. Throughout the episode, you'll gain a comprehensive understanding of the advertising controls at your disposal, from the nuances of auto and manual campaigns to the unique placement settings that allow for precise targeting.They also discuss the game-changing Walmart Fulfillment Services (WFS), offering speedier shipping, smoother returns, and the highly sought-after W+ badge, which rivals Amazon Prime. What makes this episode even more intriguing is the insight into the current lower level of competition on Walmart's platform, making it a golden opportunity for sellers to carve out their niche.Whether you're eager to explore the uncharted territory of Walmart advertising or simply curious about the ever-evolving world of e-commerce advertising, this episode is an invaluable resource.
The Q4 Advertising Tips You Didn't Know You Needed
Aug 31 2023
The Q4 Advertising Tips You Didn't Know You Needed
Is your Amazon advertising strategy ready for Q4?This week’s episode of The Ad Project is a good gut check to help brands preparing for the busiest shopping season of the year. We explain the importance of planning ahead for Q4, especially during major shopping events like Prime Day and Black Friday, and leveraging Amazon's DSP to target upper-funnel audiences to build brand awareness and engagement. We emphasize the value of utilizing the overlap report to identify relevant audiences and stress that success is not solely measured by immediate Return on Ad Spend (ROAS) but also by considering factors such as new-to-brand percentages and lifetime value. A couple Q4 tips from our experts: Kick Off Upper Funnel Campaigns Early: Focus on targeting audiences that show interest in your product category and lifestyle, using the overlap report to identify relevant segments. Implement the Tentpole Strategy: Utilize the tentpole strategy, which involves starting with upper-funnel efforts to create awareness and engagement ahead of these events. During the events themselves, allocate budget for both upper-funnel and retargeting campaigns to maximize impact. Remember that the lead-out period post-event may not be as distinct during Q4,but you can still continue to engage potential customers, especially for products like gift cards that remain relevant even after traditional holiday shipping cutoffs.The episode highlights the significance of strategic timing, audience targeting, and the tentpole strategy for successful Q4 advertising campaigns.