iStock.com/georgeclerk
A New Startup Could Boost Amazon’s Presence in TV Advertising
June 28, 2024
A new advertising company called Gigi aims to capitalize on Amazon’s expanding streaming services for its business growth.
Gigi is a startup focused on simplifying the process for brands to purchase and assess streaming video ads on Amazon. According to co-founder and CEO Adam Epstein, the objective is to assist brands in transitioning their television advertising budgets to Amazon’s platform, leveraging its extensive data on consumer purchasing behaviors and online interests. At first, Gigi’s efforts are concentrated on using programmatic technology to facilitate the purchase of Prime Video ads.
Amazon’s introduction of an ad-supported tier on Prime Video in January has significantly influenced the television advertising market. Analysts on Wall Street project this tier to generate $7 billion in revenue for Amazon within this fiscal year.
Epstein said, “We see an opportunity in this one narrow use case.” He added, “We think that there’s a lot of problems to solve. A lot of people are trying to formulate their Amazon streaming TV strategy.”
Gigi has engineered technology that interfaces with Amazon’s demand-side platform for programmatic ad purchases and Amazon Marketing Cloud, a secure environment for ad measurement and customer insights. Advertisers face an uphill battle with Amazon’s streaming TV ad formats as tracking sales proves more complex compared to the straightforward last-click attribution used for Amazon’s core search ads, which are typically credited with driving sales.
Epstein highlighted Gigi’s goal to help brands utilize Amazon’s DSP for tracking digital ad last-click attribution and integrate it with Amazon Marketing Cloud for measuring branding metrics, especially for TV ads. He emphasized the challenges brands face in navigating AMC’s technology for SQL queries without deep technical expertise. Gigi addresses this with an API for Amazon Marketing Cloud, enabling creation of lookalike audiences and providing detailed metrics like TV ad campaign reach.
Recent News
Costco Rotisserie Chicken Packaging Faces Backlash
Costco Rotisserie Chicken packaging has stirred up a storm among loyal customers, who are not pleased with the change from plastic clamshell containers to plastic food service bags. This environmentally motivated move, aimed at reducing plastic waste, began rolling out across the United States in March 2024, as reported by Consumer Reports.
Kate Spade New York and Heinz Collaborate
Kate Spade New York has dipped into a new and flavorful collaboration, teaming up with Heinz to launch a limited-edition capsule collection that celebrates the iconic ketchup brand. This unique partnership blends the chic style of Kate Spade New York with the vibrant spirit of Heinz, offering a range of fashion and accessories infused with Heinz’s signature red and classic branding.
California Restaurants Can Still Charge Service Fees
California Governor Gavin Newsom signed Senate Bill 1524 into law, allowing California restaurants and bars to continue charging service fees, health surcharges, and other similar costs, provided they are clearly disclosed to customers. This emergency measure, which swiftly passed through the state Assembly and Senate, comes just in time to exempt these establishments from the provisions of Senate Bill 478, set to outlaw such fees starting July 1.
Save Mart Acquired by Jim Pattison Group, Retains Current Management
The Jim Pattison Group, a prominent Canadian conglomerate with extensive business operations in Canada and the U.S., has expanded its reach by acquiring Save Mart Companies from private equity firm Kingswood Capital Management, which had owned the retailer since 2022.