By Michael Bürgi – January 7, 2025 –
Maintain to date with Digiday's yearly protection of the Consumer Electronics Show (CES) in Las Vegas. More from the series →
Omnicom continued to concentrate on advances and modifications in search throughout CES today, revealing a collaboration with Amazon Ads and Omnicom's Flywheel system that makes it possible for access to 5 years of purchase information– a relocation Amazon is revealing today for its Amazon Marketing Cloud clean-room option, and a growth from the present 13 months of information.
The offer provides Omnicom Media Group and Flywheel first-to-market gain access to in the U.S. to the broadened information, with the objective to extend it worldwide. Once again, much of the circulation of details will likewise go through Omnicom's operating platform Omni, as it finished with Omnicom's revealed search handle Google the other day.
Via a beta test, Flywheel clients have the ability to gain access to 5 years of purchase history to see how customers' purchase practices and conversions have actually developed or altered because time, which permits brand names to change their methods appropriately.
“This ability, which [Flywheel] has actually led the advancement of [for OMG]is both going to empower our capability within Amazon's sponsored advertisements, so basically Amazon search ability, however likewise more broadly,” stated Megan Pagliuca, Omnicom Media Group's primary item officer. “There's a great deal of chatter in the market that scale does not bring a benefit in a biddable world. Yes, it does, and this is another example of that.”
Patrick Miller, co-founder of Flywheel, discussed that given that Covid initially impacted customer practices by exceptionally increasing their usage of e-commerce, Amazon's ended up being a growing number of crucial to brand names, consisting of CPG and others ruled out endemic to the e-commece giant.
“Within the CPG classification, over a 4 year window we saw 70% of consumers purchased from one CPG [on Amazon],” stated Miller. “But that's likewise real in other classifications also– within garments, 52% of clients bought numerous times over 4 years. … And so for brand names, it permits them to examine a longer amount of time and see those insights to then state, ‘Hey, this deserves it because financial investment within search or screen.”
“The launch of this enhanced ability contributes to our suite of full-funnel AMC marketing services that allow our clients to perform media strategies with much deeper insights and precise measurement,” stated Paula Despins, vp of measurement, analytics and information science at Amazon Ads. “Extending a brand name's offered lookback window from 13 months of their Amazon purchase signals to 5 years makes it possible for marketers to more deeply comprehend crucial consumer journey metrics … by evaluating a wider timeframe based upon an item's lifecycle or their clients' engagement with their brand name portfolio gradually.”
One Flywheel customer, Haleon, which owns medicine-cabinet brand names such as Advil and Flonase, sees this as a “big unlock,” stated Kelly Kavanagh, its senior director of incorporated marketing and media. “Our customers' long-lasting worth is infamously tough to measure,” Kavanagh stated.
