GroupM, The Goat Agency, Amazon Collaborate On Shoppable Content
- by Steve McClellan @mp_mcclellan, October 17, 2023
Goat team pictured left to right: Co-Founders Arron Shepherd, Nilam Atodaria and Harry Hugo
GroupM and Amazon Ads are collaborating on new ad formats designed for creator-led shoppable content.
The collaboration gives GroupM clients the ability to amplify creator content within the Amazon DSP and in Amazon-sponsored brand placements via custom formats.
The effort was developed by The Goat Agency, the influencer marketing specialist acquired by WPP earlier this year.
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Key features of the new formats include:
The Goat Agency’s proprietary creator ad format — now further enhanced by Amazon’s insights — will be enabled across the Amazon DSP both onsite and off-site, connecting content and advertising capabilities in retail media.
Insights from campaigns run with Amazon Ads will be used to refine The Goat Agency’s custom creative and sharpen audience targeting.
Creator content can be uploaded onto Product Pages and Brand Stores, potentially increasing conversion rates and helping to turn Brand Pages on Amazon into “inspiration hubs” for consumers.
Samantha Bukowski, global head of commerce, GroupM Nexus, stated: “The development of this new capability is an important step we’re taking to better connect the creativity and engagement of creator marketing with the scale and sophistication of GroupM Nexus’s commerce capabilities.”
Amy Armstrong, director global customer development Amazon Ads, added: “We are excited to see how GroupM leverages this new ability to deliver creator content directly in the shopping experience and the benefit it will have for our mutual customers.”
