Atom11 Wins Beyond the Funnel Innovation Award at Amazon Ads Partner Award 2024

We’re thrilled to announce that Atom11 has won the Beyond the Funnel Innovation Award for APAC at the Amazon Ads Partner Award 2024. This award reflects our commitment to innovate technologically and strategically in the field of Amazon Ads. We worked with our partners Kreo  and integrated advanced automation with data-driven insights, to enable them deliver 566% revenue growth on Amazon in less than 1 year. 

Kreo struggled to break into the fiercely competitive gaming market in India. Atom11 partnered with Kreo and built a 3 phase strategy to get into the consideration set of their users, i.e. gaming community. 

Phase 1: Market to high intent users using upper funnel ad strategy, Sponsored Brand and Sponsored Brand Video

Phase 2: As they saturated the high intent market on Amazon, they moved to Phase 2, i.e. in-market users outside of Amazon. They leveraged DSP to cater to this audience

Phase 3: They further went upper funnel and then marketed to gaming enthusiasts using Amazon miniTV (Sponsored TV alternative in India). 

This helped Kreo in their brand building in a short period of 1 year. This meant: 

• 93% increase in brand search frequency.

• 95% improvement in ROAS

• 566% Total revenue growth

You can read more about our case study here. 

As mentioned above, Atom11 is committed to innovate in the area of Amazon Advertising to enable brands to scale fast. Our 3 key areas of focus in the coming year are: 

1. Implement AMC Audiences: Gather granular Consumer insights

2. Implement real AI for recommendations (using retail signals) and bid optimizations

3. Implement Sponsored TV on Atom11

1. Implement AMC Audiences: Gather granular Consumer insights

At UnBoxed 2024, one of the most significant announcements was the wider availability of the Amazon Marketing Cloud (AMC). Previously AMC was exclusively limited to the advertisers who had access to DSP (Demand-Side Platform) accounts. AMC is now accessible to all Amazon advertisers, including those running Sponsored Products and Sponsored Brands.

This is a significant step in enabling small and medium sized advertisers to gain valuable audience insights and refine their advertising strategies like never before. 

Atom11 is fully equipped to offer AMC as a service, where we will help our clients dive deeper into granular insights, track consumer journeys across various touchpoints, and create more precise targeting strategies, all while maintaining full control over their data.

Here’s how we implement AMC audiences to deliver impactful results:

• Granular Audiences:  AMC allows advertisers to build highly specific audience segments for both DSP and Sponsored ads based on behavior, interests, and purchase history. This level of precision means that your ads reach the right customers at the right time, boosting engagement and conversion rates.

• Cross-Channel Visibility: With AMC, brands can track their customers’ journeys across multiple channels. This helps us ensure that advertising messages remain consistent, leading to stronger brand recognition and higher chances of conversion.

• Data-Driven Campaigns: AMC provides access to valuable data that enables brands to refine their ad strategies in real time. This helps us optimize everything from budget allocation to creative choices, ensuring that campaigns are as effective as possible.

2. Implement real AI for recommendations and bid optimizations

At Atom11, we believe smart automation is the future of Amazon advertising and therefore, we  help brands like kreo maximise their ad campaigns with minimal effort. We are aware of the shortcomings in current AI automation systems. Our plan of action covers implementing AI  analyzing real-time retail signals like inventory, pricing, and competitor activity to ensure ads are always performing at their best.

Atom11 is unique in its ability to:

• Bringing together retail signals from seller central within ad automation perview

• Refining targeting using predictive models, ensuring that ads reach the most relevant audience segments

• Optimizing ad spend by reallocating budgets toward high-performing ASINs and keywords

3. Implement Sponsored TV on Atom11

During our work with Kreo, we saw first hand how Sponsored TV can help brands increase their reach with their target audience. This feeds into the “brand flywheel” helping brands with: 

High brand awareness → high branded searches and eventually → high organic sales. 

We will implement automations on Sponsored TV so as to make it easy for brands to pilot and run Sponsored TV campaigns for brand building. 

Final Thoughts

Driving growth on Amazon requires more than just targeting. It requires combining strategic approach with data, automation, and cross-channel insights.

At Atom11, we help you automate, optimise, and scale Amazon ads with unified data & actionable insights. To learn more about how you can scale your business & drive better performance with Atom11, Get in touch with us!