WPP’s GroupM has partnered with Amazon Ads to deliver creator-led shoppable content to the e-commerce giant’s considerable suite of advertising services.
Developed by the influencer-focused The Goat Agency, the solution will enable GroupM clients to amplify creator content across Amazon’s demand-side platform and sponsored brand placements.
Customers will also be able to purchase ‘above the fold’ placement on the e-commerce giant’s site, exclusively available to GroupM and The Goat Agency clients.
“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,” GroupM Nexus global head of commerce, Samantha Bukowski said.
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“We’re excited to continue this collaboration with Amazon to further integrate inspirational content in commerce advertising in ways that deliver value for clients and Amazon’s consumers.”
Insights drawn from campaigns run with Amazon Ads will also help inform The Goat Agency develop custom creative and sharpen audience targeting.
Amazon Ads director of global customer development, Amy Armstrong 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. GroupM is a valued customer of Amazon Ads, and we look forward to collaborating with them on innovative projects like this in the future.”
