The CPG Guys Podcast: Live from unBoxed 2024 with Amazon's Nancy Winé & Jenny Burke - Detailed Summary

Release Date: November 27, 2024

In the live episode of "The CPG Guys" podcast, hosts Peter V.S. Bond and Sriraja Gopalan engage with Amazon's Nancy Winé and Jenny Burke to delve into the evolving landscape of retail media and digital advertising. Recorded live from Austin, Texas, during Amazon's flagship advertising event, Unboxed 2024, the discussion offers valuable insights into Amazon's strategic initiatives in the CPG and FMCG eCommerce sectors.

1. Introduction to Unboxed 2024

Peter V.S. Bond kicks off the episode with updates about upcoming events, including their participation in the 2025 CES conference in Las Vegas. However, Sriraja Gopalan takes over to set the stage for the episode's main focus.

Sriraja Gopalan (00:00-01:26): Introduces the context of recording from Austin, Texas, and highlights the significance of Amazon's Unboxed event. He expresses excitement about discussing the future of retail media and digital advertising with the guests.

2. Meet the Guests: Nancy Winé and Jenny Burke

Sriraja Gopalan warmly welcomes the guests, Nancy Winé and Jenny Burke, introducing them as experts in retail media and streaming advertising.

Nancy Winé (02:56-04:26):

• Role at Amazon: Leads the US Grocery business, encompassing brand products and performance media across Amazon.com, Whole Foods, and Amazon Fresh.
• Unboxed Event: Describes Unboxed as Amazon's flagship advertising event, newly held in Austin for the first time, attracting over 2,000 attendees. Emphasizes Austin's vibrant ecosystem for content creation and innovation as the perfect backdrop.

Jenny Burke (05:16-05:52):

• Role at Amazon: Heads the global video strategy and go-to-market team within Amazon Ads. Focuses on leveraging Amazon's diverse video assets, including Prime Video, Freevee, Twitch, and Fire TV, to provide innovative advertising solutions for marketers.

3. Amazon's Content Strategy and Advertising Innovations

Sriraja delves into Amazon's content strategy and its impact on advertising effectiveness.

Nancy Winé (09:11-10:20):

• Content Investment: Highlights Amazon's commitment to creating authentic and engaging content tailored to younger audiences, citing shows like "Summer I Turned Pretty" and "The Pasta Queen."
• Audience Reach: Shares that Amazon is reaching 1.8 times more younger audiences compared to other streaming providers, attributing this success to strategic content creation.

Jenny Burke (11:08-12:16):

• Moving Beyond Linear TV: Discusses Amazon's advantage in reaching 115 million ad-supported monthly active users on Prime Video, surpassing traditional linear television in audience reach.
• Audience Composition: Notes that Prime Video can reach 4x the amount of adult Gen Z and Millennials compared to linear TV, making it a more effective platform for targeted advertising.

4. Measurement and Performance Marketing with Amazon Marketing Cloud

Sriraja inquires about how Amazon facilitates performance measurement beyond traditional TV advertising.

Jenny Burke (12:16-13:28):

• Amazon Marketing Cloud (AMC): Explains that AMC allows brands to measure key performance indicators such as new-to-brand metrics and customer long-term value.
• Performance and Brand Building: Emphasizes that AMC supports both performance marketing and brand-building efforts, providing a comprehensive view of advertising effectiveness.

Sriraja Gopalan (12:41):

• Highlights the significance of AMC in identifying which advertising efforts are effective, echoing the sentiment, "You're really helping them identify exactly which half is not working and which is working."

5. Full Funnel Ad Strategies for Grocery Brands

Sriraja explores how Amazon's full funnel ad strategies benefit grocery brands.

Nancy Winé (14:05-15:16):

• Video Advertising: States that video is pivotal in driving incremental growth for grocery brands by engaging customers effectively.
• Ad Load Strategy: Mentions that Amazon maintains a roughly 50% lower ad load compared to competitors, ensuring ads are less disruptive and more watched by consumers.
• Retargeting and Conversion: Explains the process of retargeting audiences who have watched ads and closing sales through search functionalities, creating an end-to-end advertising ecosystem.

Sriraja Gopalan (15:16):

• Summarizes the approach: "You're touching the consumer at different points in the journey, connecting those all together and really being able to understand what it took to drive that conversion."

6. Innovations in Streaming Ads and Future Directions

Sriraja shifts the conversation to innovations in the streaming ad space and Amazon's future plans.

Jenny Burke (16:41-17:50):

• Interactive Video Ads: Discusses the launch of interactive video ads on Prime Video, including the first fully interactive live sports broadcast with Thursday Night Football, allowing viewers to engage directly via their remotes.
• Remote Capabilities Over QR Codes: Indicates a shift from QR codes to more user-friendly remote interactions for ad engagement, enhancing the consumer experience.
• Shoppable TV and Uninterruptive Ads: Highlights ongoing innovations such as forming a shoppable TV experience and testing uninterruptive ad formats like user-initiated pause ads, aiming to create a seamless viewing and advertising experience.

Sriraja Gopalan (18:26):

• Asks about future directions, including the potential decline of QR codes in favor of more interactive remote-based engagements.

Jenny Burke (16:54-17:50):

• Affirms the movement towards remote interactivity and outlines plans for deeper integration of ads within content without disrupting the viewer experience.

7. Key Takeaways and Final Thoughts

Sriraja seeks final insights and key messages from the guests.

Jenny Burke (19:48-20:02):

• Reiterates Amazon's leadership in delivering shoppable experiences and their commitment to ongoing innovation in the advertising space.

Nancy Winé (20:20-21:09):

• Amazon as a Brand Builder: Stresses that Amazon has invested decades in becoming a formidable brand builder through strategic content and advertising solutions.
• Measurement Differentiation: Highlights the unique advantage of Amazon Marketing Cloud in providing real-time, comprehensive measurement capabilities that differentiate Amazon from other platforms.

Sriraja Gopalan (21:09):

• Emphasizes the importance of AMC in allowing brands to identify effective advertising strategies, referencing the classic John Wanamaker quote about optimizing ad spend.

8. Personal Insights and Upcoming Plans

The episode concludes with light-hearted personal discussions as the hosts and guests share their plans in Austin.

Nancy Winé (21:59):

• Expresses excitement about attending a concert and engaging in local culture, such as two-stepping.

Jenny Burke (22:19-22:21):

• Plans to join in the festivities, mentioning the need to wear a cowboy hat.

Sriraja Gopalan (22:30-22:35):

• Mentions attending a party at Lambert and wraps up the conversation with thanks to the guests and listeners.

Notable Quotes

• Sriraja Gopalan (09:11): "We are reaching about 1.8 times more younger audiences compared to other streaming providers."
• Jenny Burke (11:08): "Prime Video can reach 4x the amount of adult Gen Z and Millennials as linear television."
• Sriraja Gopalan (12:41): "You're really helping them identify exactly which half is not working and which is working."
• Jenny Burke (16:41): "We're enabling interactive video ads... consumers that are using Prime Video Fire TV... are very used to using the remote with one click purchasing capabilities."

Conclusion

This episode of "The CPG Guys" provides an in-depth look into Amazon's strategic initiatives in retail media and digital advertising, highlighting the company's innovative approaches to content creation, audience targeting, and performance measurement. With experts like Nancy Winé and Jenny Burke sharing their insights, listeners gain a comprehensive understanding of how Amazon is shaping the future of advertising in the CPG and FMCG sectors.

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