Revealed at the Cannes Lions, Omnicom and Amazon Ads combined Acxiom data with first-party signals to sharpen Logitech’s Prime Video campaign.
The campaign, completed for electronics brand Logitech, demonstrated how an enriched audience strategy, powered by Acxiom and Flywheel’s audience intelligence, combined with Amazon’s first-party insights and contextual guardrails within Amazon Marketing Cloud, can boost the performance of Prime Video Interactive Video Ads (IVA) campaigns.
Omnicom Media combined Acxiom audience insights with Amazon Ads first-party signals within Amazon Marketing Cloud to build custom audience segments for Logitech’s Racing System, reaching gaming-focused audiences across Prime Video.
These segments were activated against Interactive Video Ads to improve relevance. Contextual guardrails, including genre and content-rating parameters, were then applied to help ensure Logitech’s Interactive Video Ads reach relevant gaming audiences within brand-appropriate content environments on Prime Video.
The enhanced audience strategy delivered strong, measurable improvements for Logitech across every key performance indicator, compared to baseline.
The campaign delivered a 65 per cent increase in ROAS, add-to-cart rates increased by over 90 per cent, the cost to drive add-to-carts from new-to-brand shoppers fell by over 60 per cent and cost per clicks across new to brand audiences decreased by 18 per cent.
“Consumers are signaling very clearly that they want advertising experiences that respect their attention and align naturally with how they consume content. Interactive Video Ads on Prime Video create a viewer-controlled moment with high attention. By combining audience precision with contextual relevance and interactivity, we are helping brands show up in ways that feel more relevant, timely, and useful,” said Omnicom Media Australia chief investment officer Marelle Salib.
“This work enables us to move beyond broad audience reach and layer in precision and contextual relevance to our Prime Video ad campaigns. The combination of Acxiom’s audience intelligence with Amazon Ads first party insights and interactive formats creates a stronger path from awareness to action for our advertising campaigns,” said Logitech Australia and New Zealand senior marketing manager Samantha Gibson.
The audience collaboration is a first for Omnicom’s Acxiom audiences in Australia, building on the initial success of Omnicom’s participation as one of the agency launch partners of Interactive Video Ads on Prime Video ANZ.
