Omnicom Media has showcased the results of a new audience strategy for Logitech, developed with Acxiom and Amazon Ads ANZ to improve Prime Video advertising performance.
The campaign used audience intelligence from Acxiom and Flywheel, combined with Amazon Ads first-party insights and contextual guardrails inside Amazon Marketing Cloud.
READ MORE: What’s your cat thinking? Mars and Amazon ‘Cat Decoder’ campaign reveals
READ MORE: Mediaweek’s Newsmakers chats with six of Omnicom’s most powerful women
How the Logitech campaign worked
The campaign was completed for Logitech’s Racing System and focused on reaching gaming audiences across Prime Video through Interactive Video Ads.
Omnicom Media used Acxiom audience insights with Amazon Ads first-party signals to build custom audience segments for Logitech. These included Flywheel’s new-to-brand lookalike audiences.
Contextual guardrails, including genre and content-rating parameters, were then applied to help ensure the ads appeared in relevant and brand-appropriate content environments.
Marelle Salib, Chief Investment Officer, Omnicom Media Australia, said consumers were signalling that they wanted advertising experiences that respected their attention.
“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.”
Campaign results
According to Omnicom Media, the enhanced audience strategy delivered measurable improvements for Logitech across key performance indicators compared to baseline.
The campaign delivered a 65 per cent increase in ROAS, while add-to-cart rates increased by more than 90 per cent.
The cost to drive add-to-carts from new-to-brand shoppers fell by more than 60 per cent. Cost-per-clicks across new-to-brand audiences also decreased by 18 per cent.
Samantha Gibson, Senior Marketing Manager, Logitech Australia and New Zealand, said the work allowed Logitech to move beyond broad audience reach.
“This work enables us to move beyond broad audience reach and layer in precision and contextual relevance to our Prime Video ad campaigns,” Gibson said.
“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.”
First for Acxiom audiences in Australia
The audience collaboration marks a first for Omnicom’s Acxiom audiences in Australia.
It builds on Omnicom’s role as one of the agency launch partners for Interactive Video Ads on Prime Video ANZ.
Omnicom Media said the test indicated strong performance across brand sentiment, add-to-cart activity, and new-to-brand customer acquisition for Logitech.