E-commerce companies are always searching for new and creative approaches to boost sales and expand their customer base. Standard sponsored products, amazon sponsored ads, brands, and sponsored display advertisements function well, but to continuously engage customers, advertisers must attempt a variety of experimental techniques.
One of these experimental tactics is Amazon On-Box advertising, which the company introduced in 2015. With this inventive tactic, Amazon conveys the brand message to customers by transforming its delivery boxes into distinctive, branded packaging.
This blog post explains Amazon On-Box Advertising and explains how it can raise brand recognition for your online store!
Amazon On-Box Advertising: What Is It?
With the use of a creative marketing approach called Amazon On-Box Advertising, a regular shipping box may become a dynamic advertising space.
In an experiment, Amazon started this service in 2015 to let marketers place branded content and ad creatives directly on their delivery boxes.These boxes serve as miniature billboards, providing brands with an exceptional chance to connect with consumers at the most anticipated time of product arrival.Customized designs, interactive features, and experiential factors make the box more than just a container in on-box advertising campaigns.
Companies work with the Amazon Ads team to develop these eye-catching packaging designs, which frequently feature games, drawings, and coupons that consumers can post on social media to boost brand interaction. Such advertising surpasses conventional commercials by drawing in customers at the door and generating enthusiasm during the unpacking process.
Additionally, Amazon Ads has enhanced the physical-digital interface by introducing augmented reality (AR) experiences.
It may be found in the United States, Canada, the United Kingdom, France, Germany, Spain, Italy, Japan, India, and Australia.
Amazon On-Box Advertising: Benefits
Product packaging that conveys your brand message can leave a favorable, long-lasting impact on consumers.
Here are some advantages of Amazon On-Box advertising, along with actual case studies of firms that have effectively utilized it.
1) Enhances Memory of Brand
When their products are delivered, most customers are delighted.On-box advertisements can capitalize on this feeling of elation by offering a distinctive and customized brand message that consumers will recall.
For instance, the cat food company Whiskas collaborated with Amazon Advertising to design personalized boxes that consumers can use to turn their cats’ roller coasters, castles, or offices.
Customers were also redirected by the boxes to a landing page where they could browse merchandise, view movies, and participate in a social media competition.
This improves brand remember and offers a distinctive consumer experience.
2) Boosts the reputation of the brand
On-box commercials elevate the ordinary act of receiving a delivery to a surprising experience. This favorable correlation plays a role in fostering brand loyalty.
For instance, the automaker Chevy partnered with Amazon Advertising to showcase the new Silverado truck by having it burst through the side of Amazon packaging.
3) Increase traffic and conversions
Customers who see On-Box ads are sent to your website, Amazon storefront, or landing page, which increases traffic and conversions.
For instance, Nintendo, a well-known game company, collaborated with Amazon Advertising to design unique boxes featuring Mario and Luigi in honor of Super Mario’s 35th anniversary.
Customers may browse similar products and view a timeline of the franchise’s history on the landing page that was linked in the boxes.
4) Reach a wide range of people
Reaching a broad and varied audience of Amazon customers with a range of interests, demographics, and geographic locations is another benefit of using online advertisements.
For instance, the film studios Universal Pictures and Illumination Entertainment collaborated with Amazon Advertising to create vivid yellow boxes adorned with cartoon characters to promote the debut of “Minions.”
Social media photographs of the boxes shared by customers of all ages created a buzz and enthusiasm about the promotion.
5) Increase awareness of your brand
Through the exposure of your brand name, logo, and slogan to the intended demographic, on-box advertisements can help you increase brand recognition.
For instance, to increase brand exposure and familiarity, the beauty company L’Oréal Paris collaborated with Amazon Ads to design unique boxes with their logo and tagline, “Because you’re worth it.”
What is the process for beginning Amazon On-Box Advertising?
Access to Amazon On-Box advertising is restricted to certain users. To verify their eligibility, brands need to get in touch with Amazon.
Following verification of eligibility, Amazon completes the brand’s contract. After that, brands can create the packaging box’s creative messaging.
Upon approval by Amazon, these advertisements are printed on the box following the terms of the contract.
Conclusion
Brands need to understand that the post-purchase phase of the conversion funnel—which includes advocacy and loyalty—is the main focus of On-Box advertising.
Although QR codes on packaging can drive interested parties to a business, On-Box advertising’s primary effect is raising brand awareness among a wider audience.
The best aspects of offline and online brand contact are combined in online advertising. It can become a crucial component of your omnichannel marketing campaigns with some careful planning, testing, and fine-tuning!
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