Better Advertising with BTR Media is a podcast for Amazon sellers & the ecommerce community to share strategies to optimize & scale online brands with Amazon PPC, Amazon DSP, Walmart Connect, Instacart, Target & more. Your hosts, Justin Nuckols & Destaney Wishon, talk with other advertisers, online sellers, & brands dominating their categories on Amazon.
Elan Halpern, co-founder of Sourmilk, details the journey of building a gut-health-focused yogurt brand by prioritizing iterative validation over traditional, high-cost manufacturing. Recognizing that two-thirds of Americans suffer from digestive issues despite high yogurt consumption, the company focuses on creating a...
Retail media performance measurement requires shifting focus from total business outcomes to incremental sales to avoid misattributing organic fluctuations to advertising spend. Enterprise brands often struggle with this because retail media is frequently held accountable for total revenue, despite organic sales compri...
Successful e-commerce growth requires shifting from tactical, tool-heavy advertising to a strategy rooted in brand authenticity and deep customer understanding. Christian Campisi, an expert in scaling disruptive brands like Pink Stork and Wedderspoon, emphasizes that while early Amazon advertising relied on simple bid ...
Building a successful food brand in a niche category like tahini requires prioritizing product quality and consumer education over premature branding investments. Soom Foods CEO Amy Zitelman highlights the effectiveness of a "product-first" strategy, where the company initially validated its tahini through restaurant p...
Strategic Amazon advertising requires moving beyond basic metrics like ACOS and TACOS toward a holistic, data-informed approach that prioritizes market share and long-term customer value. Successful brand growth depends on segmenting product portfolios to balance efficiency with aggressive acquisition, treating individ...
Building sustainable CPG brands requires prioritizing retail distribution and fundamental business metrics over the "flashy" growth tactics often associated with D2C models. Cullen Gilchrist, CEO of First Run, emphasizes that long-term success hinges on achieving strong gross margins—ideally 40% to 50%—from inception, ...
Managing the rapid evolution of AI tools in retail media requires balancing technical experimentation with strategic context. While Model Context Protocol (MCP) and other AI integrations offer powerful ways to manipulate data and create custom reporting, they demand rigid architectural guardrails to ensure client data ...
Growth marketing success requires a strategic blend of systems thinking, cross-functional alignment, and deep platform expertise. Cherene Aubert, CEO of Growth Capital, emphasizes that brands often struggle due to misaligned expectations between leadership and growth teams, particularly when scaling rapidly. Effective ...
Effective Amazon advertising requires a strategic balance between brand awareness and performance marketing, moving beyond simple ACOS models. Managing a robust catalog involves applying the 80-20 rule to identify gateway SKUs that drive long-term customer value. Upper-funnel initiatives, particularly Prime Video and F...
Back-to-school and back-to-campus retail seasons require nuanced advertising strategies that account for shifting regional timelines, evolving consumer behaviors, and heightened price sensitivity. Brands must balance broad audience discovery with precise retargeting of previous purchasers to maximize efficiency across ...
Ashlee Earl, a veteran in the e-commerce and retail media space, shares her career evolution from self-taught Amazon seller to her current role at BTR Media. Maintaining a "test and learn" mentality is essential for navigating the evolving e-commerce landscape while balancing innovation with foundational excellence. By...
Lucas Seeley, the new Product Manager at BTR Media, brings a background in e-commerce and software development to the agency’s internal platform, Nexus. The discussion centers on integrating artificial intelligence into advertising operations while maintaining essential human oversight for strategic decision-making. AI...
Shoppable video and creator-led content serve as critical components in the modern customer journey, bridging the gap between discovery and purchase. With 94% of creator-influenced purchases occurring on Amazon, live shopping functions as an always-on engine that amplifies full-funnel campaigns, builds brand trust, and...
AI integration within agency operations requires shifting from rule-based execution to strategic, context-driven workflows. Rather than replacing human intuition, AI serves as a powerful enhancer for tasks ranging from communication and education to complex data analysis. Success hinges on providing AI with deep contex...
Digital commerce success in the beauty industry relies on mastering foundational elements like catalog health, inventory management, and high-quality content rather than chasing fleeting trends. Ana Sviatschi, Director of Digital Commerce at Future Beauty Brands, emphasizes that brands often misidentify traffic issues ...
Retail media strategy now demands a shift from Amazon-centric models to a diversified approach across multiple platforms to effectively meet consumers where they shop. Brands face significant challenges in comparing performance across these networks due to inconsistent attribution windows, such as the discrepancy betwe...
Launching a new pet food brand on Amazon requires a disciplined, data-driven approach that prioritizes customer acquisition over immediate profitability. By dedicating the first 90 days to market research and price point analysis, brands can establish a foundation that scales effectively. A successful strategy involves...
Streaming TV advertising effectively merges traditional brand storytelling with the precise attribution and measurement capabilities of performance marketing. Brands should evaluate investment based on their maturity and specific growth goals, as streaming TV serves as a powerful tool for capturing audience attention b...
Navigating the crowded Amazon digital shelf requires brands to move beyond basic product listings by leveraging humor and distinct brand voices to capture consumer attention. Duke Cannon, a men’s grooming challenger brand, emphasizes the necessity of testing and learning through new Amazon advertising formats like Spon...
The discussion centers on the shift from performance marketing to brand building, particularly within e-commerce. Isa, a BTR Media employee with experience at Celsius, shares insights on the importance of brand awareness and creating demand before customers search for a product. The conversation emphasizes that relying...
Follow this podcast in Podwise
Sign in to get AI summaries, transcripts and mind maps for any episode, including new ones.
