Better Advertising with BTR Media

Premium Beauty Meets Amazon with Unilever Prestige

How MANN+HUMMEL Builds Trust on TikTok

Managing complex, high-SKU catalogs requires balancing performance metrics like ROAS with long-term brand building and customer education. Automotive filtration, a category defined by technical specifications and fitment regulations, necessitates a dual-audience strategy: serving loyalists who know their parts and educ...

What Vital Proteins Gets Right About Influence

Building a brand requires moving beyond digital saturation by focusing on "point of sweat" experiential marketing, where products meet consumers at their moment of functional need. By adopting a "lighthouse" strategy—aiming narrow to reach wide—brands can establish deep credibility within specific communities, such as ...

How Sourmilk Built a Yogurt Brand Worth Talking About

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...

You Are Reading the Wrong Scorecard

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...

AI Is the New Word of Mouth

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 ...

How Soom Foods Built a Brand Before Anyone Knew What Tahini Was

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...

What AI Gets Wrong About Your Catalog

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...

Stop Chasing Viral. Start Building Real.

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, ...

The Context Problem: Why Most Brands Are Using AI Wrong

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 ...

3 Roles, 100 Brands, Here's What She Learned

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 ...

Nécessaire's Full Funnel Playbook

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 Is Bigger Than You Think

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 ...

How to Filter the Noise in Retail Media

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...

AI Is Your Advisor, Not Your Decision Maker

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...

How Amazon Live Is Connecting Creators, Content, and Commerce

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 Won’t Replace Strategy

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...

Future Beauty Brands Went From Declining to Double Digits

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 ...

Stop Comparing RMNs Like They’re the Same

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...

Inside a $3M Amazon Launch

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...