To reach an incremental audience, Orange Pro and Jellyfish recently tested Amazon Ads' Performance+, which enables predictive audience segments to be created and then activated on the Open Web.
Orange Pro is the division of Europe's leading telecommunications company dedicated to small and medium-sized businesses. It offers a complete range of mobile and Internet services specifically designed for these professionals.
To optimize its performance-based online advertising strategy and boost online sales, Orange Pro wanted to extend the reach of its display campaigns. This is why the brand - accompanied by its media agency Jellyfish - approached Amazon in September 2022. The aim of the collaboration: to address its campaigns to a qualified audience made up of users of Amazon Business, Amazon's service dedicated to professionals.
And to go one step further and reach an incremental audience, Orange Pro and Jellyfish recently tested Performance+ from Amazon Ads. This solution enabled the operator to create predictive audience segments, and then activate them on the Open Web.
Launched in 2024, Performance+ is an Amazon self-service solution available via its DSP. It relies on first-party signals and machine learning to automate the configuration and optimization of campaigns on the Open Web, as well as the creation of predictive audiences. It is particularly suited to brands aiming to improve the performance of their own direct-to-consumer (D2C) site, such as Orange Pro, whose consumer journey doesn't necessarily begin and/or end on Amazon. Orange Pro tested this innovative solution for two months to reach relevant Amazon Business audiences across the web.
Amazon's quality signals have been excellent on all our tracking indicators. After a 2-month trial of the Performance+ solution, we're looking forward to implementing this solution within our long-term strategy.
Sophie Promonet, digital media manager, Orange Pro
After selecting the campaign objective, KPI and budget within the Amazon DSP, Orange's B2B brand and its agency were able to leave the controls to the AWS algorithms on which Performance+ is based.
The solution was first used to create audience segments: by combining first-party signals from Amazon users with visitors to the Orange Pro site, it was possible to predict which users were most likely to subscribe to an Orange Pro offer. Profiles that were already Orange customers were excluded to maximize the campaign's incrementality. Performance+ then enables these audiences to be activated on the Open Web, again via the Amazon DSP, and to optimize campaign delivery on an ongoing basis.
Through these functionalities, Performance+ enables brands and their agencies to automate the management of their campaigns, while retaining control over the strategic elements of the campaign (objective, budget, KPI, etc.) and benefiting from transparent and continuous analysis reports.
By comparing the results of the prospecting strategies implemented during the 2 months of the test campaigns, Orange Pro was able to see a cost of acquisition (CPA) halved. At the same time, the arrival rate improved by +20%, and the conversion rate was twice as high as the average for other prospecting strategies activated outside Amazon.
Improved arrival rate
On the cost of acquisition
Conversion rate 2 times higher than the average of other prospecting strategies
With the aim of making incremental sales to a niche target of SMEs, the quality of Amazon audiences coupled with the optimization algorithms of the Performance+ solution proved to be the most relevant opportunity to bring real added value to our display activations. The results have confirmed our initial convictions, and we're delighted to be continuing our learning curve with this solution.
Tristan Briere, Client Partner, Jellyfish
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