To reach an incremental audience, Orange Pro and Jellyfish recently tested Performance+ from Amazon Ads, enabling predictive audience segments to be created and then activated on the Open Web.
Orange Pro is a division of Europe's leading telecommunications company Orange, 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 digital advertising strategy and boost online sales, Orange Pro wanted to extend the reach of its display campaigns. This is why the brand - supported by its media agency Jellyfish - approached Amazon in September 2022 to propose a collaboration: to address its campaigns to a qualified audience made up of users of Amazon Business, Amazon's service reserved for professionals.
To go one step further and reach an incremental audience, Orange Pro and Jellyfish recently tested Amazon Ads' Performance+. 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 and create predictive audiences. It is particularly aimed at brands looking to improve the performance of their direct-to-consumer (D2C) site, such as Orange Pro, whose consumer journey doesn't necessarily begin 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 two months of the test campaigns, Orange Pro saw their CPA (cost of acquisition) reduce by half. 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 of Amazon.
Improved in arrival rate
acquisition cost
conversion rate two times higher than the average of other prospecting strategies.
To make 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 curve of experience with this solution.
Tristan Briere, Client Partner, Jellyfish
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