An Amazon campaign that aimed to boost awareness and product discoverability for its whiskies led to Diageo reappraising its media strategy in Germany.

Why it matters

Amazon is now much more than a shopping channel. It’s where many people start their online search and it’s becoming a media channel that can link ads directly to purchase. As brands see increased benefits in tapping the entire Amazon ecosystem, they may rethink their media strategies to the detriment of linear TV.

Takeaways