How PMG Brought in New Customers for IQBAR Using Full-Funnel Advertising

Ari Paparo sits down with Ryan Walker, Senior Director of Commerce at PMG, at Amazon unBoxed to explore how PMG helped IQBAR expand its full-funnel marketing strategy. Ryan explains how Amazon Marketing Cloud, audience segmentation, CTV, video, and AI-powered campaign tools helped the brand reach new shoppers, improve acquisition, and connect advertising performance to long-term customer value.

Takeaways

Full-funnel marketing goes beyond conversion: PMG builds messaging around each stage of the customer journey, from discovery to purchase.

New customer acquisition required a targeting shift: Amazon Marketing Cloud helped PMG identify that IQBAR was repeatedly reaching existing audiences and needed to expand to new shoppers.

CTV helped expand reach: Live sports and other CTV inventory helped IQBAR acquire new customers while measuring profitability against expected lifetime value.

Closed-loop measurement connects media to sales: Amazon allowed PMG to connect upper-funnel video and display exposure with actual purchases.

Chapters00:00 Introduction: Ari Paparo and Ryan Walker00:38 Full-Funnel Marketing at Amazon unBoxed01:17 How PMG and IQBAR Use Amazon Marketing Cloud02:54 Reaching Customers Across the Purchase Journey03:22 Identifying IQBAR’s Growth Plateau04:39 Shifting Targeting Toward New Customers05:34 Tailoring Creative and Messaging06:03 Performance Plus and Brand Plus06:33 Expanding Across CTV and Video07:11 Using Live Sports to Reach New Audiences08:29 Amazon’s Closed-Loop Measurement Advantage09:46 What’s Next for Full-Funnel Advertising10:51 If PMG Commerce Were an Animal

Guests: Ari Paparo

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