Better Advertising with BTR Media

Episode #067 - Are you maximizing the potential of Amazon Marketing Cloud (AMC)? In this episode, Justin is joined by our Head of Product, Dustin Wassner as they discuss the latest developments in AMC, emphasizing the implementation of AI-driven query creators and the broader rollout of AMC functionalities for Sponsored Products. They talk about the impact of these recent updates and share their insights on leveraging AMC's newfound capabilities to fine-tune advertising funnels, enhance audience targeting, and manage campaign performance effectively.

"It's going to be one of the biggest releases we've seen in quite some time." - Dustin Wassner

A few of their talking points: 

• AMC's new AI-driven query creator allows advertisers to generate SQL reports without needing technical expertise, democratizing access to valuable data insights.
• Recent developments enable advertisers to utilize AMC with just Sponsored Ads, eliminating the previous necessity of using Amazon DSP.
• Optimizing sales funnels has become more precise, with AMC allowing advertisers to target specific audience segments more granularly.
• Performance reporting and audience adjustments in AMC enable advertisers to make data-driven decisions effectively.

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Episode #066 - How can remote companies maintain a vibrant company culture with team members spread all across the country? In this special episode, Adam Mellott joins Justin at our 2025 offsite in Jupiter, FL, to answer this question and break down how team-building, strategy sessions and culture development are all vital elements to BTR Media's success.

"Getting that buy-in, creating that trust, and that human connection allows people to kind of break barriers down and ask the tough questions." - Adam Mellott

A few points covered: 

• Regular team meetups help foster relationships, build trust, and enhance collaboration among remote employees.
• A remote company thrives with intentional face-to-face interactions, leading to increased motivation and a sense of belonging.
• In-person meetings are excellent for training new hires and gaining fresh perspectives to improve company processes.
• Meeting clients and team members in person strengthens bonds, allows for shared experiences, and builds emotional buy-in.
• An emphasis on autonomy, mutual trust, and non-micromanagement cultivates a high-performance, competitive work atmosphere.

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Episode #065 - Want to master the latest Amazon Ads update in the time it takes to make your morning coffee? In his first solo episode, Justin breaks down Amazon's new B2B targeting feature, emphasizing its potential benefits for brands with a significant B2B clientele. Brand owners can now identify what portion of their sales is driven by business buyers versus regular consumers with insights from Seller Central's business reports. Justin also provides applicable strategies for leveraging this data to effectively make informed decisions about targeting B2B customers.

Some key takeaways: 

• Amazon's new B2B bid multiplier can help brands effectively target business buyers, providing a new layer of advertising strategy on Amazon Ad Console.
• Brands can assess their B2B sales percentage via Amazon Seller Central to decide if targeting B2B customers is beneficial for their advertising campaigns.
• Regularly monitor campaign performance through Ad Console and adjust bidding strategies accordingly to ensure optimal reach.
• Engaging with this new feature can help brands incrementally increase their reach without dramatically overhauling existing advertising efforts.

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Episode #064 - What happens when brick-and-mortar strategies meet the digital shelf? In this episode, Destaney sits down with Serena Hopson from Nestlé Purina to unpack how traditional retail principles still hold power in an online-first setting — but only if they’re adapted, not copy-pasted. From the idea that search results are today’s planogram to the challenge of getting leadership buy-in for online investments, this conversation includes real-world examples and actionable insights.

A few topics we will cover:

• The Digital Planogram: Why search results mirror physical shelf placement and how it impacts sales.
• Leadership Buy-In: Educating traditional retail leadership about the nuances of eCommerce.
• Content and Visibility: Why tailored content strategies per platform are non-negotiable.
• Career Growth in eCommerce: Building flexibility and resilience in a fast-changing industry.
• Future Trends: The role of AI and operational efficiency in shaping strategies.

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Episode #063 - In their last episode of 2024, Destaney and Justin reflect on the company's evolution over the past year, highlighting the strides in Amazon advertising, the role of AI in creative development, and the importance of data analytics in shaping modern advertising strategies.

How have company culture and value creation helped fuel the growth and transformation of BTR Media post-rebranding?

"The rebrand wasn't just a name change; it's about better trust, better transparency, better results, and better relationships."

A few topics covered in their recap:

1. The company has significantly grown over the past year, transitioning from BetterAMS to BTR Media and embracing a full-funnel approach to retail media and advertising.
2. The role of content creation and the sharing of industry knowledge as the primary growth strategy for BTR Media.
3. Significant advancements in AI's role in creative development and AMC data analytics have transformed how brands strategize and reach audiences.
4. The ongoing convergence of performance and brand budgets as retail media networks evolve and consolidate offers new opportunities for middle-market brands.

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Episode #062 - Destaney is joined by Lance Pacheco, one of the newest members of the BTR Media team, to hear his insights about the future of retail media networks and strategies for brands to harness this evolving landscape. As digital advertising takes a decisive leap toward hyper-targeted retail media, they break down the world of digital brand strategies and the emerging opportunities brands should seize.

With over a decade of experience in digital advertising, Lance shares his expert advice on creating customized media plans tailored to brand objectives and emphasizing test-and-learn strategies in smaller retail media networks.

A few of the points covered:

1. Why brands are encouraged to diversify their advertising channels beyond Amazon and Walmart to include smaller retail media networks.
2. The importance of brands being well-versed in various digital advertising metrics and working with experts to translate these into meaningful insights.
3. Why utilizing knowledge from industry leaders and staying updated with trends and changes in retail media can significantly impact a brand's success.
4. Brands that remain flexible and adaptable in their marketing strategies tend to capitalize rapidly on emerging trends and consumer behavior shifts.

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Episode #061 - Destaney sits down with Carolyn, CMO of Pattern, to talk about how brands can use AI to scale their content and stay ahead in the fast-paced industry. From creating optimized listings to tailoring content for specific marketplaces like Amazon and Walmart, Carolyn shares insights into how Pattern’s Content Brief tool is helping brands turn trillions of data points into actionable recommendations.

How is AI enabling teams to move faster, personalize their creative, and adapt to changing consumer trends—without sacrificing quality?

“AI isn’t about replacing your team—it’s about enabling them to move faster, get smarter, and do more with less.”

A few topics covered:

1. How AI helps brands handle the overwhelming amount of content needed for e-commerce, from product listings to images.
2. Why each marketplace has unique requirements and how AI helps brands tailor their approach to platforms like Amazon and Walmart.
3. The role of AI in creating tailored content and enabling brands to react quickly to trends and consumer behavior.
4. AI as a tool for first drafts and edits, with human teams refining and perfecting the results.
5. How Content Brief combines 38 trillion data points with actionable insights to help brands optimize their listings and creative efficiently.

Learn more about Pattern PXM’s Content Brief

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Episode #060 - What’s the real impact of your ad spend? In this episode, Destaney is joined by Alex Juday, SVP at Incremental, to break down the buzzword that’s taking over the space: incrementality. What does it really mean, why ROAS isn’t enough, and how brands can rethink their approach to retail media.

Here’s what we're covering:

• Why incrementality is about more than new customers.
• How to measure true ad performance (beyond inflated ROAS).
• The biggest risks for brands still stuck on traditional metrics.
• How Incremental is changing the game with faster, smarter insights.

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Episode #059 - This episode brings Alan Lewis, Amazon’s AMC Director, and Dustin Wassner from BTR Media to discuss the major updates to Amazon Marketing Cloud (AMC) announced at Unboxed 2024. Get a clear look at new tools like audience bid boosting, template audiences, and no-code solutions – designed to simplify insights and make advanced targeting more accessible.

A few things we cover:

- Understanding AMC’s shift to make analytics accessible without DSP

- How AMC’s Audience Bid Boosting can help you outbid competitors

- The new Optimal Frequency tool for more effective campaign reach

- Amazon Advertising with Audience-Based Bidding Strategies

- Scaling Up Audience Creation with AMC and APIs

- Improving AMC Sandbox for Better Query Development

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Episode #058 - In this episode, Destaney sits down with BTR Media's tech guru, Dustin Wassner, fresh off his big win at the Amazon Developer Summit Hackathon! They cover all things advertising automation, from how Amazon Marketing Stream (AMS) goes beyond dayparting to the ways real-time budget updates keep managers in control.

Dustin shares why sticking to the basics can beat the latest, shiniest tech and breaks down the impact of a well-built tagging system. Plus, they discuss the latest on Amazon Marketing Cloud (AMC) and what the rollout could mean for more advertisers soon.

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