Kip Weekly Performance Slide Updates

Regional Operations and Dashboard Governance

  • Australia Operations:

    • All Over-The-Top (OTT) media execution is managed programmatically via the Demand-Side Platform (DSP).

    • The DSP updates are owned and executed by Youssef's team alongside Amazon Display.

    • Direct manual updates within tracking dashboards are skipped during programmatic-only phases.

    • Direct manual tracking resumes when executing Above-The-Line (ATL) campaigns, dedicated title promotions, or homepage takeovers directly with local entities.

  • Brazil Operations:

    • Prime Video Channels is not available in the region.

    • Fire TV inventory cannot be booked directly through direct sales and operates entirely through self-service channels.

    • Updates across both Display and OTT inventory are managed by Adrian via Youssef's team.

  • Canada Operations:

    • Primary updates are managed by Chris due to his direct connection with the Canadian regional stakeholders.

    • Secondary updates are executed by alternate team leads if Chris is unavailable.

    • Canada is intentionally processed last in regional reporting workflows to account for meeting schedule conflicts and to allow integration of local market nuances.

France Campaign Performance and Strategic Execution

  • Campaign Architecture and Learning Phase Preservation:

    • Data is managed via the Amazon Global Dashboard.

    • To prevent resetting the algorithmic learning phase every month or quarter, campaigns are structured as single continuous runs extending across long periods (e.g., January through September, or structured annually through December 2027).

    • Insertion Orders (IOs) are maintained by annotating monthly line items (e.g., August line, September line) inside single continuous line items within dashboard notes, rather than splitting into distinct monthly line items.

  • Week 35 Performance Metrics (August 24 to August 30):

    • Spend: On target with strategic forecasts.

    • Attributed Starts: Exceeded strategy expectations.

    • Overall Target CPA: Hit target at $5.45\$5.45.

    • Feature Rotator CPA: Performed under $5.00\$5.00.

    • Sponsored Tile CPA: Delivered at $7.00\$7.00 (remains efficient and below target thresholds).

    • Takeovers / Share of Voice (SOV): No SOVs ran during Week 35. The last recorded SOV executed on August 10.

  • Title Performance and Content Nuances:

    • Content performance frequently sees back-catalog or unpromoted titles rank high organically without dedicated paid spend.

    • Todd Paris and Ford Systems ranked #2\#2 organically in the market without direct paid media backing.

    • Historical precedent in adjacent markets: An 1980s film spiked to top charts in Italy following the unpredicted death of its lead actor.

    • France top-performing content includes Daryl Dixon (maintains top tier status despite no new season releases in 1.51.5 years), original Scary Movie, Tulsa King, and Yellowstone.

Germany Campaign Performance and Media Breakdown

  • Media Exclusion Rules:

    • Twitch and Above-The-Line (ATL) campaigns are tracked separately from core performance metrics.

    • Twitch functions as an awareness vehicle with CPAs averaging around $200.00\$200.00; excluding it prevents distortion of core overall CPA calculations.

  • Week 35 Aggregate Metrics:

    • Total Overall Spend: $64,000.00\$64,000.00

    • Overall Blended CPA: $6.91\$6.91

  • Placement and Line-Item Breakdown:

    • The Last Airbender (Executed August 29): Delivered 200200 subscription adds with zero Cost Per Free-trials (CPFs).

    • August 29 Campaign Line Data: Recorded metrics of 262262 and $2.41\$2.41, 17731773, yielding a line CPA of $5.60\$5.60.

    • Fire TV (FTV) Auction Bundle: Experienced efficiency challenges, recording a $60.07\$60.07 CPA.

    • TB Option Bundle: Delivered a $9.30\$9.30 CPA.

    • Prime Video (PV) Rotator / Feature Rotator: Served as the top-performing individual placement, generating a $4.48\$4.48 CPA.

    • Combined Option / Rotator Blended CPA: Achieved a combined performance of $5.56\$5.56

Italy Performance and Attribution Dynamics

  • Reporting Limitations and Time Zone Adjustments:

    • Share of Voice (SOV) and takeover line items are positioned at the bottom of dashboard interfaces.

    • Single-day takeovers executing on Sundays (e.g., August 29 or August 30) appear visually across two calendar days due to time zone offsets.

    • Sunday reporting captures only initial hours of performance data, capping full attribution visibility during weekly review cycles.

  • Week 35 Aggregate Metrics:

    • Total Spend: $2,014.00\$2,014.00

    • Overall Blended CPA: $5.77\$5.77

    • Prime Video (PV) Rotational CPA: Delivered at $6.00\$6.00

  • Attribution Anomalies:

    • Sponsored Tiles recorded $83.00\$83.00 in spend.

    • Auction Bundles recorded $300.00\$300.00 in spend.

    • Abnormally low spend volumes on these specific lines created temporary attribution skew in sub-category CPA averages.

Mexico and Unavailable Markets

  • Mexico: Operates fully through programmatic execution. Direct tracking is only required if a dedicated homepage takeover is executed on Prime Video.

  • Rolex / Inactive Regions: Excluded from tracking due to lack of product availability.

United Kingdom Performance and Takeover Execution

  • Strategic Context and Inventory Cannibalization:

    • Significant budget expansions required rapid spend deployment.

    • Feature Rotator (Fire TV) and Prime Video (PV) takeovers were executed concurrently on the same calendar day.

    • Running multiple takeovers simultaneously causes audience overlap and attribution cannibalization between Fire TV and Prime Video ecosystems.

    • Simultaneous takeovers across both ecosystems must be strictly restricted to major tentpole title releases (e.g., Modelo).

    • Scheduling takeovers in tight daily succession severely diminishes overall campaign return on investment.

  • Placement and Delivery Metrics:

    • Prime Video Takeover 1: Achieved high efficiency, delivering approximately 4,0004,000 subscription adds.

    • Prime Video Takeover 2: Delivered slightly under 2,0002,000 subscription adds at an approximate $20.00\$20.00 CPA.

    • Fire TV Takeovers: Highly inefficient performance, with individual CPAs reaching $1,045.00\$1,045.00

Campaign Formulas, Optimization Rules, and Performance Benchmarks

  • Cost Per Acquisition (CPA) Calculation Formula:   CPA=Total SpendFree Trials+Hard Subscriptions\text{CPA} = \frac{\text{Total Spend}}{\text{Free Trials} + \text{Hard Subscriptions}}

  • UK Takeover Benchmark Thresholds:

    • Optimal Target Volume: 2,5002,500 to 4,0004,000 subscription adds per takeover event.

    • Underperformance Threshold: Any takeover delivering under 2,5002,500 subscription adds indicates severe volume and efficiency drop-off.

  • Flighting and Budget Pacing Principles:

    • Strategy models that flight monthly budgets evenly across weeks create false overspend indicators during weeks with concentrated takeover activity.

    • Executing three Share of Voice (SOV) takeovers in a single week can visually inflate weekly spend by 50%50\% above even flighting models. High-volume weeks must be evaluated against overall monthly allocations rather than flat weekly averages.

  • Tactical Budget Optimization Protocol:

    • When a specific placement tactic wildly underperforms against target goals, spend must be immediately reallocated into higher-performing tactics (e.g., moving spend from high-CPA Sponsored Tiles into low-CPA Feature Rotators) to preserve overall blended target CPA.