Better Advertising with BTR Media

Latest Episodes:

Creating Demand with Amazon DSP Aug 07, 2025

Show notes

Most people still think Amazon DSP is just for retargeting. It’s not. In this episode, Destaney brings on one of our own DSP Specialists, Alyssa Guzman to cover how we are using Amazon DSP to create demand, not just capture it.

What does full-funnel DSP actually looks like today, STV, OLV, prospecting layers, AMC audiences, and everything in between. And they get honest about what’s working, what’s not, and how to avoid the trap of chasing perfect ROAS without moving real revenue.

They Cover:

Why prospecting matters way more than most brands think
The common DSP mistake that kills growth
How BTR makes AMC audiences actually scalable
What retail expansion looks like (and why clients trust BTR to lead it)

Connect with Alyssa

https://www.linkedin.com/in/alyssa-guzman-280629161/

Connect with Destaney

https://www.linkedin.com/in/destaney-wishon/

Learn more about BTR Media

www.btrmedia.com

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

How We Scale AMC, SQP, and Strategy Jul 29, 2025

Show notes

What does it actually take to scale AMC, operationalize SQP, and build a reporting stack that helps you make better decisions, not just gather more data?

In this episode, Destaney sits down with Dustin Wassner, Head of Product at BTR, to unpack how he has turned some of the clean room chaos into category-level clarity.

They cover:

The truth behind AMC adoption (and why most brands still can’t access it)
SQP’s biggest limitations and how we make it actionable anyway
The system Dustin has built to apply AMC audiences at scale
How dashboard design and funnel tagging unlock better decisions
What LTV, CAC, and conversion lag actually look like in the real world

Connect with Destaney

https://www.linkedin.com/in/destaney-wishon/

Connect with Dustin

https://www.linkedin.com/in/dustin-wassner/

Learn more about BTR Media

www.btrmedia.com

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What it Takes to Build a Brand on Amazon Jul 15, 2025

Show notes

Recorded live at Cannes Lions, this episode brings together three people who know what they’re doing in the Amazon space - Destaney Wishon (BTR Media), Jeffrey Cohen (Amazon Ads), and Gabi Viljoen (Nestlé Health Science).

What does real brand building on Amazon look like in 2025?

They cover:

Why obsessing over your customer matters more than chasing ROAS
How AMC is helping brands become more precise
The role of entry points, lifetime value, and playbooks that actually evolve
Why creative is no longer optional and how AI is making it scalable
What modern full funnel strategy really means

Connect with Gabi on LinkedIn

https://www.linkedin.com/in/gabriellaviljoen/

Connect with Jeff on LinkedIn

https://www.linkedin.com/in/jeffreycohen/

Connect with Destaney on LinkedIn

https://www.linkedin.com/in/destaney-wishon/

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Creative Studio: AI, Video & What’s Ahead Jul 03, 2025

Show notes

Destaney joins Jay Richman (VP, Product & Technology) from the Amazon team covering how AI is reshaping creative, what’s changed with Creative Studio, and what’s coming next. This isn’t the same tool it was a year ago and the updates keep coming.

Covered in this episode:

Why video is the next big frontier for Amazon ads
How AI is making creative faster, cheaper, and more accessible
The real reason your product detail page impacts your AI-generated ads
Why “progress over perfection” is key here
How AI could level the playing field for small brands and help big brands scale

Connect with Jay Richman

Connect with Destaney

Learn more about Creative Studio

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

How We Structure Campaigns at Scale Jun 05, 2025

Show notes

In this episode, Destaney sits down with Adam Mellott, a key player at BTR Media who helps some of the most complex brands keep their ad accounts organized and running strong. Adam works closely with brands that have thousands of products, and he’s known for making sense of messy catalogs and turning them into a system and strategy that works.

Throughout the episode you'll hear them cover how to clean up messy ad accounts, how to name your campaigns so they’re easy to manage, and how to make better use of your ad budget. Adam also shares real stories from brands selling everything from sports gear to phone accessories.

What's Covered?:

🔶 How to organize your ad campaigns so they make more sense

🔶 Why campaign names matter more than you think

🔶 How to find and use the right keywords

🔶 How to make fast changes when trends shift

🔶 Tips for keeping things simple, even with thousands of products

Connect with Destaney: https://www.linkedin.com/in/destaney-wishon/

Connect with Adam: https://www.linkedin.com/in/adammellott/

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Four Pillars of Amazon: Supply Chain Strategy May 21, 2025

Show notes

Destaney and Gabi welcome Rob Hahn, COO of Pattern, for the final episode of The Four Pillars of Amazon mini-series! They're covering the important yet challenging world of Amazon operations, supply chain difficulties, and the growing changes Amazon has experienced over the years. Rob shares his great background from early days at Amazon to pivotal roles at Whitebox and Pattern, highlighting critical strategies for brands to effectively navigate Amazon’s dynamic operational landscape.

Focus of This Episode:

Insights on the evolution and increasing complexity of Amazon’s supply chain.
Advice on managing inventory, regionalization, and reducing logistics costs.
Strategies for maintaining competitive edge through efficient operational practices.
Real-world examples demonstrating successful supply chain management.

Connect with Rob Hahn on LinkedIn

https://www.linkedin.com/in/rob-hahn-12136736/

Connect with Destaney on LinkedIn

https://www.linkedin.com/in/destaney-wishon/

Connect with Gabi on LinkedIn

https://www.linkedin.com/in/gabriellaviljoen/

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Four Pillars of Amazon: Creative That Converts May 21, 2025

Show notes

In episode three of our mini-series, Destaney and Gabi welcome Dayexi Tomko to join them. In this episode, they're covering brand building and creative opportunities on Amazon and how the platform’s transformations have changed consumer interactions and brand storytelling. They discuss the critical shifts in Amazon’s creative landscape, including the growing importance of optimized main images, engaging carousel content, and strategic use of premium features like brand stores and enhanced A+ content.

Focus of This Episode:

Understanding Amazon’s evolution in creative brand-building opportunities.
Insights into optimizing main images and PDP content to capture consumer attention.
Strategies for leveraging brand stores and premium content for the best impact.
Tips for navigating Amazon’s innovative modules, including quizzes and branded recipes.
Exploring the role of AI tools (like Creative Studio AI and Rufus) in streamlining creative production and optimization.

Connect with Destaney on LinkedIn

https://www.linkedin.com/in/destaney-wishon/

Connect with Gabi on LinkedIn

https://www.linkedin.com/in/gabriellaviljoen/

Connect with Dayexi Tomko on LinkedIn

https://www.linkedin.com/in/dayexi-tomko-26916864/

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Four Pillars of Amazon: Creating Demand May 21, 2025

Show notes

In the second episode of The Four Pillars of Amazon mini-series, Destaney and Gabi discuss the fast growth of Amazon Advertising. They look back on how much CPCs have grown over the past several years, especially with how they have increased their competitiveness on the platform and the need for strategic ad investments.

Focus of This Episode:

Why brands willingly pay for premium CPCs and how to maintain profitability despite rising ad costs.
The importance of moving beyond isolated search strategies to adopt a holistic, full-funnel approach.
Leveraging Amazon Marketing Cloud (AMC) for advanced audience targeting, optimizing your advertising spend, and enhancing campaign efficiency.
How creative advertising formats on Amazon (like Sponsored Brands Video, Sponsored Display, and streaming placements) can significantly impact your brand's performance.
The critical role of external traffic sources and multi-channel touchpoints in maximizing overall brand conversion rates.

Connect with Destaney on LinkedIn

https://www.linkedin.com/in/destaney-wishon/

Connect with Gabi on LinkedIn

https://www.linkedin.com/in/gabriellaviljoen/

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Four Pillars of Amazon: What Amazon Really Wants May 21, 2025

Show notes

This is episode one of our "Four Pillars of Amazon" Mini-Series, hosted by Destaney Wishon and Gabi Viljoen, MBA.

A main topic throughout this episode is Amazon’s growth from “The Everything Store” to “The Everyday Store”. With both of them having long term experience working with Amazon, they discuss the multiple shifts that shaped Amazon’s commitment to better consumer experiences, the impact of post-COVID shopping behaviors, the importance of optimizing your digital shelf and leveraging reviews, and what strategies are the most effective for managing assortment, pricing, and SKU differentiation.

Focus of This Episode:

Amazon's shift towards targeted, everyday consumer experiences
Impact of post-COVID consumer shopping behaviors on online retail
Importance of optimizing your digital shelf and leveraging reviews
Effective strategies for managing assortment, pricing, and SKU differentiation

Connect with Destaney on LinkedIn

https://www.linkedin.com/in/destaney-wishon/

Connect with Gabi on LinkedIn

https://www.linkedin.com/in/gabriellaviljoen/

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The Right Retailer Isn't Always the Obvious One May 07, 2025

Show notes

After five years with BTR Media, COO Alex Amos appears on his first podcast episode! Jeff Cohen, Amazon Ads Tech Evangelist, credits Alex as the "silent assassin" behind BTR Media, recognizing his influential role in the company's growth. Alex and Destaney break down how geo-targeting works with Walmart's display ads and why it’s important to align audience targeting with business goals. Their conversation covers how brands are adjusting to new opportunities across various retail media platforms by focusing on case studies involving Instacart and Walmart. Alex shares the challenges of managing advertising on these platforms, sharing unique examples like the marketing strategies for the mandarin orange brand, Cuties.

Major takeaways from this episode:

Understanding the strategic importance of selecting the right retail media networks based on brand alignment and operational capabilities.
Highlights the benefits of leveraging retail media networks' unique features, such as Walmart's item set-level advertising and geo-targeting.
Emphasis on the role of detailed audience segmentation and creative optimization in driving successful advertising campaigns.
Revealing new opportunities with brands using insights into how Instacart and Walmart advertising can drive significant lift in both online and in-store sales.
The importance of using comprehensive retail media network data to inform strategy and optimize advertising spend effectively.

Connect with Alex on LinkedIn

Connect with Destaney on LinkedIn

Learn more about BTR Media & our capabilities

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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