News & Announcements

Channel Bakers Ranks No. 1691 on the 2021 Inc. 5000, With Three-Year Revenue Growth of 271 Percent

Inc. Magazine Reveals Annual List of America’s Fastest-Growing Private Companies—the Inc. 5000

NEW YORK, August 17, 2021 – Inc. magazine today revealed that Channel Bakers is No. 1691 on its annual Inc. 5000 list, the most prestigious ranking of the nation’s fastest-growing private companies. The list represents a unique look at the most successful companies within the American economy’s most dynamic segment—its independent small businesses. Intuit, Zappos, Under Armour, Microsoft, Patagonia, and many other well-known names gained their first national exposure as honorees on the Inc. 5000.

“We are honored to be part of this list,” said Josh Kreitzer, Founder and CEO of Channel Bakers. “By the middle of last year it was reported that more than 145 million consumers were new to shopping online. Our team rose to the challenge to help our clients transform their online go-to-market strategies and create online experiences to compensate for a decline in their brick and mortar sales. Making this list is an honor, but the real honor was helping our clients grow and thrive during a time of uncertainty.”  

To meet the challenge, Channel Bakers increased their personnel by nearly 180% over the past two years, expanded globally and added new offices in the UK and Taiwan.

Not only have the companies on the 2021 Inc. 5000 been very competitive within their markets, but this year’s list also proved especially resilient and flexible given 2020’s unprecedented challenges. Among the 5,000, the average median three-year growth rate soared to 543 percent, and median revenue reached $11.1 million. Together, those companies added more than 610,000 jobs over the past three years.

Complete results of the Inc. 5000, including company profiles and an interactive database that can be sorted by industry, region, and other criteria, can be found at www.inc.com/inc5000. The top 500 companies are featured in the September issue of Inc., which will be available on newsstands on August 20.

“The 2021 Inc. 5000 list feels like one of the most important rosters of companies ever compiled,” says Scott Omelianuk, editor-in-chief of Inc. “Building one of the fastest-growing companies in America in any year is a remarkable achievement. Building one in the crisis we’ve lived through is just plain amazing. This kind of accomplishment comes with hard work, smart pivots, great leadership, and the help of a whole lot of people.”

About Channel Bakers

Founded in 2015, Channel Bakers is a full-service, global eCommerce and Retail Media agency founded upon a core tenet to help innovative brands find the right audience at the right time and tell their story to drive sales.  The agency utilizes its decades of experience leveraging shopper behavior data and retail analytics to grow revenue within specific retailers and verticals.  With data-driven strategies Channel Bakers has leveraged its initial success as a fully accredited and certified Amazon advertising partner, to become a true omnichannel eCommerce retail media and marketing agency.  For more information, visit www.channelbakers.com.

CONTACT:

Rachel Reenders
KCOMM
949-443-9300
rachel@kcomm.com

More about Inc. and the Inc. 5000

Methodology
Companies on the 2021 Inc. 5000 are ranked according to percentage revenue growth from 2017 to 2020. To qualify, companies must have been founded and generating revenue by March 31, 2017. They must be U.S.-based, privately held, for-profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2020. (Since then, some on the list may have gone public or been acquired.) The minimum revenue required for 2017 is $100,000; the minimum for 2020 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons. Growth rates used to determine company rankings were calculated to three decimal places. There was one tie on this year’s Inc. 5000.  Companies on the Inc. 500 are featured in Inc.’s September issue. They represent the top tier of the Inc. 5000, which can be found at http://www.inc.com/inc5000.

About Inc. Media
The world’s most trusted business-media brand, Inc. offers entrepreneurs the knowledge, tools, connections, and community to build great companies. Its award-winning multiplatform content reaches more than 50 million people each month across a variety of channels including web sites, newsletters, social media, podcasts, and print. Its prestigious Inc. 5000 list, produced every year since 1982, analyzes company data to recognize the fastest-growing privately held businesses in the United States. The global recognition that comes with inclusion in the 5000 gives the founders of the best businesses an opportunity to engage with an exclusive community of their peers, and the credibility that helps them drive sales and recruit talent. The associated Inc. 5000 Vision Conference is part of a highly acclaimed portfolio of bespoke events produced by Inc. For more information, visit www.inc.com.
For more information on the Inc. 5000 Vision Conference, visit http://conference.inc.com/.

Channel Bakers Receives Congressional Recognition

Corona, CA – June 7, 2021 – Channel Bakers Founder and CEO, Joshua Kreitzer, has been awarded special Congressional recognition for outstanding and invaluable service to the community by U.S. Congressman Ken Calvert (CA-42) at a recent ceremony at the District office in Corona, Calif.

“It is an honor to receive this recognition from Congressman Calvert,” said Kreitzer, who founded Channel Bakers in 2015. 

As an eCommerce and Retail Media agency, Channel Bakers more than doubled its local employee base in 2020 by adding more than 75 jobs at its Southern California headquarters. The agency also expanded its creative department and added a full-service video production team.

Throughout its history, Channel Bakers has supported Together We Rise, a non-profit organization that supports foster children and their families. In 2019, Channel Bakers and Together We Rise partnered to bring 300 foster siblings together for a fun-filled day at Disneyland to create life-long memories together.

Kreitzer also stated “Throughout our tremendous growth we have focused on creating a culture at Channel Bakers that inspires our 200+ employees around the world to focus on helping others. Partnering with Together We Rise gives us the opportunity to put our core values to practice by giving back to children in need.”

It’s the spirit of growth and improvement that guides Joshua and his team’s work every day, both in business and the community.

DSP + Search = Better Together (Amazon Advertising 101)

[Read Time: 7 Minutes]

In this industry, there’s a stat that floats around every year and eMarketer just gave us the updated number: 53% of US Adults go to Amazon when searching to make a digital purchase.

That’s 53% – more than double the amount of Google’s share (23%). Key takeaway, you probably should be using Amazon Search advertising more than traditional search if you’re selling products on Amazon.

So how do you stand out? We suggest that you combine your Search efforts with the demand generation and conversion tactics only available with Amazon DSP + Search Advertising.

Search Advertising Alone = 50 Points

Amazon Search advertising has been around officially, since January 2014. It was fun watching them take on Google back then. Today they’re no longer just a retailer; they’re the 3rd largest advertising platform that rivals Google and Facebook. 

Amazon has the best data for search because, as we mentioned before, 53% of shoppers go to Amazon to research products and 184MM monthly US visitors is too many to miss out on! 

Amazon also provides conversion metrics per keyword which helps determine the best keywords to choose for your advertising strategies.

Search Advertising is based on cost-per-click, where advertisers buy keywords that consumers type into the search bar (hence: Search). All of the advertisers bidding for that keyword are then put into an auction that lasts milliseconds.

Search Advertising is a much broader approach since Amazon doesn’t provide the same level of targeting refinements as DSP like age, zip code, mobile vs. desktop, etc., which is why it’s better to use DSP + Search to drive the shopper down the funnel.

Many advertisers focus their Amazon Search strategy centered around three key objectives: 

  1. Protecting their branded keywords,
  2. Conquesting their competitors’ keywords, and
  3. Targeting the undecided shopper who isn’t looking for specific brands keywords like “cold brew” vs. “wandering bear cold brew”.

DSP Alone = 50 Points

DSP, aka Demand-Side Platform, is the platform that allows advertisers to build and buy ad campaigns on and off Amazon. That’s right, you can buy ad space on Amazon-owned entities like IMDb and Fire TV as well as other top publishers outside of their owned-network.

What really differentiates DSP from Search is that it allows advertisers to run custom creative and Dynamic eCommerce Ads, along with Twitch ads, OLV ads, and OTT (over-the-top) ads on a much, more granular level. If Search is casting a wide net, DSP is like getting a new lure you just bought online, then choosing the best fishing spot in a lake where you know they’ve just restocked the fish.

DSP is based off of CPM (cost-per-thousand), rather than CPC (cost-per-click), so you pay for the ability to pick a specific target audience. You can target by age, gender, education level, the type of device they use, zip code…you name it…

When looking at CPM bid strategy, think of it as an apartment building that has many floors where each floor represents a different type of quality apartment. A high CPM bid strategy may get you a penthouse apartment like an online-video ad on a premium website like Forbes. A very low CPM bid strategy would get you an apartment in the basement on a tabloid website.

Take it from our Director of Sales Operations and Business Development in EMEA, Tyler Speer…

“If you as a brand want to get out of the CPC noise of 3P sellers and knockoffs on Amazon, go to display (DSP) to target a specific audience and help them understand the value that your product can bring.”

Tyler Speer, Director of Sales Operations and Business Development in EMEA

To give you an example, in the cold brew category the average CPC for the top of funnel search term “cold” has been upwards of $50 per click at times. The reason being, is that you have huge, well-established brands like Starbucks who are spending a lot of ad dollars from multiple funding sources within their massive company. Meanwhile, direct-to-consumer challenger brands like Wandering Bear can’t compete with Starbucks and their huge CPC bids.

What we’d recommend is to leverage a tactic called competitive ASIN remarketing where we can help our challenger brand target shoppers who looked at the Starbucks product that is heavily advertised and winning organic placement across many keywords, then target those shoppers who didn’t purchase.

With that strategy, we’re piggy-backing off of the large advertiser’s huge ad budget and being smart about talking to shoppers who weren’t buying their product (most likely due to reviews).

We then show them ads that have a call-to-action based on the negative reviews of the Starbucks product and in the ad creative we share how the challenger brand solves that problem.

We can even display those ads on search results pages in various different placements other than top-of-search. 

Depending on your goals, you may also want to serve DSP ads on Amazon’s site where we often see better click-through rates and sales. 

For example, this Wandering Bear ad could be served because a consumer was searching for the specific ASIN of a Starbucks French Dark Roast.

With granular DSP tactics like this, your advertising dollars can be extremely effective. Based on our experience, where DSP ads have really been shining is doing what’s called a PMP Deal where you identify specific, hyper-relevant sites off Amazon that you can serve ads to targets like coffee aficionados.

There’s some other tips and tricks to refine that strategy that we’ll share on the next DSP tactics blog post, keep an eye out for it coming soon.

So, what are the benefits of Search Advertising combined with this then?

Together, these two advertising tactics solve each other’s problems and their power is unstoppable! 

Start with Amazon’s excellent data, stored in their Data Management Platform (DMP…yes, it’s one letter off from DSP, we know). From there, you start at the top of the funnel going after potential customers who fit into your target audience.

DSP will help start this off with targeted ads on and off Amazon and a healthy mix of OTT ads to drive awareness with the binge-watchers out there. After seeing your product enough, they’ll jump onto Amazon to do their deep dive search to discover if they want to buy it.

This is where you hit them with a Search ad, putting your product at the top of the page, and therefore, top-of-mind in the customer’s mind. Search is basically meant to echo the message of the DSP campaign.

Flipping this equation on its head, you can start with the broad approach of using Search first. With this approach, you can target people shopping for items in your category on Amazon, then retarget them with ads that have conversion focused messaging and/or deal messaging.

Next thing they know, they’re being served ads outside of the platform for something they know they’re interested in, but haven’t completely finished the purchase cycle. Then just like that, BOOM!!, they’re back on Amazon and you’re in their shopping cart.

Amazon has even stated that Search and Display ads together increase demand for a brand’s products by over 100%, total sales by as much as 30%, and ROAS by as much as 160%.

If that doesn’t convince ya, I don’t know what will.

To Wrap Up

Search Advertising on Amazon is an excellent tool to use, but it’s limited targeting ability can only get you so far. That’s why we suggest you leverage Search and DSP Advertising to raise the level of your campaigns and reach your customers all throughout the funnel.

Not only will this game plan help you get much more granular with your approach, but you’ll also be able to achieve a better RoAS as well as employ strategic tactics like ASIN Remarketing.

If you want to learn more about how to leverage DSP + Search to #GrowTheDough for your products, please don’t hesitate to contact our Client Success team at: growthedough@channelbakers.com and bookmark our blog page for more real-time updates.