Advertising on the Amazon DSP platform is a great way to get your product or service in front of the right people. With Amazon DSP, you can reach the right customers with targeted ads, create campaigns tailored to your business goals, and measure the success of your campaigns in real time. This guide to advertising ad types on the Amazon DSP platform will provide you with all the information you need to create successful ads, optimize your ad spend, and maximize your ROI.
With so many different ad types available, it can be challenging to know which ones are best for your business. This comprehensive guide will provide an overview of all the ad types available on Amazon DSP and their advantages and disadvantages. From native ads to video ads, this guide will help you decide which ad type is best for your business. With this guide, you can maximize your ROI and reach the right audience with the right ad type.
Let’s start with the first available ad type.
Video Ads
Video ads are best for product promotion and driving brand awareness, as opposed to driving clicks or sales. Video ads are tricky to ignore and likely to catch the user’s attention.
Your video needs to be high-quality and have these specifications:
1920 x 1080 p and 6, 15, 20, 30, or 60 secs
For online video inventory DSP recommends 6, 15, 20, 30, 60, or 120 seconds. Other lengths may reduce delivery and performance. For streaming TV inventory, DSP recommends 15 or 30 seconds. Different lengths may reduce delivery and performance.
Video ads can be served as Streaming TV ads and Online Video Ads. The difference is that streaming tv ads are not clickable, and you shouldn’t add a call-to-action text inside these videos.
Audio Ads
Audio ads are short audio clips that are played to audiences during listening moments across premium audio content, including first-party Amazon Music ad-supported tier and third-party Amazon Publisher Services, on desktop, mobile, tablet, connected TV, and smart speakers devices (e.g., Echo, third-party Alexa-enabled devices, and Fire TV).
Your audio ad should be between 10 and 30 seconds long and should be one of these three audio files(MP3, OGG, or WAV). You have to add a high-quality image of 1024 x 1024 px, and you can add a 19 characters headline and choose the destination to a product page or a web URL.
Audio ads are great for driving brand awareness and are less likely to be ignored than other ad types. Because audio ads are short, they are more likely to be listened to than longer ads. Audio ads are ideal for driving brand awareness, increasing brand equity, and generating positive brand sentiment.
Image, Image mobile APP, Image mobile O&O
They work the same and are created the same. The difference between all of these is the size of the creative.
Why bother and use all of these? Because when having a custom image, you want a particular message delivered to your audience, and you wouldn’t want an automatic crop on your best callout or feature inside that custom product picture.
It is best to test different creatives and monitor which one performs best. Many questions can be answered through experimentation with different creatives. Through A/B testing, you can offer two slightly different variants of the same display ad to see which one is more effective. You can play around with a slight change in the headline, background color, and multiple Call To Action messages.
You may send traffic to your listing on Amazon or to another website.
Native Ads
Native ads are best for brand awareness and product promotion and are less likely to drive clicks than other ad types. With the rise of ad blocking, it has become increasingly important for advertisers to create ads that blend in rather than distract and annoy users. Native ads are great for this purpose because they are designed to do that. They look and feel like part of the website on which they are served, making them less intrusive than other ad types and more likely to be seen.
Be sure to check the following :
- Select your desired language,
- Upload an image 600x500px, under 2MB
- Upload a logo(optional) 300x300px, under 2MB
- Add a headline – 30 characters
- Add an alternative headline – 60 characters
- Add a branding text – 25 characters
- Body text – 200 characters (optional)
- Check the click-through URL.
Note: You can send traffic to your listing on Amazon, an Amazon partner site (like IMDB), or a non-Amazon-owned website.
Responsive e-Commerce
This ad type is simple to use. It will automatically optimize ad formats to meet a campaign goal. You can add up to 20 ASINs under one creative ad.
After selecting the desired products, you can add a unique and authentic product review from the ones available on Amazon.
You may then choose which formats to use. The default option is to optimize the ad between all available configurations. (Shop now, Add to Cart, Coupon, Customer Review).
Streaming TV Studio
A creative feature that enables Amazon DSP advertisers to quickly enhance their brand videos or audio segments using customizable templates.
Choose the video layout, add a high-quality video 1920 x 1080, 15 or 30 seconds long or add an audio stream.
You may add a small product card over the video and use a carousel form to showcase two products and many other variants.
You can select a background image, a color, or two colors to blend with your product more seamlessly, and different layout options to select: rounded, rectangle, and perspective.
For this ad type, you have the option to select a logo:
- Amazon
- Available at Amazon
- Custom logo
Another feature you can use is adding a QR Code to your created video.
Third-party
This creative permits you to use your online assets as a DSP image ad or video ad. It allows you to send traffic to your Amazon listing or another website.
Specific products and placements do not support third-party ad serving. These placements include the Amazon native app, Amazon mobile website, Fire TV, IMDb, Seller Central, and the Thank You Page.
Third-party app serving is restricted to Google Campaign Manager (GCM) INS tags.
These ads will appear on the Google Display Network, and you can choose the position of the “Adchoices” button.
Video creative builder
This is the last creative that the Amazon DSP currently offers. This is used to drive traffic to your Amazon listings or outside of Amazon URL, using other different templates that appear as a video.
One possibility is that this ad will appear as a rotating banner containing up to five selected ASINs.
Another option would be to follow one of four Enhancer templates which require a high-quality video of up to 120 seconds.
The video can be completely customized with a headline, a description line, and a layout to advertise those products.
We want to see more advertisers use of these powerful advertising ad types that Amazon DSP provides.
If your brand could benefit from Amazon DSP ads, BellaVix is here to help. Don’t hesitate to contact the BellaVix Team today.
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