Amazon DSP or programmatic advertising enables us to leverage Amazon’s first-party insights based on billions of observed shopping patterns across the customer decision journey.
Unlike Google, which is based on browser behavior, or Facebook, which is based on social engagement, Amazon data is based on actual shopping data, making it one of the best databases for brands.
Some of the benefits of using DSP include:
Precise targeting across devices and formats
- Amazon DSP enables advertisers to build cross-device campaigns.
- Advertisers can achieve marketing goals by reaching Amazon shoppers at scale, whether on or off Amazon.
- To reach the most relevant audience, advertisers can leverage both Amazon’s audiences and their own by using a pixel or data management platform (DMP) in their campaigns with Amazon DSP.
Comprehensive and unique supply
- Supply is the inventory that a publisher has available to monetize, or the actual impression of a user viewing an advertisement on a web page. So, Amazon’s “unique supply” is the impressions that advertisers can access through the DSP that they cannot access via other DSPs.
- To boost targeted reach of Amazon shoppers whenever and wherever they shop or consume content, advertisers can access comprehensive and unique inventory from Amazon owned-and-operated (O&O), 3P exchanges, Amazon publisher services (APS), and private marketplaces.
Audience Insights & Performance Analytics
- The DSP provides audience insights and robust performance analytics pre-, during, and post-campaigns.
- Amazon’s deep reporting analysis includes key metrics such as add to cart rate, total purchases, and product units sold (for brands that sell on Amazon).
Advertisers can leverage display and video ad types, as well as creative types like:
- Display ads with e-commerce creative
- Image ads
- Video ads
- Custom creatives
- Third-party served ads
Amazon Audience Targeting based on Sales Funnel
We have 4 strategies we use with all DSP brands to help meet the campaign objectives.
Amazon DSP Awareness Strategy
In the awareness stage, advertisers can generate new, long-term demand for their brand by reaching an audience who is not yet engaged with the category. Advertisers can help drive the discovery of their products and push their brand to top of mind once customers begin to research the category.
Amazon DSP Consideration Strategy
In the consideration stage, advertisers can generate new, short-term demand for their brand by reaching an audience considering the brand’s category but not the brand. Advertisers can drive active category customers’ interest in their brand by reaching the most relevant audience in the right context.
Amazon DSP Purchase Strategy
In the purchase stage, advertisers can capture existing demand for their brand by reaching an audience who is already considering the brand. If shoppers engage specifically with an advertiser’s brand and do not immediately buy, advertisers can re-engage with this high-intent audience to help drive them to purchase.
Amazon DSP Loyalty Strategy
In the loyalty stage, advertisers can remarket to a brand’s existing audiences. Reaching existing audiences can drive loyalty from those ready to re-purchase, as well as those who will be ready to learn about any new products, extensions, or brand innovations, thereby cycling the audience back into the awareness stage.
Ready to drive real growth using tried and true advertising strategies?
Connect with one of our Amazon experts today to learn how we can help you achieve category dominance on Amazon.
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