Guide to Amazon DSP Advertising
Article by: Orca Pacific Advertising Team
Every month over 200 million shoppers browse Amazon searching for products. Advertisers jockey for that customer traffic by fighting it out with paid search ads.
So how does a brand build their own audience in such a crowded marketplace?
With Amazon Demand-Side Platform (DSP), brands can leverage Amazon shopper data to target high-intent shoppers with display advertising on and off of Amazon.
Strategic Amazon DSP campaigns can scale your marketing and advertising strategy by driving awareness and reaching qualified customers at all stages of the customer journey.
What is Amazon DSP?
Amazon DSP (formally known as Amazon Advertising Platform or AAP) is a demand-side platform that allows buyers of digital advertising inventory to manage multiple ad and data exchange accounts through a single interface. Amazon Demand-Side Platform offers power and flexibility by providing brands the ability to self-manage programmatic digital media campaigns which means advertisers have extensive opportunities to drive awareness, consideration and sales on and off the platform.
Not only can ads be scaled at large to target qualified in-market shoppers across all Amazon owned-and-operated sites and apps, but you can also reach Amazon shoppers across all leading publishers’ sites and mobile apps as well as through the largest third-party exchanges.
Amazon DSP Targeting Options
During campaign creation and optimization, advertisers possess the ability to create custom audience segments specific to their products and categories to ensure a highly relevant user experience. This is due in large part to Amazon’s exclusive 1st party shopper data that is refreshed in real time, providing best in class targeting capabilities. Their ability to know what a customer is searching for, when they make a purchase, and adjust ad targeting accordingly creates a huge advantage over other demand-side-platforms.
Amazon DSP offers a number of audience targeting options including:
- Contextual: Shoppers that are actively looking at products related to your brand.
- Lifestyle: Shopper that show search and purchasing habits closely related to lifestyle groups such as vegetarians, fitness or pet lovers.
- In-Market: Shoppers that have shown intent in the past 30-days to purchase a product within one of Amazon’s subcategories.
- Audience Lookalike: Shoppers that have similar demographics and shopping behaviors as your current customers.
- Remarketing: Shoppers that have previously engaged with a product either by searching for it, viewing the product detail page, or purchasing the product.
- Advertiser Audiences: List of customers provided by the advertiser.
In April 2020, Amazon announced that advertisers now have access to even more in-market or behavioral audiences globally. In a recent blog post Amazon wrote, “this release doubles the in-market audience catalog, expanding the in-market audiences available across all locales.”
Ad Types for Amazon DSP
Amazon DSP has two advertising options:
- Display ads
- Video ads
DSP ads appear on Amazon.com, Amazon owned web properties (such as IMDB, Goodreads, and more), other popular websites and well-known mobile apps.
Furthermore, Amazon DSP provides full-funnel reporting metrics including domain level reporting and audience insights data which enables advertisers to better understand the path to purchase, from when the ad was first served to specific actions the customer takes after.
[NEW UPDATE – MARCH 2020]
Advertisers can now view their private marketplace deals and bid metrics (including bid request, response counts, and bid rate) in the deals page.
This provides advertisers with visibility into the health of their deals and whether they are set up properly with publishers or SSPs.
To access these metrics, advertisers should navigate to their campaign manager. From the left-side menu, select “Deals” and the preferred date range. According to Amazon, deals now also include a health indicator, showing an alert to advertisers “if the deal is active but is not receiving bid requests from supply-side platforms (SSP).”
How to Use Amazon Demand-Side Platform
Amazon DSP allows advertisers to execute and optimize programmatic digital media campaigns focused on driving awareness, consideration and sales. It provides highly accurate in-market targeting using exclusive 1st party shopper data that is refreshed in real time, enabling ads to be served to customers in a relevant and timely manner.
Incorporating Amazon DSP into your overall marketing strategy will help target customers at various points during their shopping journey. This is one of the most effective tools for brands looking to take their advertising strategies and sales performance to the next level.
Programmatic is a great solution for executing branding initiatives because it gives advertisers more efficiency and less waste, using frequency management and a better understanding of their audience. Through programmatic, advertisers have access to more high-quality supply and formats like video (on connected TV as well as in-stream and out-stream online video across desktop and mobile), digital out-of-home, audio, and high-impact display.
Ed Dinichert, Director of Global Programmatic Advertising Sales at Amazon Advertising
(quoted from Branding with Amazon DSP)
As a preferred provider that understands how brands like yours can leverage DSP advertising, let the managed-services team at Orca Pacific develop and implement strategies that are tailored to your unique business needs. Learn more about our Amazon DSP agency and contact us to get started maximizing your sales potential.