Amazon DSP Advertising: Guide to Amazon Demand Side Platform
What to know about Amazon DSP Advertising? Amazon DSP Ad allows advertisers to show video and audio ads to reach audiences on Amazon and third-party platforms. Discover the power of Amazon DSP ad campaigns today.
For some time now, advertising on Amazon has demonstrated how essential outdoor promotion is to sales, introducing your brand and products to new audiences. A new expansion of Amazon devices and Amazon distribution is an effective follow-up to other Amazon advertising solutions.
Amazon DSP advertising has a complex structure that is different from Amazon PPC ads. The Amazon Demand-Side Platform (DSP) is the premier system for advertisers to connect with buyers at scale on any device. Through programmatic ad buying, both inside and outside of Amazon.
With Amazon DSP, advertisers can create impactful video and display ads and harness Amazon’s unique consumer purchase data to target highly qualified audiences at all stages of the customer purchase journey. All this while automating the purchase of online advertising space from the extensive and exclusive advertising inventory of the Amazon demand-side platform.
What Does Amazon DSP Advertising Stand For?
Amazon DSP advertising stands for ‘Amazon demand-side platform’ and is a platform that allows advertisers to programmatically buy display, video, and audio ads to reach audiences on Amazon and third-party platforms.
Amazon demand side platform uses the Cost Per Thousand (CPM, cost per mille) pricing model. This means that advertisers pay per thousand impressions instead of the pay-per-click (Amazon PPC) pricing model, which allows advertisers to display their ads by paying customers for each click on their ads.
Why Should You Use Amazon DSP Advertising?
Amazon Demand-Side Platform (DSP) is a powerful advertising tool offered by Amazon that allows advertisers to reach and target audiences on Amazon and third-party platforms. There are several reasons why you should consider using Amazon DSP advertising:
Access to Amazon’s Data
Amazon DSP advertising provides access to useful first-party data from Amazon, including shopping behavior, search queries, and purchase history. This advanced audience targeting feature is useful for targeting relevant audiences and providing highly personalized ads to potential customers.
Brand Awareness and Reach
Amazon DSP advertising allows you to extend your advertising reach beyond Amazon’s platform. It will enable you to display ads on various platforms, apps, and devices within the Amazon advertising ecosystem, effectively increasing your brand’s visibility. This is the best thing you can do to build your brand on Amazon.
Retargeting
Amazon DSP advertising enables you to retarget your previous audience. With Amazon DSP, you can display ads to customers who have previously interacted with your brand, products, or website. This helps potential buyers remember your brand and motivates them to complete their purchase or take other desired actions.
Programmatic Advertising
Amazon DSP advertising uses programmatic advertising, automating ad inventory buying and selling in real-time. This feature allows efficient ad placements, better optimization, and the ability to create data-driven campaigns for better performance.
Cross-Device Targeting
Using the Amazon DSP platform, you can target users across multiple devices, including desktops, mobile devices, and connected TVs.
Advertising experts recommend checking the latest features, benefits, and best practices for using Amazon DSP directly from Amazon’s official website or consulting an Amazon expert consultant.
Amazon Demand-Side Platform Placements
Amazon Demand Side Platform ads appear in places where:
- On Amazon pages: homepage, product detail page, deals page, search results page, etc.
- On Amazon devices: Fire tablet, Fire TV, Kindle, etc.
- Amazon-owned websites: Goodreads, IMDb, Audible, Twitch. TV, etc.
- In amazon apps
- All over the internet
Is Amazon DSP the same as Sponsored Display?
There is a common misconception that Amazon DSP and Sponsored Display ads are the same because of their display characteristics and some common placements where DSPs appear. But the truth is that they differ, and it is necessary to dispel this concept by highlighting specific DSP features. To understand what makes these ads unique, let’s discuss the advantages of Amazon DSP advertising:
Benefits of Using Amazon DSP Advertising
There are several advantages of using Amazon DSP advertising for effective advertising campaigns, such as Precise audience targeting, Cross-channel targeting, DSP inventory access, Increased brand awareness, and different advertising aspects.
1. Unique Targeting Options
Amazon sellers are aware of the importance of reaching new and larger audiences. The benefit of an expanded targeting options list is extremely valuable. Compared to AmazonDSP, traditional Amazon PPC advertising has a range of targeting options such as market, lifestyle, remarketing, contextual, similar, and advertiser audiences.
2. Targeting Across Borders (Cross-Channel Shopping)
In addition to displaying their ads to relevant audiences on and off Amazon, DSP users also can reach sellers across different channels by setting up sales promotion campaigns through cross-channel campaigns. In this way, it allows the customers to see the advertisement wherever they are going and is directed to the shopping platform, enabling them to buy the relevant products.
Consider following the Amazon branding guidelines for developing a consistent brand experience.
3. Amazon DSP Inventory Access
Access to Amazon DSP’s inventory is a prerequisite for success. With this type of expanded data flow, advertisers receive information about interest in their products, and with proper organization, this is used to target the right groups. To reinforce DSP targeting methods with accurate data about customer behavior, Amazon receives information from three sources: Amazon-owned and operated properties, Amazon Publisher Services, and third-party exchanges.
4. Crowd Experiences and Mission Execution Examination
Luckily for Amazon DSP customers, the benefits of this promotional type don’t end there. DSPs access multiple promotional intelligence information and mission performance information to obtain fundamental data about purchasing behavior. Merchants must provide profiling reports of customer activities before, during, and after the mission. Add to the truck the measurement associated with the disclosure, purchase completed, etc.
This is the closest a sponsor comes to reaching a truly applicable crowd and is the way to find out when customers are around before they make a purchase.
5. Amazon DSP Advertisements Details
Since the Amazon DSP advertising expression addresses a range of promotions on gadgets at multiple stages and in different amounts, DSP sponsors are committed to knowing Amazon DSP advertising aspects and determinations. The Amazon DSP specifications are organized by the devices where the promotion appears and include all the prerequisites, inventive rules, promotion sizes, and organization vendors that sellers need to consider.
6. Increase Brand Awareness
Given its importance, the paragraph about Amazon brand awareness should not be the last item on the Amazon DSP benefits list. DSPs, like sponsored brands, aim to increase brand awareness.
However, unlike Endorsed brands, DSP advertisements can remind customers about your image or expose you to a new crowd on external platforms that search the web for the claimant’s products. This is important because, for example, customers probably won’t return to Amazon for a long time because they’ve neglected it, and they need to be reminded of something they wanted to buy a while ago.
Amazon DSP Advertising Targeting Options
Option 1: In The Market
The first targeting option is a set of sellers who have shown a strong interest in purchasing items in your subcategory within the last thirty days.
Option 2: Lifestyle
Way of Life targets customers with a comparable interest in the promoted brand assortment or comparable properties with previous brand buyers.
Option 3: Suitable
Contextual focusing refers to the collected items compared to the most recently read.
Option 4: Remarketing
Amazon DSP Ad is based on remarketing to potential buyers who have read, viewed, or purchased your or competitors’ items.
Option 5: Look Alike
Type focusing aims to show ads to existing customers of your image or a group of people with comparable customer behavior to your competitors.
Option 6: Advertiser Audience
Actual sellers list the important assemblies.
Demand Side Platform Creative Editing
DSP Creative Type defines the ad type chosen by advertisers. Options for creative assets include a custom image, a video, a review (only possible with more than 15 reviews and a rating above 3.5 stars), etc.
Measurements and recommendations are provided according to creative dimensions and file weight required for all creatives. File format guidelines are just one of the creative options offered to responsive e-commerce advertisers. This allows for 10 supported sizes for advertising on and off Amazon.
Like any other advertisement, DSP properties should be engaging and attractive to the audience. Whatever ad type or size you choose, consider its placement and whether it will attract the viewer’s attention.
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Amazon DSP Ad Types
Amazon DSP considers four more types. Depending on the objectives of the seller, he can select the most suitable type.
1. Static Ad Type
Static ads are created to encourage quick action for the people to whom the ads are displayed. The Static ads feature a call-to-action, an image, a brand name, and a logo. Potential customers are directed to your website, Amazon product listings, and Amazon’s online store by clicking on the advertisement.
2. Video Ad Type
Video advertisements can be the most efficient product promotions because of their ability to demonstrate the functions of products, their relevance to certain life situations, and how people use the goods. A video ad consists of a video that leads your customers to an Amazon product detail page or website. Sellers can upload self-made videos or use the video builder, which allows them to choose from multiple templates and adjust them. There are also options for animation logos, music, format, etc.
3. Dynamic Ad Type
The magic of dynamic advertising is that Amazon automatically selects content based on the target audience. This facilitates advertisers who have little time to analyze DSP reports and think about which creative assets will drive purchases of their products.
4. Over-The-Top Video Ad Type (OTT)
This advertisement is shown on television sets like the Amazon Fire TV Stick. Viewers are not directed to product detail pages or websites by overtopping ads. They are increasing brand awareness at a rapid pace.
Amazon DSP Advertising Costs
The Amazon DSP advertising costs vary by design and placement. Self-service users have complete control over their campaigns and are not charged for management. The minimum investment for the managed-service option is typically USD 50,000 (minimum investment may vary by country).
For more detailed information on the current Amazon DSP advertising costs and pricing model, visit the Amazon Advertising website, or consulting an Amazon advertising specialist will be better. Remember that Amazon advertising costs are subject to change, so getting the latest information from reliable sources is important.
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Conclusion
In conclusion, Amazon DSP advertising is a powerful and comprehensive tool for advertisers looking to maximize their Ads campaigns. Access to valuable first-party data, precise audience targeting, and cross-device features allow advertisers to reach audiences on Amazon and third-party platforms successfully.
Enhanced brand awareness and engagement are guaranteed through programmatic buying and retargeting options, and advertisers are given the tools to drive better results through measurable results and performance data.
As a result, within the Amazon advertising ecosystem, Amazon DSP Advertising provides a comprehensive and data-driven approach that results in effective and powerful advertising campaigns across various platforms and devices.
