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About AmazoN
Advertising
The Amazon advertising platforms are a powerful combination
of tools. They can help:
- Build brand awareness
- Highlight new products
- Target new-to-brand shoppers
- Increase the visibility of your brand
- Communicate your brand/product USPs
- And much more
There are two distinct advertising platforms, and a data lake that can inform the targeting strategies and analysis across the two.
Sponsored Ads provides 3 separate ad types that can target shoppers’ behaviour in the moment – the products that they are browsing, the search term they just typed etc.
Amazon’s DSP enables display, video and audio ads both within and beyond Amazon’s own sites and uses the full suite of information that Amazon holds on shoppers (including, for example, Prime video viewing habits) to target advertising precisely to specified audiences.
Amazon Marketing Cloud (AMC) absorbs advertising signals from both platforms as well as browsing and purchasing behaviour to create incredibly granular analysis of advertising performance. AMC also allows us to target audiences from one platform on the other and vice versa, which enables really tight shopper journey planning.
As an Amazon Advanced Advertising Partner we have access and skills across all 3 platforms. We use these to design the perfect advertising support to grow your sales on Amazon and beyond.
Case Study
Working with clients across both Sponsored Ads and DSP, we have been able to use Amazon Marketing Cloud data to look at what happens when people see ads from both platforms. We’ve observed that shoppers who have seen both ads show a markedly higher propensity to purchase:
| Ad Exposure | Purchase Rate | ||
|---|---|---|---|
| Brand 1 | Brand 2 | Brand 3 | |
| DSP Only | 0.1% | 0.1% | 0.0% |
| Sponsored Ads Only | 0.9% | 0.3% | 0.5% |
| Sponsored Ads + DSP | 6.7% | 1.8% | 1.5% |
As a result, we’ve been able to build audiences in AMC to maximise the overlap so that more people see both ad types and are consequently more likely to purchase.
More
Information
Here is a selection of resources on issues that
relate to Amazon advertising:
- A quick guide to Amazon advertising
- What is Amazon Marketing Cloud?
- Measuring what matters in Amazon ads
- We need to talk about automated ad targeting
- Amazon shopping on mobile vs desktop
