The frenetic omnichannel ecommerce landscape creates a specific problem for brands - how do you grow market share when target shoppers are in so many different places at once?
Amazon’s Demand Side Platform (DSP) and the Sponsored Display self-service advertising solution are currently helping brands address this problem.
“Brands that rely solely on Amazon’s native PPC advertising are leaving money on the table,” explains Bobsled Advertising Director Stefan Jordev. “Ecommerce customers are savvy - they tend to shop around before making a purchase decision. By utilizing Sponsored Display and DSP, brands are broadening their horizons and tapping into new types of traffic.”
Bobsled is an Amazon-approved agency, and we’re fortunate to have a close relationship with the Amazon Advertising team. Earlier this week we hosted a 20-minute webinar on the Key Differences Between Amazon DSP and Sponsored Display alongside a very special guest from Amazon!
Find a brief recap of the webinar below.
Customers are going through multiple channels before making a purchase
Although many customers go straight to Amazon, the majority of ecommerce shoppers browse through multiple channels before making a purchase. Therefore, it’s important for your brand to stay top of mind at every phase of the journey. Sponsored Display and DSP are effective tools that brands can utilize to get an edge over the competition.
Sponsored Display is the ‘training ground’
There’s no minimum spend when it comes to Sponsored Display advertising. This means brands can scale display ad campaigns and spend with extreme efficiency, and gather incredibly useful audience information which can be applied across all sales channels.
DSP is the ‘big leagues’
At a certain point, you’ll be ready to progress to DSP, which typically requires more budget and oversight.
“With DSP, brands can build off their Sponsored Display insights, and really push the envelope with display and video campaigns,” Stefan says. “The key to DSP is having a clear understanding of how to interpret the massive amount of data at your fingertips, so you can develop hyper focused campaigns.”
Sponsored Display and DSP are very similar - with a few key differences
Many struggle to understand the nuances between the ad platforms. For a deep dive blog post on the specific similarities and differences, check out Amazon Sponsored Display vs DSP.
Using Sponsored Display and DSP together
Here’s a 3-point breakdown of how to use the platforms in tandem.
- An advertiser that wants to build their brand through display may leverage Sponsored Display to promote their full portfolio then move their top performing ASINs to the DSP.
- Both Sponsored Display and DSP can be used as a prospecting tool. Advertisers can use Sponsored Display targeting capabilities to understand which audiences are viewing brands and categories similar to yours or peers within your category then find more audiences like them in the DSP.
- To drive sales, Advertisers can leverage Sponsored Display to target suggested or similar product categories then use DSP to build custom lookback windows to amplify consideration for their products.