Amazon Confidential - booyahadvertising.com · 20 Amazon Confidential Re-engage shoppers...

Amazon Confidential1


AMAZON DSPDSP: Demand Side Platform

A demand-side platform offers software used to purchase advertising in an automated fashion. DSPs are most often used by advertisers and agencies to help them buy display, video, mobile and search ads.

3 Amazon Confidential

Extending Reach with the Amazon DSPBuild trusted relationships with the right

audiences at scale

Amazon’s DSP allows our partners to programmatically reach their audiences both on Amazon sites and apps as well as through our Amazon Publisher Services and

third-party exchanges.

Exclusive Amazon audiences

Reach across devices + formats

Insights + performance reporting

Unique + comprehensive s supply

Traffic quality + brand safeguards

Paid Prime members globally

100M+

US monthly unique visitors1

202M

Harris Poll reputation quotient

#1


Amazon DSP Activation

WHO WHAT HOW

Advertisers+

Agencies

Creative: Display + Video+

Inventory: Cross Device, O&O and Partner Inventory

+Targeting: First & Third Party Data

Self Service+

Managed Service


TARGETING

Amazon knows the consumer journey, from initial product exploration to further research, item comparison and ultimately purchase. Use our exclusive insights to help grow your brand.


Build unique audiences based on interactions with your brand’s products on Amazon

Searches

For keywords related to your

brand’s products

Views Purchases SubscriptionsOf your products’ detail pages or those similar to

your products

Of your brand’s products

Of your brand’s products

Amazon Confidential


Use overlap insights to discover other audiences your target audience is apart of


Use exclusive Amazon audiences to reach those with potential interest in your products or services

LifestyleIn-market

Contextual Demographic

Amazon Confidential


INVENTORY

Tap into Amazon’s exclusive O&O display and video inventory while also leveraging our direct integration with publishers via Amazon Publisher Services. Extend reach further using Amazon DSP’s access to multiple open exchanges.


O&O Amazon Publisher Services Open Exchanges

Unique, comprehensive inventory

Available through leading exchanges

Direct connection with high-quality publishers

Unique supply


Advertiser benefits when targeting Amazon Publisher Services

Traditional supply-chain

Advertiser DSP SSP/Exchange Publisher

Advertiser Amazon Publisher

Better performanceHigh quality publishers

Align your brand with hand-picked publishers in

high-quality, brand-safe environments across

desktop and mobile web display, mobile in-app, and

video pre-roll inventory

Bypass the traditional waterfall and see 100% of bid

requests. This allows you to put your message in front

of more Amazon shoppers relevant to you. Plus you no

longer need to pay SSP fees.


Targeting & reporting

Apply the benefits of programmatic

to specific publisher buys, leveraging

Amazon exclusive first-party

audiences and performance insights

Greater transparency

Higher degree of transparency,

providing more control over

where your advertising runs

Curation of Publishers

Access to high quality inventory

and placements available

exclusively through direct deals

with the publishers

Private marketplaces (PMPs)

Publishers and advertisers are able to negotiate directly to set up deals, access customized packages, and analyze delivery


Increase the reach and performanceof your campaign with Fire TV

• Full-screen ads with sound

• Non-skippable

• Brand-safe, licensed TV and movie content

• Average completion rate of 97%

| Source: Benchmark from 3P Fire TV apps beta participants, March and April 2018


STRATEGY

Tie together Amazon’s proprietary data, unique inventory solutions and custom campaign metrics to drive success and deliver across your campaign’s KPIs.


Optimize your strategy: Branding + Awareness

Consider Leveraging

Inventory

• Video: OTT, Desktop & Mobile

• Display: Multiple contextually relevant sources

Data

• Unique Amazon Lifestyle Segments

Success Metrics

• Impressions

• Unique reach

• Video views

• Nielsen brand effect

• Millward Brown brand lift


Optimize your strategy: Consideration

Consider Leveraging

Inventory

• Video: Amazon’s Video Builder

• Display: O&O + APS

Data

• Unique Amazon In-Market Segments

• Brand Level Consideration Segments

Success Metrics

• Clicks/CTR

• Detail Page Views

• New-to-brand data


Optimize your strategy: Conversion + Purchase

Consider Leveraging

Inventory

• Display: Standard Display + Dynamic eCommerce Ads

Data

• Custom ASIN based segments

• Retargeting

Success Metrics

• Purchases

• ROAS

• Sales

• Brand Halo ROAS + Sales


Sponsored ads and display complement each other

| Amazon Confidential

Re-engage shoppers who researched your brand

Tailor creative to optimize for what works

Reach more potential customers likely to buy

your products

Help shoppers discover your brand

Sponsored ads Display


Reach as many as 10 times more customers ready to buy your products

Amazon Confidential | Sources: Indexed Internal Amazon data, 2017

10.8xmore high intent shoppers can be

reached with display ads vs. sponsored ads

alone

Category: Necklaces

Number of weekly searches

Number of customers researching the category


Re-engage shoppers researching your brand with display

Amazon Confidential | Source: 1. Industry average Choozle Digital Advertising Findings & Best Practices 2016 2. Amazon Advertising, based on 6 EU advertisers that ran in Q1-Q2 time frame eCommerce remarketing campaigns measured against category ROAS benchmark

+46%average lift in click rate

for ads targeting US consumers who

previously engaged with a brand1 17x

Higher return on spend in campaigns targeting

audiences who researched a brand2


Sponsored ads and display strategies, deliver results and fuel demand

Amazon Confidential | Source 1: Branded Search: % change in indexed keyword searches of advertised brand or products during the campaign period vs. pre-campaign period. 2: Earned Media (organic retail impressions): X% increase in organic impressions for the brand products during the campaign period (vs. pre-campaign period) Results based on 16 US Amazon Advertising advertisers – before and after running an Amazon Advertising campaign and during a campaign

On average, brands with campaigns using display and sponsored ads ads saw higher volumes of brand searches and organic brand impressions

+140%

Average change in branded search1

% increase in keyword searches of advertised brand or products during the campaign period (vs. pre-campaign period).

Average change in earned media2

% increase in organic impressions for the brand products during the campaign period (vs. pre-campaign period)

+90%


Case Study: A new sparkling water brand drove brand awareness on Amazon

200% liftin detail page views during the display ad campaign on Amazon vs. the pre-campaign baseline

2.5x CTRfor Amazon DSP ads served to Amazon Fresh and Prime Now audiences vs the DSP CPG benchmark

Used display ads to reach audiences at scale across Amazon, Fresh and Prime Now

Source: Amazon internal, 2018.


A protein snack bar drives online sales growth

Leveraged Amazon’s shopping insights and ad solutions designed for trial and repeat purchase

Results• 100%+ increase in total ad-

attributed sales in 2018 YoY

• 28% improvement in display ROAS in 2018 YoY

Approach• Used a 2-pronged audience strategy across trial

and retention combined with high performing Amazon ad formats and placements

• Leaned into key shopping periods, like New Year New You, based on temporal trends surfaced by Audience Insights

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Case Study: Harley-Davidson drives brand awareness with programmatic video ads

Objective: Leverage programmatic video ads to increase brand awareness for Harley-Davidson’s Street Rod and Road King motorcycles

Solution:Using :30 second video creative, the team used programmatic to:

• Utilize Amazon first-party audiences, including Amazon Garage

segments and relevant Lifestyle and In-Market segments

• Deliver video creative across unique supply on Amazon’s owned and operated

websites, as well as placements on leading publishers' sites, apps, and through the

largest exchanges

Video completion rate1

80%video completion rate

vs. benchmark2

+5% lift

Results

The video creative linked to a Harley-Davidson.com landing page

24 Amazon Confidential | Source: 1. Amazon Internal, 2017; 2. Amazon Internal, 2017, benchmark based on May average for the auto vertical for 30s


Amazon DSP FAQs

Is there a minimum for using the DSP?

For managed service the minimum is $50K, for self-service there is no minimum.

Inventory: Can you blacklist and whitelist? Can you select Amazon O&O only?

Yes! You can black or whitelist. You can also choose to only run on Amazon’s O&O inventory.


Amazon DSP FAQs Continued

Where do DSP campaigns drive to?

Campaigns can either link-in on Amazon.com to your brand’s product detail or landing page, or we can link out to your brand’s specific page.

What do advertisers typically leverage Amazon for?

Our advertisers use Amazon for multiple KPIs. We see ROAS and conversion tactics deployed, often with advertisers using unique, ASIN based targeting to drive purchase and consideration.

We also see many advertisers leveraging Amazon for branding initiatives, via a combination of display using our proprietary Lifestyle and demo segments, as well as our exclusive video creatives and OTT video inventory via the FireTV.


Appendix


Retail insights

Monitor retail activity before,

during, and after your campaign

to help identify the correlation

to advertising campaigns

Observe the lasting effect

advertising campaigns have

on product consideration and

sales

Uncover impact outside of the

standard 14 day attribution

window


Measures advertising effectiveness

across the customer decision journey

Unique metrics: New to brand, Sales, Detail Page

Views

Amazon first-party data enables accurate

measurement across all touchpoints

Campaign reporting


Search and display ads: Better together

Linenspa is a growing brand in the home furnishings vertical that wanted to convert more traffic going through its detail pages. To achieve this, they added display ads and a remarketing strategy to their search campaign

Source: Amazon Internal, 2017; 1) Earned Media (organic retail impressions): % increase in organic impressions for the brand products during the campaign period (vs. pre-campaign period)

1.6x

Return On Ad Spend

Total ROAS for remarketing

campaign compared to search only ROAS.

34%

Increase in earned media1

Increase in organic impressions for the

brand products.

2x

Increase in average daily sales

Across the brands’ entire portfolio of

products in the same category.

.

Conversion


Use the audience planning tool to drive brand level planning

The numbers presented on this slide serve as an example of insights a brand may discover via Amazon’s audience insights. They do not reflect insights derived from an actual brand.

Build awareness Media

objective:

75-100M

Audience

browsing the

aisle, but not

browsing or

purchasing your

brand

Drive

consideration Drive purchase Build loyalty

Size of the

opportunity:30-50M

Relevant

audience on

Amazon, but

not engaged in

the aisle

Audience

browsing your

brand, but

have not yet

purchased

Audience

purchasing

your brand,

but have not

yet subscribed

1-5M 100-500K

Amazon Confidential |


Leverage your existing audience sources using

Advertiser Audiences

Advertiser

hashed

audience

DMP transfer

Pixel

Available sources

Reach existing audiences

Reach lookalike audiences

Reach new audiences

How to use them

Amazon audienceAdvertiser Audience


34 Amazon Confidential Source: CPC Strategy and Survata, "The 2018 Amazon Shopper Behavior Study" - US, Feb. 2018Amazon Confidential

Endemic Recommendations

• Goal Setting:

• Before setting up a campaign, decide upon the goal – for example, efficient ad clicks, product

Detail Page View (DPV) considerations, or product Purchases (ROAS). Leverage Amazon’s

exclusive data to measure performance and KPI adherence.

• Audiences:

• Leverage Audience Builder tool to build ASIN and brand-level audiences.

• Remove underperforming audiences based on Amazon’s segmentation reports

• Creative: Monitor performance on a creative level and eliminate ineffectual messaging, test static vs

DEA display

• Inventory: Leverage O&O in conjunction with partner publisher content to expand reach and test

performance

35 Amazon Confidential Source: CPC Strategy and Survata, "The 2018 Amazon Shopper Behavior Study" - US, Feb. 2018Amazon Confidential

Non Endemic Recommendations

• Goal Setting:

• Determine the campaign KPI and how it will be measured and tracked

• Audiences:

• Add opportunity audiences from Amazon overlap reporting

• Utilize lookalike audiences for converters and users lower down the funnel for prospecting

campaigns

• Remove underperforming audiences based on Amazon’s segmentation reports

• Creative: Monitor performance on a creative level and eliminate ineffectual messaging

• Improve Efficiency: Lower CPMs floors whenever possible and scale is not limited

• Inventory: Leverage O&O in conjunction with partner publisher content to expand reach and test

performance

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