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Uplevel your Amazon DSP Strategy with New Placements & Features
The document outlines a webinar focusing on Amazon's Demand Side Platform (DSP) and its new features, including programmatic advertising capabilities and over-the-top (OTT) delivery of content. It highlights various aspects of DSP such as audience targeting, retargeting strategies, and insights into utilizing platforms like Twitch for advertising. Key discussions include the importance of programmatic advertising and access to third-party audience data for optimized marketing campaigns.
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Uplevel your Amazon DSP Strategy with New Placements & Features
- 1. Uplevel your Amazon DSP Strategywith New Placements & Features
- 2. Today’s Logistics Kerry Mallett WebinarCoordinator Recording & slides will be sent by end of week 01 Submit questions for live Q&A 04 03 Download relevant resources Log back anytime with same link 02 02 Join our poll questions 05
- 3. Tinuiti is thelargest independent performance marketing agency across the Triopoly. Employees Media managed Award-winning culture* $2B #1 800+ 3 *AdAge Best Places to Work 2019-2021
- 4. Some of Our Clients Our Recognition Forcommerce leaders of today and the future
- 5. Our Speaker JOSEPH ELMQUIST Specialist,Marketplaces
- 6. Agenda ● What isDSP? ● OTT Capabilities ● Twitch ● 3P Audiences 6
- 7. How much doyou know about Amazon DSP? ● Very little ● I am a newbie ● I know a decent amount ● I am an expert POLL
- 8. What Is DSP? Whatis it? ● Amazon’s demand side platform that allows you to programmatically reach audiences both on Amazon sites and apps as well as through their publishing partners and third-party exchanges. What is Programmatic Display Advertising? ● Programmatic advertising helps automate the decision-making process of media buying by targeting specific audiences and demographics. 8
- 9. 9 Search Advertising (PPC) ●Cost-per-click model (CPC) ● Self-service product ads on Amazon & across app ● Promote products as shoppers actively search by keyword or brand ● Ensure discoverability of brand and products against key search terms in a category Search vs. Display Advertising Display Advertising ● Cost-per-thousand impressions model (CPM) ● Behaviorally targeted banners served on & off Amazon, Amazon-Owned and -Operated sites, and across screens ● Reach shoppers who’ve shown recent intent to buy your products but may not be actively searching (passive) ● Fuel awareness & consideration to drive search
- 10. The Full AmazonAdvertising Funnel Consideratio n Purchase intent Purchase Purch Intent 10 DSP: In-Market & Lifestyle DSP: Retargeting Ad Console: Sponsored Brands Ad Console: Product Display Ads and Sponsored Products Awareness Consideratio n Purchase intent Purchase experience Purchase Awareness Consideration Purchase intent Purchase Loyalty
- 11. DSP Consumer Journey Awareness Consideratio n Purchaseintent Purchase experience Purchase Awareness Consideration Purchase intent Purchase Loyalty • In-Market Segments • 3P Audiences • OTT Retargeting • View Retargeting • Past Purchasers • Lapsed Purchasers • Pixel Retargeting Impressions (eCPM) Click-Throughs (eCTR) ROAS (eCPP) 11 • OTT • Twitch • Lifestyle Segments • Broad 3P Audiences
- 12. Today's Topics Awareness Consideratio n Purchase intent Purchase experience Purchase Awareness Consideration Purchaseintent Purchase Loyalty • In-Market Segments • 3P Audiences • OTT Retargeting • View Retargeting • Past Purchasers • Lapsed Purchasers • Pixel Retargeting Impressions (eCPM) Click-Throughs (eCTR) ROAS (eCPP) 12 • OTT • Twitch • Lifestyle Segments • Broad 3P Audiences
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- 14. Amazon OTT What isit? OTT stands for “over-the-top,” the term used for the delivery of film and TV content via the internet, without requiring users to subscribe to a traditional cable or satellite pay-TV service like a Comcast or Time Warner Cable. What is new? ● OTT Studio ● OTT Audience Guaranteed ● OTT Retargeting 14
- 15. DSP Consumer Journey Awareness Consideratio n Purchaseintent Purchase experience Purchase Awareness Consideration Purchase intent Purchase Loyalty • In-Market Segments • 3P Audiences • OTT Retargeting • View Retargeting • Past Purchasers • Lapsed Purchasers • Pixel Retargeting Impressions (eCPM) Click-Throughs (eCTR) ROAS (eCPP) 15 • OTT • Twitch • Lifestyle Segments • Broad 3P Audiences
- 16. What Is OTTStudio? OTT Studio Custom And Dynamic OTT Creative ● Allows the consumer to see the product and a headline that can be brand or product focused ● Enables the brand to use custom imagery to tie together the OTT creative ● Full customization of the outlying borders, including multiple products, colors, Amazon or custom logo, headline and more 16
- 17. OTT Audience Guaranteeand Retargeting What is Audience Guarantee? ● Allows us to lock in OTT inventory at a fixed CPM - Location - Frequency - Audience - Device Type - Daypart ● Tinuiti Guaranteed base CPM: $22 ● Non-Guaranteed CPM: Upward of $28 OTT Retargeting ● Marketers can now retarget Amazon OTT campaign viewers with all DSP ad types ● This allows for story consistency and driving consumers that are in aisle down the purchase journey 17
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- 19. Twitch What is it? Livecontent centred around viewers’ passions for gaming, music and beyond. Twitch offers an Immersive and interactive experience in which users help shape the content that they consume What is new? ● Twitch Audiences ● Twitch Premium Video 19
- 20. DSP Consumer Journey Awareness Consideratio n Purchaseintent Purchase experience Purchase Awareness Consideration Purchase intent Purchase Loyalty • In-Market Segments • 3P Audiences • OTT Retargeting • View Retargeting • Past Purchasers • Lapsed Purchasers • Pixel Retargeting Impressions (eCPM) Click-Throughs (eCTR) ROAS (eCPP) 20 • OTT • Twitch • Lifestyle Segments • Broad 3P Audiences
- 21. Twitch Audience Twitch Audiences ●Build and engage with audiences that have streamed content on Twitch based on channels/genre/games. ● Twitch’s audience indexes highly against young, affluent, ad-blocking cord-cutters that are notoriously hard to reach through traditional advertising channels 21
- 22. Twitch Available Inventory TwitchInventory ● There are many options with Twitch inventory from pre-roll video to full takeovers of Twitch front page. ● You can reach Twitch viewers across live entertainment with unskippable video creatives on desktop, mobile, tablet, OTT, and consoles. 22 Premium Video
- 23. Twitch Inventory 23 Homepage Headliner SureStream FirstImpressions Takeover
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- 25. 3P audiences What arethey? With the launch of Audience Data Store, advertisers get access to thousands of third-party audiences from dozens of branded data providers with a click of a button in Amazon DSP. What is new? ● Discovery and Planning ● Ease of access ● Quick Audience activation 25
- 26. DSP Consumer Journey Awareness Consideratio n Purchaseintent Purchase experience Purchase Awareness Consideration Purchase intent Purchase Loyalty • In-Market Segments • 3P Audiences • OTT Retargeting • View Retargeting • Past Purchasers • Lapsed Purchasers • Pixel Retargeting Impressions (eCPM) Click-Throughs (eCTR) ROAS (eCPP) 26 • OTT • Twitch • Lifestyle Segments • Broad 3P Audiences
- 27. Discovery and Planningwith 3P Audiences What Do 3P Audiences Offer? ● 3P audiences are consumer segments that are outside of Amazons ecosystem built on 3P data. ● Discovery and Planning:With this launch, advertisers, now, have access to Amazon, advertiser, and third-party audiences all in one place ● Ease of access: Few advertisers have direct contracts with data management platforms to bring third-party audiences to ADSP. Now advertisers have direct access without the outside relationship. ● Audience activation latency: The old process to transfer third-party audiences takes up to six weeks taking valuable time away from campaign activation. With this launch, advertisers can access now third-party audiences in seconds 27
- 28. So How DoI Activate? 28
- 29. DSP Activation Process Awareness Consideratio n Purchaseintent Purchase experience Purchase Awareness Consideration Purchase intent Purchase Loyalty • OTT • Twitch • Lifestyle Segments • Broad 3P Audiences • In-Market Segments • Focused 3P Audiences • OTT Retargeting • View Retargeting • Past Purchasers • Lapsed Purchasers • Pixel Retargeting Impressions (eCPM) Click-Throughs (eCTR) ROAS (eCPP) 29
- 30. Schedule Your Consultation with anAmazon Expert
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- 32. The Future of theWeb is here. Find out everything around new restrictions, cookies, IDFA, first-party data, and all things privacy from our Tinuiti experts. Learn More > tinuiti.com/privacy-forward
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