There is a new sheriff in town in the online advertising work: Amazon is a new powerhouse. Offering businesses a range of tools to reach their target audiences effectively. Two key options for deploying display advertising on Amazon are Sponsored Display and Amazon DSP (Demand-Side Platform). Let’s break down each option to understand their features and benefits:
What is Amazon’s Sponsored Display:
Sponsored Display is tailored for advertisers of all sizes and budgets, providing a user-friendly platform to create campaigns aligned with specific business goals. Here’s what you need to know:
– Audience Targeting: With Sponsored Display, advertisers can engage with audiences wherever they spend time, whether it’s across the Amazon store, thousands of apps, or websites. Targeting options include audiences in-market for specific products, such as pet food.
– Reporting: Advertisers can access standard Amazon campaign analytics to track performance metrics and gain insights into their campaigns’ effectiveness.
– Ease of Use: There’s no minimum spend requirement, making it easy for businesses to get started with their advertising efforts on Amazon.
What is Amazon DSP (Demand-Side Platform):
Amazon DSP takes display advertising to the next level, offering comprehensive planning, activation, and measurement solutions. Here’s what sets it apart:
– Audience Targeting: Amazon DSP provides advanced audience targeting capabilities, allowing advertisers to refine their audience criteria based on factors like demographics (e.g., age, income) in addition to in-market interests (e.g., pet food).
– Reporting: Advertisers can dive deep into audience reports, comparing click-through rates (CTR) and efficiency across layered audiences. They can also import their brand’s first-party signals and run overlap reports to further refine their targeting strategies.
– Flexibility: Amazon DSP offers the flexibility of being Amazon-managed (with a minimum spend requirement) or managed through a trusted partner, providing businesses with options that best suit their needs and resources.
Choosing what is right for you between Amazon DSP and Amazon’s Sponsored Display:
When deciding between Sponsored Display and Amazon DSP, consider your advertising goals, budget, and the level of targeting precision you require. Sponsored Display offers a simple and accessible way to start advertising on Amazon, while Amazon DSP provides advanced features and targeting capabilities for businesses looking to optimize their campaigns further.
In conclusion, whether you’re a small business or a large brand, Amazon provides the tools and resources to elevate your display advertising efforts and reach your target audience effectively. By understanding the differences between Sponsored Display and Amazon DSP, you can make informed decisions to drive success in your advertising campaigns on the platform. If you need help deciding which is right for you, feel free to reach out to Barrel Aged E-Commerce and we’ll steer you in the right direction.
