Amazon took over the retail world with a slick website and an even slicker delivery system. Even now, many retailers are still playing catch up.
Advertising on Amazon
Amazon now is coming for the advertising crown. With Google and Facebook market share beginning to slip, is it time for Amazon to take the lead.
I still get asked on a regular basis why would someone want to use Amazon ads if they aren’t on Amazon. Amazon’s DSP service seems to have slipped under the radar of many marketers.
Below are a few reasons why you should be using Amazon’s Demand Side Platform.
- Feature your display ads at the point of sale on Amazon
- Reach audiences outside of other networks such as Fire TV, IMDb and Kindle
- A built-in brand safety mechanism that Amazon uses itself
- Access Amazon’s first party data and target unique customer groups
- Display ads on premium publisher environments
Programmatic advertising makes up 85% of display advertising worldwide and Amazon’s offering allows you to tap into that market whilst layering audiences on top. You can even upload your existing CRM lists into the platform and use it to retarget your customers around the web. Your ads are eligible to show in the usual display style of banners and images across all devices.
We recommend running a test budget of £5,000 so the system can learn and optimise as you begin to get more traffic through.
The benefit to these features is that you can target across the full marketing funnel. You can build brand awareness by showing your brand across premium publisher environments and 3rd party sites, then disrupt competitors whilst customers are in-market at the consideration phase. Finally, you can convert your customers by re-engaging them if they didn’t complete a purchase or haven’t returned to your site in a while.
With Black Friday around the corner, we as marketers should be looking to diversify our spend across multiple channels. If programmatic and Amazon haven’t yet featured in your plan then there’s no time like the present.
The main point is that you don’t need to be selling your products on Amazon to use their DSP service. You can reach potential customers who are on Amazon looking at your rival products and disrupt that cycle before they check out.
And if you are already using Amazon to sell your products then you can use the DSP to reach those customers once they have viewed your products on the site and then left.
If you need help getting setup through Amazon DSP or if you just want some advice on building this into your existing marketing strategy, then please get in contact. We’d be happy to help!