Latest Amazon DSP Updates & News
25 Oct 2024
Toucan’s Advertising team have been updating us on what’s new in Sponsored Ads and DSP, here are some key updates from the team!
1. Additional 1st Party Supply
What it is: From November 1st, display campaigns will gain access to more first-party supply across devices and platforms like Echo Show, Fire Tablet, Fire TV, IMDb, Twitch, and Whole Foods Market and Fresh digital displays.
Why it matters: This expansion provides brands with more high-quality, brand-safe advertising environments to reach consumers. First-party supply often comes with better data accuracy and higher engagement, allowing brands to more effectively target audiences across a broader range of touchpoints. For those selling off Amazon, it's an opportunity to leverage Amazon's ecosystem to drive awareness and engagement outside of the traditional e-commerce setting.
2. Brand Awareness Campaign Goal-Based Bidding
What it is: New KPI goals for brand awareness campaigns, focusing on reach and frequency, which will influence the automated bidding strategy.
Why it matters: With a focus on reach and frequency, advertisers can optimise campaigns more effectively for brand awareness rather than just conversions. It allows brands to increase visibility and familiarity across their target audience, which is particularly valuable for upper-funnel advertising.
3. Similar Audiences
What it is: Broader audience reach using "similar" audiences.
Why it matters: Similar audiences help brands expand their reach by targeting users who share characteristics with existing customers. This capability enhances the ability to attract new prospects that are more likely to convert, improving the efficiency of acquisition efforts.
4. Contextual Targeting Expanded to 3P Inventory
What it is: Contextual targeting is now available on third-party inventory, in addition to Amazon’s owned and operated (O&O) properties.
Why it matters: Brands can extend contextual ads to a wider range of placements, increasing the reach of campaigns while still maintaining relevance to users. By being able to target products or content related to their own offerings, brands can drive more qualified traffic, which may lead to higher conversion rates.
5. Sponsored Display Carousel Ad
What it is: Sponsored Display campaigns can now feature up to three images in a carousel format, with this feature being available in the US as a BETA for advertisers who don’t sell on Amazon.
Why it matters: The carousel format offers a more engaging ad experience, allowing brands to showcase multiple products or highlight different aspects of a single product. This can increase the likelihood of user interaction, making it an attractive option to build brand presence and engage potential customers in new ways.
Together, these updates expand reach, improve targeting, and enhance creative options, making Amazon DSP an even more powerful platform for brands aiming to scale their advertising efforts both within and beyond Amazon's ecosystem.
Toucan’s Advertising team have been updating us on what’s new in Sponsored Ads and DSP, here are some key updates from the team!
1. Additional 1st Party Supply
What it is: From November 1st, display campaigns will gain access to more first-party supply across devices and platforms like Echo Show, Fire Tablet, Fire TV, IMDb, Twitch, and Whole Foods Market and Fresh digital displays.
Why it matters: This expansion provides brands with more high-quality, brand-safe advertising environments to reach consumers. First-party supply often comes with better data accuracy and higher engagement, allowing brands to more effectively target audiences across a broader range of touchpoints. For those selling off Amazon, it's an opportunity to leverage Amazon's ecosystem to drive awareness and engagement outside of the traditional e-commerce setting.
2. Brand Awareness Campaign Goal-Based Bidding
What it is: New KPI goals for brand awareness campaigns, focusing on reach and frequency, which will influence the automated bidding strategy.
Why it matters: With a focus on reach and frequency, advertisers can optimise campaigns more effectively for brand awareness rather than just conversions. It allows brands to increase visibility and familiarity across their target audience, which is particularly valuable for upper-funnel advertising.
3. Similar Audiences
What it is: Broader audience reach using "similar" audiences.
Why it matters: Similar audiences help brands expand their reach by targeting users who share characteristics with existing customers. This capability enhances the ability to attract new prospects that are more likely to convert, improving the efficiency of acquisition efforts.
4. Contextual Targeting Expanded to 3P Inventory
What it is: Contextual targeting is now available on third-party inventory, in addition to Amazon’s owned and operated (O&O) properties.
Why it matters: Brands can extend contextual ads to a wider range of placements, increasing the reach of campaigns while still maintaining relevance to users. By being able to target products or content related to their own offerings, brands can drive more qualified traffic, which may lead to higher conversion rates.
5. Sponsored Display Carousel Ad
What it is: Sponsored Display campaigns can now feature up to three images in a carousel format, with this feature being available in the US as a BETA for advertisers who don’t sell on Amazon.
Why it matters: The carousel format offers a more engaging ad experience, allowing brands to showcase multiple products or highlight different aspects of a single product. This can increase the likelihood of user interaction, making it an attractive option to build brand presence and engage potential customers in new ways.
Together, these updates expand reach, improve targeting, and enhance creative options, making Amazon DSP an even more powerful platform for brands aiming to scale their advertising efforts both within and beyond Amazon's ecosystem.
Toucan’s Advertising team have been updating us on what’s new in Sponsored Ads and DSP, here are some key updates from the team!
1. Additional 1st Party Supply
What it is: From November 1st, display campaigns will gain access to more first-party supply across devices and platforms like Echo Show, Fire Tablet, Fire TV, IMDb, Twitch, and Whole Foods Market and Fresh digital displays.
Why it matters: This expansion provides brands with more high-quality, brand-safe advertising environments to reach consumers. First-party supply often comes with better data accuracy and higher engagement, allowing brands to more effectively target audiences across a broader range of touchpoints. For those selling off Amazon, it's an opportunity to leverage Amazon's ecosystem to drive awareness and engagement outside of the traditional e-commerce setting.
2. Brand Awareness Campaign Goal-Based Bidding
What it is: New KPI goals for brand awareness campaigns, focusing on reach and frequency, which will influence the automated bidding strategy.
Why it matters: With a focus on reach and frequency, advertisers can optimise campaigns more effectively for brand awareness rather than just conversions. It allows brands to increase visibility and familiarity across their target audience, which is particularly valuable for upper-funnel advertising.
3. Similar Audiences
What it is: Broader audience reach using "similar" audiences.
Why it matters: Similar audiences help brands expand their reach by targeting users who share characteristics with existing customers. This capability enhances the ability to attract new prospects that are more likely to convert, improving the efficiency of acquisition efforts.
4. Contextual Targeting Expanded to 3P Inventory
What it is: Contextual targeting is now available on third-party inventory, in addition to Amazon’s owned and operated (O&O) properties.
Why it matters: Brands can extend contextual ads to a wider range of placements, increasing the reach of campaigns while still maintaining relevance to users. By being able to target products or content related to their own offerings, brands can drive more qualified traffic, which may lead to higher conversion rates.
5. Sponsored Display Carousel Ad
What it is: Sponsored Display campaigns can now feature up to three images in a carousel format, with this feature being available in the US as a BETA for advertisers who don’t sell on Amazon.
Why it matters: The carousel format offers a more engaging ad experience, allowing brands to showcase multiple products or highlight different aspects of a single product. This can increase the likelihood of user interaction, making it an attractive option to build brand presence and engage potential customers in new ways.
Together, these updates expand reach, improve targeting, and enhance creative options, making Amazon DSP an even more powerful platform for brands aiming to scale their advertising efforts both within and beyond Amazon's ecosystem.