5 Q4 Updates for Amazon DSP

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2021 has been a crazy year on Amazon, following an ever crazier 2020 filled with COVID 19 lockdowns and the movement of thousands of sellers from brick and mortar stores to online platforms.

As a result, we saw a boom in Amazon usage, with Amazon seeing almost a 200% increase in profits since COVID began, an exponential growth that is still continuing.

In turn, it follows that Amazon has had to expand their ad space this year in order to accommodate the increasing demand for products.

Within this blog, we will explore the 5 biggest Amazon DSP updates that have been announced between October and now.

1. Amazon DSP Expands to More Countries

If you don’t currently know about Amazon DSP, then it is probably time to get to know. There is a reason why it is advertisers’ favourite demand side platform to date and it’s primarily based around the fact that it is so powerful! 

Consequently, there is no surprise that Amazon has expanded its usage from the already vast group of countries and have added 9 more to the list. These additions now have the pleasure of capitalizing on DSP’s extensive reach of audiences, inventory and 3P insights.

These 9 newest members of the Amazon DSP colony are: 

  • Sweden
  • Denmark
  • Finland
  • Norway
  • Australia
  • Switzerland
  • Ireland 
  • Israel
  • New Zealand

Why is this significant?

Firstly, this news goes a big way in showing how well Amazon DSP is doing for sellers, its continued success making it an easy decision to expand to new countries. 

Advertisers in these countries have unlocked the goldmine that is Amazon’s wealth of customer behaviour and insights, collated over decades. This should enable sellers in these countries, or those that have expanded to sell in these countries, to create a plethora of campaigns that weren’t accessible before. These include remarketing, in-market and lifestyle campaigns with tailored audiences. 

Not only this, but it now means that if you had planned to expand to any of the new marketplaces listed above, you can utilize both Amazon PPC and DSP to advertise your products effectively. In the future, it wouldn’t be surprising if DSP became available to all Amazon countries. Gaining an understanding of the platform now can provide you with a head start over those who are only gaining access now.

2. Responsive e-commerce creative supports custom images and product titles

On October 14th, Amazon announced that they have expanded Responsive e-commerce Creative (REC) customisation features in order to allow advertisers to utilize their own images in certain placements. You can now also edit the title in the ad copy to keep it succinct and clear for customers. These features have been made accessible to all advertisers worldwide and can be used by managed service and self-service advertisers.

Why is this significant?

Until now, REC has only provided ad creatives generated entirely from the product detail pages of the ASIN being advertised, to include an auto-generated image and title. However, this has since been changed to allow advertisers to adapt their messaging and images in order to tailor them to their campaign goals and brand aesthetic. 

As a result, advertisers can direct the focus of shoppers’ attention to specific product features and can accentuate its uniqueness. Further to this, while product detail page titles are normally lengthy and contain full descriptions of the product, this can be overwhelming when all squished into an ad or alternatively some words may be cut from the ad. Due to this change, advertisers can now make product titles on REC ads shorter and more manageable for customers who may be scanning hundreds of products and their titles

Where is the feature available?

  • North America: United States, Canada, Mexico
  • South America: Brazil
  • Europe: Germany, Spain, France, Italy, Netherland, United Kingdom
  • Middle East: Saudi Arabia, United Arab Emirates
  • Asia Pacific: Australia, India, Japan

3. Advertisers can now measure brand marketing impact using Amazon Brand Lift (beta)

Announced on October 26th, self-service and managed service advertisers on DSP are now able to design, launch and pull reports on Amazon Brand Lift studies from within the platform.

Amazon Brand Lifts is useful for advertisers tracking their ad performance against specific key performance indicators (KPIs) in order to evaluate their success based on their marketing goals.

Some of these marketing goals include improving brand awareness, increasing purchase intent or boosting brand loyalty. 

Amazon Brand Lift is fueled by the Amazon Shopper Panel and is available in the United States. This is an invitation-only, opt-in programme where shoppers are incentivized to share receipts from purchases made outside of Amazon.com or complete short surveys. In return they gain a monthly reward. This information can be accessed through DSP or Amazon Ads API.

Why is it important?

Comparing ad campaign goals against objective results allows for the continuous movement towards this goal and understanding of how to improve performance to reach them. According to Amazon, ‘Amazon Brand Lift is an easy, insightful and privacy-safe way for advertisers to quantify the impact of upper- and mid-funnel campaigns.’ This is massive for advertisers in bringing consumers down the funnel through analysis and adaptation of campaigns at every stage.

Amazon Brand Lift provides insights such as the proportion of people who become more familiar with your brand or more likely to convert as a result of a specific ad.

This video from Amazon shows how to produce Amazon Brand Lift studies and how to analyze the data received: https://www.amazonadvertising-unboxed.com/page/1944808/amazon-brand-lift 

4. Find recommendations for your line items in open beta using Bulk Sheets

From the 28th of October, bulk sheets can be utilized on DSP to provide pre-populated fields with recommended line item settings for self-service advertisers. Generated based on Amazon Ads’ best practices, the line item suggestions are tailored to an order’s goal KPI. From these customizable suggestions you have the ability to immediately make the changes to your line items.

Why is it important?

Using Bulk Sheets recommendations, you are able to increase optimization efficiency and simplify campaign setup. Most excitingly, the suggestions are tailored to your campaign performance goals.

Where is the feature available?

  • North America: United States, Canada
  • Europe: Spain, Italy, France, Germany, United Kingdom
  • Asia Pacific: Australia, Japan

5. Third-party audiences launch in the Amazon DSP

As of October 28th, self and managed service advertisers have the ability to utilize branded data providers’ third party insights on Amazon DSP. Third party audiences are easy ways to find advertising targets complementary to Amazon standard audiences.

Amazon has provided this example to showcase the need for this update: “For example, advertisers can use the “IM-Tableware and cutlery” third-party audience (from Zeotap in the UK) to complement the reach for “IM-handmade cutlery” (Amazon standard audience). Additionally, Travel-related advertisers can also use the new travel related third-party audiences (e.g. “IM-Budget travel” or “IM-Airlines travel”) to reach relevant consumers.”

Why is it important?

Whilst Amazon audiences are formulated from a wealth of data and customer behaviours, what is the harm in harnessing external audiences as well to expand advertiser reach using off-Amazon activity.

Having these third-party audiences natively available in Amazon DSP allows planners to have a holistic view of all the relevant Amazon, advertiser and third-party audiences in one place.

If you need help with Amazon DSP please get in touch.

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