With over 5 million marketplace sellers across Amazon, it’s becoming more and more difficult for brands to stand out. Advertising to the audiences available within Amazon’s DSP can help increase your brand awareness both on and off Amazon. Having the capability to retarget customers through DSP keeps your brand top-of-mind for prospects and previous customers. Learn how Amazon’s first party data can allow your brand to target a wider range of potential customers referred to as “in-market” or “lifestyle.” Discover best practices on how to utilize this data to target, educate, and re-engage shoppers off and on Amazon.

1. How to Adapt Your Amazon DSP
Strategy Right Now
Reach Your Audience On & Off Amazon

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● Resources available as handouts
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Today’s Logistics
Persephanie Arellano
Webinar Coordinator

3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition

4. 4
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5. Today’s Speaker
Tony Heuer
Senior Specialist,
Programmatic

6. 6
1. What is Amazon DSP?
2. Audience Building With Amazon DSP (Bottom Funnel Approaches)
3. Where Can I Begin?
4. Pre Existing Audiences (Mid & Upper-Funnel Approach)
5. Live Q&A
Agenda

7. Poll Question
(example)
Where are you investing in most, in terms of channels?
● Marketplaces
● Your Own Website
● Wholesale
● Brick and Mortar Retail

8. What is Amazon DSP?

9. Why is Amazon DSP so Powerful?
Source: https://advertising.amazon.com/amazon-display-advertising
Millions of shoppers use Amazon as a stop in their journey to discover products
monthly visitors
in the US
Build your brand on and
off of Amazon
Leverage millions of
Amazon shoppers’
behaviors
182
Million
Drive
Awareness
First Party
Data

10. What is Amazon DSP?
● Amazon Demand-Side Platform
● Available within Amazon Advertising Services
● Enables advertisers to programmatically buy display & video ad placements
● Reach, educate, and re-engage customers on and off Amazon
Customize Your Ad
Select from a variety of
formats
Promote Your Way
Can lead customer to your
Amazon product page,
Store, or even an external
website
Reach the Right
Audience
Use Amazon shopping
insights to reach relevant
audiences

11. ● Available to:
○ Brands who sell products on Amazon (1P and 3P)
○ Those who do not (i.e. insurance)
● Management options:
○ Amazon managed
○ ESS managed
● Best for:
○ Advertisers who want to programmatically buy display & video ads at scale
○ Brands that want to expand their customer reach beyond Advertising Console capabilities
○ Brands that cannot sell their product through Amazon but want to leverage Amazon Audiences
Who Can Use DSP?

12. Amazon DSP Consumer Journey & KPIs
Awareness
Consideratio
n
Purchase intent
Purchase
experience
Purchase
Awareness
Consideration
Purchase intent
Loyalty
Purchase
Impressions
(eCPM)
Click-Throughs
(eCTR)
ROAS
(eCPP)
DSP: In-Market & Lifestyle
DSP: Retargeting

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Amazon DSP
The cutting-edge display platform that works to grow your brand, both on and off the Amazon Marketplace.
The consumer purchase journey is not linear. As users move between different stages of the purchase funnel, Amazon DSP is the cross-site
solution to targeting.
Searches for
Product
Reads detail page
and reviews
Compares
Brands
Adds to Cart or List
Purchase in store
Writes a
review
Tells a
friend
Subscribe & Save
Considers or
Purchases brand
again
Customer
sees ad
Consideration
Purchase
Advocacy
LoyaltyAwareness

14. Audience Building With Amazon DSP
(Bottom Funnel Approaches)

15. Retargeting For Top Products
Tinuiti’s Amazon DSP Strategy
Starting at the Bottom of the Funnel
ROAS
(eCPP)
Retargeting segments
Amazon shoppers that have viewed but not
purchased your products
● ASIN Retargeting
● Pixel Retargeting
● Bottom Funnel Conversion
Consideratio
n
Purchase intent
Purchase
experience
Consideration
Purchase intent
Loyalty
AwarenessAwareness
Purchase

16. ● Repeat Purchasers - Target customers who have purchased your
products in the past but not recently
● Product Remarketing – Retarget shoppers who viewed your promoted
products but didn’t convert.
● Pixel Based – Shoppers who visit your brand’s site.
● Similar Product Remarketing –Reach shoppers browsing products
similar to yours.
“Having the capability to retarget customers gives us the opportunity to
target past shoppers and stay top of mind as well as prospect in an
effort to gain new customers.”
Different Retargeting Options on Amazon DSP
Tinuiti’s Amazon DSP Strategy

17. Loyalty Targeting
Only 10%
of brand categories
are loyalty driven
Of those categories with
low loyalty, 87% of
consumers exhibited
strong tendency to shop
around, with 58%
switching brands
● No longer assume that once a customer, always a customer
● Greater choice and access to products are changing how
customers shop
● Today’s shop-around environment means it’s easier to lose
customers faster than you add new ones
17
Tinuiti’s Amazon DSP Strategy
Customers Need to Be Nurtured & Retained

18. Retargeting to Scale
Tinuiti’s Amazon DSP Strategy
ASIN(S)
Product Views
Amazon Remarketing
Audiences
Loyalty
Product Purchasers
Advertiser Audiences Negative Targeting
● Purchaser segment
● SnS segment
● Advertiser audiences
purchaser segment
CRM
Brand Lookalike
Audience
Custom Creative
SnSS
365
Days
90
Days
60
Days
30
Days

19. How to Use Amazon DSP Audience Builder to Target
Competitors
● Find your competitor ASINs
● Target well-known brands in the category
● Target complementary products
● Consider negating competitor purchases
● Target ASINs with low star ratings
Tinuiti’s Amazon DSP Strategy

20. ● Find your competitor ASINs
○ Use Brand Insights in Seller Central
○ Search term reports and ASINs from your
PAT ads
○ Market Basket Analysis or Alternative
Purchase Reports in Vendor Central
● Target well-known brands in the category
○ Identify your brand’s competitors
○ Build audiences off of those competitor
audiences
○ Target them directly
● Consider negating competitor purchases
○ Avoid wasting impressions on people who
have already bought a product that they were
searching for.
Targeting Your Competitors With Audience Builder
Tinuiti’s Amazon DSP Strategy

21. Where Can I Begin?

22. 22
Always ON-Method
Tinuiti’s Amazon DSP Strategy
Top Seller
Identify top performing
category of products.
Analyze & Optimize
Select other products
that are in your catalog.
Goal Specific
Ask yourself, is this
performing well and
meeting the target
metrics you set?

23. Seasonality
● Pulse more budget into targeting tactics
based on time of year and high seasons
Create Events
● Create events throughout the year to
engage the consumer through creative
messaging. (Ex: Prime Day, Back to school,
Father’s Day)
Seasonality & Event Based
Tinuiti’s Amazon DSP Strategy

24. Pre Existing Audiences
(Mid & Upper-Funnel Approach)

25. Mid & Upper-Funnel Strategy
Tinuiti’s Amazon DSP Strategy
Leverage Amazon’s First Party Data
Consideratio
n
Purchase intent
Purchase
experience
Consideration
Purchase intent
Loyalty
AwarenessAwareness
Purchase
Click-Throughs
(eCTR)
Lifestyle segments
Reflects broad interest groups
such as
● “Recent Movers”
● “Home Owners”
● Upper Funnel Awareness
In-market segments
Customers searching or browsing
for certain kinds of products
● “Bedding”
● “Comforters”
● Mid-funnel Consideration
Impressions
(eCPM)

26. Pre Existing Audience: In-Market & Lifestyle Segments
All Purpose Cleaners
Similar Category
Household cleaning
cloths and wipes
Category
ASIN(S)
Negative Targeting
● Brand Purchasers & Viewers
Tinuiti’s Amazon DSP Strategy
● In-Market segments consists of recent
browsers and shoppers of specific
products and product categories on
Amazon
● Lifestyle segments reflect broad interest
groups (such as homeowners)

27. Overlap Reports
● Can be viewed as “segment harvesting”
● Using Amazon’s data to grow target audience
● Score > 5 = Good
Tinuiti’s Amazon DSP Strategy

28. ● Targeting products that have
contextual relevant content on their
detail page that’s relevant to your
detail page.
● Placements
○ Amazon.com Detail Pages
○ Product Targeting Ads &
Sponsored Display placement
Contextual Targeting
Tinuiti’s Amazon DSP Strategy

29. Key Takeaways
Build out a full funnel strategy that is right for your brand
Identify the best way to capture new customers with
Consideration and Awareness targeting
Always-on strategy for top ASIN’s - Never stop re-engaging
consumers who have engaged with your products
Set your goal, identify your audience and placements,
execution of campaign build-out, analyze and optimize.

30. Schedule Your 1:1
Strategy Evaluation

31. Live Q&A
Tony Heuer
Senior Specialist,
Programmatic

32. Upcoming Webinars
tinuiti.com/content/
32

33. 33
COVID-19 Updates by Channel
Tips for Marketers to Implement Now
Coronavirus (COVID-19): The Resource Hub for Marketers
The latest news and cutting edge strategies for marketers to apply today
https://bit.ly/COVID19tinuiti

34. THANK YOU!