This document provides an overview of using a demand-side platform (DSP) to accurately target consumers at scale. It discusses: - How the consumer journey has fragmented across channels and DSP allows multi-channel targeting with access to consumer data. - Common marketing goals that can be achieved through DSP like awareness, engagement and conversion. - A three-step approach including retargeting audiences, prospecting for consideration, and mass reach for awareness. - Examples of audience targeting like lifestyle, in-market interests, and contextual categories. - Measurement metrics like delivery, sales, and return on ad spend that can evaluate campaign performance.

1. > ACCURATELY TARGETING
YOUR CONSUMER EN
MASSE USING DSP
AMAFEST UK- OCT 2020

2. • Amazon specialist agency covering all
content and marketing as a turnkey
solution for clients
• 8 years’ international experience of
amazon working in the USA, EU, China,
Mexico, Japan and India
• 15 years’ experience in consumer retail
marketing for B&Q, Orla Kiely, Starbucks
Camelot, the North Face and Pilgrims
Choice
• Amazon Advertising Partner Agency,
Linnworks Partner Agency & Alexa
Accredited Developers
Experienced Specialist
Agency

3. Providing clear strategic value, with market leading retail insight and smart
technology solutions to amplify sales
Market
Insight
Technology Analysis
Amplify
Sales

4. Contents
PART 1 - what happens next?
Introduction to Basecamp
Your team & key contact information
Information we need from you
Before we get started -
Why DSP?
• Does the marketing funnel work
anymore?
• Fragmented consumer journey across
‘omni-channel’
• Access to billions of consumer
interactions and machine learning
• Multi-channel targeting across OTT,
amazon.com, mobile and now… voice!
• Amazon Sponsored products are at
the point of buying intent or browsing
• Sponsored Display (views) bridge for
retargeting

5. Why DSP?
ToF
MoF
BoF
BrandAwareness
Engagement
Conversion
41m monthly
Unique users:
UK
100m+ Prime
users globally
#1 Harris Poll
reputation for
trust
Unique and trusted
data on billions of
transactions
Deliver and measure comms
and conversions across the
sales funnel
Broad digital canvas that
covers multiple platforms and
publishers at scale

6. Marketing Goals
ToF
MoF
BoF
BrandAwareness
Consideration&Engagement
Conversion
• Encourage research
• Competitive edge in saturated markets
• Engagement (Add to wish list, read reviews)
• Launch a new product to market
• Reach new audiences
• Brand awareness & exposure
• Drive branded search for better
converting clicks for Amazon
Advertising
• Lower Amazon Advertising
CPC
• Drive sales conversion & Loyalty (Subscribe and save)

8. OTT

9. VOICE

10. Reach Amazon audiences with DSP
ToF
MoF
BoF
BrandAwareness
Consideration&Engagement
Conversion
Lifestyle- Based on observed shopping
behaviour e.g: Outdoors enthusiast and home
owner
Demographics- gender, income
Amazon DSP Drives Branded Search > Sponsored Ads
Retargeting and SnS
In-market- e.g Pet Owners, browsing dog health
supplies
Contextual - shoppers who have viewed specific
products

11. Audience Insights report
Get to know your consumer on a deeper level by integrating
your own data with Amazon to identify valuable audiences,
drive relevance and performance prior to running campaign
Get to know your
Analyse and
Compare:
Discover Amazon in-
market, Lifestyle &
Demographics that
are similar to your
owned audience
Amazon
Audiences:
Select audiences
with relevant
composition to
target your ideal
customer
Advertiser
Audiences:
Transfer your
existing audiences
to Amazon & target
them with DSP or
build look-a-like
audiences.

12. Step 1:
RETARGETING AND
UNDERSTANDING YOUR
AUDIENCE

13. Retargeting for Conversion
BoF
Conversion
• Re-marketing is powerful for targeting lapsed
consumers of your and competitors’ brands
• Build loyalty and repeat consumers of your
products. This is powerful for e.g FMCG, Pet
Supplies and Health & Beauty brands
• Use alongside Amazon Advertising (formerly
AMS) to capture brand awareness
• Understanding your best converting
audiences from first party data before ramping
up awareness campaigns
Typically 17x
higher return on
spend when
targeting
audience who
have researched
a brand

14. Step 2:
PROSPECTING BY
DRIVING
CONSIDERATION AND
ENGAGEMENT

15. Targeting across the purchase journey
Generate New Demand Convert Existing Demand
Awareness Engage or retargetConsideration Convert or loyalty

16. Lifestyle
‘Early Parents’
‘Active lifestyle’
’35-45 Men or
Women’
In-Market
‘Travel
Accessories’
‘Pre
pregnancy
health and
beauty’
Retargeting
30 day Product
Searchers,
‘Nausea Relief
products’ ASINs
P-365Day
Product
Purchasers,
excluding P-30D
Contextual
90 Day Similar
ASIN viewers
(based on
priority 3 ASINS)
Specific ASIN
audiences of
competitor
ASINs*

17. Awareness = Branded Search
= Cheaper Clicks
Change in branded search
% increase in keyword
searches of advertised
brand or product
Change in earned media %
increase in impressions for
branded products during the
campaign period
+85-105%+127-155%

18. Step 3:
MASS REACH
-BOOSTING BRAND
AWARENESS AND
BRANDED SEARCH

19. From Awareness to Loyalty

20. Target Amazon customers across multiple
publishers across 3rd party exchanges

21. You can reach audiences on:
• Target a vast array of sites and apps
• Ensure publisher safety with black and
white list of websites
• Trusted Amazon Publisher services
available for 100% visibility of inventory
• Reduced fraud and intermediary fees
using DSP vs 3rd party exchanges

22. Advertising Inventory
Desktop and
Mobile display
ads
E.g Shown on
’3rd party sites
and mobile
apps
E-Commerce
‘native’ ads
Amazon Mobile
Shopping App,
Mobile Web,
Desktop Web)
Mobile
interstitial ads
E.g Appear on
Kindle lock
screens
E-Commerce
‘native’ ads
Amazon Mobile
Shopping App,
Mobile Web,
Desktop Web)

23. Sample Dynamic E-Commerce Ads

24. Measurement
- Delivery Metric: Did your advertising
increase awareness and DPV?
- Amazon E-commerce Metric
- Did your purchase experience impact
results? (Page vs competitors, reviews,
stock)
- How many NTB (New to Brand)
customers were generated
- Sales: Did your advertising result in
sales - ROAS?
- Did your activity drive SNS subscribe
and save?
1. Awareness : CTR / NTB
2. Consideration: ROAS / NTB
3. POS Sales : ROAS / SNS

25. High Performance
Low Delivery
• Increase bids
• Increase supply & Formats
• Relax View-ability Options
• Increase Frequency Caps
High Performance
High Delivery
• Maintain bids
• Move budget from
underperforming items
Low Performance
Low Delivery
• Reduce Budget and move to
high performing
• Review secondary metrics if met
• Consider pausing
Low Performance
High Delivery
• Decrease bids / or frequency
caps
• Review secondary metrics if met
• Tighten View-ability options
• Budget to best performing lines
Performance
Delivery

26. Email audience
upload 2
5
6
4
Ensure Pixel set up
on your website
3
Integrate 1st
party data
7
1
Activate and target
best performing
prospect audiences
Next Steps for DSP
Measure
performance
using DSP
analytics on a
weekly basis
Test and learn for
‘always on
retargeting strategy
Forecast target in
market, lifestyle and
contextual
audiences before
commencement
SET KPIs for funnel
stages
Analyse and
compare in-market
and lifestyle
audiences that
exhibit similar
shopping patterns
to your own
audience
DMP audience
segments
Agree target
competitor ASINs
Gain in-depth
consumer data
for possible 2nd
phase of mass
targeting

27. Thank you for joining me!
Any questions?
Matt Anderson - www.marketplaceamp.com
matt@marketplaceamp.com