SlideShare a Scribd company logo
Intro To Amazon Advertising
Enrico Mirabelli
There’s a lot to do before you start advertising..
2
Owned Media
Tiles
A+ Content
Brand Store
PAID MEDIA
Banners
Search
OOH
OTT/Video
EARNED MEDIA
Reviews
Better Organic
Badges “Choice”
MERCHANDISING
Product Selection
Pricing/promo strategy
Product Optimization
Start Here
Drop preconceived notions of Sponsored Ads (AMS) vs
Amazon DSP (AAP)
3
Sponsored Ads Amazon DSP
• Video Capabilities
• On-site + off-site
• High Impression
low CTR
• Retargeting
Start with a goal, and take a look at everything Amazon can
offer to achieve that
4
DSP plays in a
larger part of
the funnel with
different
targeting and
ad types
Sponsored Ads
more effectively
captures hand
raisers
Pull these four levers to shift DSP activity to your goals
5
Placement Audience Assets Messaging
-On-site or Off-site
-Site location
-Demo/Lifestyle
-Look-a-like
-In-Market
-Retargeting
-Video
-Banners
-DEA
-Portfolio vs spearfishing
-Offer
-Positioning
-Buy Now
6
Getting more sophisticated with measurement
-Offline Sales (DSP)
-Omnichannel, true ROI, CPG
-Brand lift studies (DSP)
-Anyone, minimums are coming down
-New To Brand
-Can be a powerful gauge to incrementality
-% Of Media Attributed Sales
-Profitability, velocity

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Amazon Strategies January 2019 | iCrossing

  • 1. Intro To Amazon Advertising Enrico Mirabelli
  • 2. There’s a lot to do before you start advertising.. 2 Owned Media Tiles A+ Content Brand Store PAID MEDIA Banners Search OOH OTT/Video EARNED MEDIA Reviews Better Organic Badges “Choice” MERCHANDISING Product Selection Pricing/promo strategy Product Optimization Start Here
  • 3. Drop preconceived notions of Sponsored Ads (AMS) vs Amazon DSP (AAP) 3 Sponsored Ads Amazon DSP • Video Capabilities • On-site + off-site • High Impression low CTR • Retargeting
  • 4. Start with a goal, and take a look at everything Amazon can offer to achieve that 4 DSP plays in a larger part of the funnel with different targeting and ad types Sponsored Ads more effectively captures hand raisers
  • 5. Pull these four levers to shift DSP activity to your goals 5 Placement Audience Assets Messaging -On-site or Off-site -Site location -Demo/Lifestyle -Look-a-like -In-Market -Retargeting -Video -Banners -DEA -Portfolio vs spearfishing -Offer -Positioning -Buy Now
  • 6. 6 Getting more sophisticated with measurement -Offline Sales (DSP) -Omnichannel, true ROI, CPG -Brand lift studies (DSP) -Anyone, minimums are coming down -New To Brand -Can be a powerful gauge to incrementality -% Of Media Attributed Sales -Profitability, velocity