In this webinar, our Amazon expert discusses how to take advantage of new Amazon DSP features - and ensure that they fit into a larger, full funnel marketing strategy

1. Uplevel your
Amazon DSP
Strategy with
New Placements
& Features

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by end of week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
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Join our poll questions
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3. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 800+
3
*AdAge Best Places to Work 2019-2021

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speaker
JOSEPH ELMQUIST
Specialist, Marketplaces

6. Agenda
● What is DSP?
● OTT Capabilities
● Twitch
● 3P Audiences
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7. How much do you know
about Amazon DSP?
● Very little
● I am a newbie
● I know a decent amount
● I am an expert
POLL

8. What Is DSP?
What is it?
● Amazon’s demand side platform that allows you to
programmatically reach audiences both on Amazon
sites and apps as well as through their publishing
partners and third-party exchanges.
What is Programmatic Display Advertising?
● Programmatic advertising helps automate the
decision-making process of media buying by
targeting specific audiences and demographics.
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9. 9
Search Advertising (PPC)
● Cost-per-click model (CPC)
● Self-service product ads on Amazon & across app
● Promote products as shoppers actively search by keyword
or brand
● Ensure discoverability of brand and products against key
search terms in a category
Search vs. Display Advertising
Display Advertising
● Cost-per-thousand impressions model (CPM)
● Behaviorally targeted banners served on & off Amazon,
Amazon-Owned and -Operated sites, and across
screens
● Reach shoppers who’ve shown recent intent to buy your
products but may not be actively searching (passive)
● Fuel awareness & consideration to drive search

10. The Full Amazon Advertising Funnel
Consideratio
n
Purchase intent
Purchase
Purch Intent
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DSP: In-Market & Lifestyle
DSP: Retargeting
Ad Console:
Sponsored Brands
Ad Console: Product
Display Ads and
Sponsored Products
Awareness
Consideratio
n
Purchase intent
Purchase
experience
Purchase
Awareness
Consideration
Purchase intent
Purchase
Loyalty

11. DSP Consumer Journey
Awareness
Consideratio
n
Purchase intent
Purchase
experience
Purchase
Awareness
Consideration
Purchase intent
Purchase
Loyalty
• In-Market Segments
• 3P Audiences
• OTT Retargeting
• View Retargeting
• Past Purchasers
• Lapsed Purchasers
• Pixel Retargeting
Impressions
(eCPM)
Click-Throughs
(eCTR)
ROAS
(eCPP)
11
• OTT
• Twitch
• Lifestyle Segments
• Broad 3P Audiences

12. Today's Topics
Awareness
Consideratio
n
Purchase intent
Purchase
experience
Purchase
Awareness
Consideration
Purchase intent
Purchase
Loyalty
• In-Market Segments
• 3P Audiences
• OTT Retargeting
• View Retargeting
• Past Purchasers
• Lapsed Purchasers
• Pixel Retargeting
Impressions
(eCPM)
Click-Throughs
(eCTR)
ROAS
(eCPP)
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• OTT
• Twitch
• Lifestyle Segments
• Broad 3P Audiences

13. OTT Capabilities
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14. Amazon OTT
What is it?
OTT stands for “over-the-top,” the term used for the
delivery of film and TV content via the internet,
without requiring users to subscribe to a traditional
cable or satellite pay-TV service like a Comcast or
Time Warner Cable.
What is new?
● OTT Studio
● OTT Audience Guaranteed
● OTT Retargeting
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15. DSP Consumer Journey
Awareness
Consideratio
n
Purchase intent
Purchase
experience
Purchase
Awareness
Consideration
Purchase intent
Purchase
Loyalty
• In-Market Segments
• 3P Audiences
• OTT Retargeting
• View Retargeting
• Past Purchasers
• Lapsed Purchasers
• Pixel Retargeting
Impressions
(eCPM)
Click-Throughs
(eCTR)
ROAS
(eCPP)
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• OTT
• Twitch
• Lifestyle Segments
• Broad 3P Audiences

16. What Is OTT Studio?
OTT Studio
Custom And Dynamic OTT Creative
● Allows the consumer to see the product and a
headline that can be brand or product focused
● Enables the brand to use custom imagery to tie
together the OTT creative
● Full customization of the outlying borders,
including multiple products, colors, Amazon or
custom logo, headline and more
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17. OTT Audience Guarantee and Retargeting
What is Audience Guarantee?
● Allows us to lock in OTT inventory at a fixed CPM
- Location
- Frequency
- Audience
- Device Type
- Daypart
● Tinuiti Guaranteed base CPM: $22
● Non-Guaranteed CPM: Upward of $28
OTT Retargeting
● Marketers can now retarget Amazon OTT
campaign viewers with all DSP ad types
● This allows for story consistency and driving
consumers that are in aisle down the purchase
journey
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18. Twitch
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19. Twitch
What is it?
Live content centred around viewers’ passions for
gaming, music and beyond. Twitch offers an
Immersive and interactive experience in which users
help shape the content that they consume
What is new?
● Twitch Audiences
● Twitch Premium Video
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20. DSP Consumer Journey
Awareness
Consideratio
n
Purchase intent
Purchase
experience
Purchase
Awareness
Consideration
Purchase intent
Purchase
Loyalty
• In-Market Segments
• 3P Audiences
• OTT Retargeting
• View Retargeting
• Past Purchasers
• Lapsed Purchasers
• Pixel Retargeting
Impressions
(eCPM)
Click-Throughs
(eCTR)
ROAS
(eCPP)
20
• OTT
• Twitch
• Lifestyle Segments
• Broad 3P Audiences

21. Twitch Audience
Twitch Audiences
● Build and engage with audiences that have
streamed content on Twitch based on
channels/genre/games.
● Twitch’s audience indexes highly against young,
affluent, ad-blocking cord-cutters that are
notoriously hard to reach through traditional
advertising channels
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22. Twitch Available Inventory
Twitch Inventory
● There are many options with Twitch inventory
from pre-roll video to full takeovers of Twitch
front page.
● You can reach Twitch viewers across live
entertainment with unskippable video creatives
on desktop, mobile, tablet, OTT, and consoles.
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Premium Video

23. Twitch Inventory
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Homepage Headliner
SureStream
First Impressions Takeover

24. 3P Audiences
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25. 3P audiences
What are they?
With the launch of Audience Data Store, advertisers
get access to thousands of third-party audiences
from dozens of branded data providers with a click of
a button in Amazon DSP.
What is new?
● Discovery and Planning
● Ease of access
● Quick Audience activation
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26. DSP Consumer Journey
Awareness
Consideratio
n
Purchase intent
Purchase
experience
Purchase
Awareness
Consideration
Purchase intent
Purchase
Loyalty
• In-Market Segments
• 3P Audiences
• OTT Retargeting
• View Retargeting
• Past Purchasers
• Lapsed Purchasers
• Pixel Retargeting
Impressions
(eCPM)
Click-Throughs
(eCTR)
ROAS
(eCPP)
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• OTT
• Twitch
• Lifestyle Segments
• Broad 3P Audiences

27. Discovery and Planning with 3P Audiences
What Do 3P Audiences Offer?
● 3P audiences are consumer segments that are
outside of Amazons ecosystem built on 3P data.
● Discovery and Planning:With this launch,
advertisers, now, have access to Amazon,
advertiser, and third-party audiences all in one
place
● Ease of access: Few advertisers have direct
contracts with data management platforms to
bring third-party audiences to ADSP. Now
advertisers have direct access without the outside
relationship.
● Audience activation latency: The old process to
transfer third-party audiences takes up to six
weeks taking valuable time away from campaign
activation. With this launch, advertisers can access
now third-party audiences in seconds
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28. So How Do I Activate?
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29. DSP Activation Process
Awareness
Consideratio
n
Purchase intent
Purchase
experience
Purchase
Awareness
Consideration
Purchase intent
Purchase
Loyalty
• OTT
• Twitch
• Lifestyle Segments
• Broad 3P Audiences
• In-Market Segments
• Focused 3P Audiences
• OTT Retargeting
• View Retargeting
• Past Purchasers
• Lapsed Purchasers
• Pixel Retargeting
Impressions
(eCPM)
Click-Throughs
(eCTR)
ROAS
(eCPP)
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30. Schedule Your
Consultation
with an Amazon
Expert

31. Q&A

32. The Future of
the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
tinuiti.com/privacy-forward

33. Thank you!