Introduction:
In today’s market, sellers always want buyers to know more about their brand and products and this is very important to make a business successful on Amazon. Most online sellers are seeking buyers that have the potential to purchase their products as their requirements. This is the era of online business, so it has become a need of time also. Sellers usually use high-quality advertisement videos or images to make the public know about their brand, and they spend a lot on the advertisement for their products.
In this article, we will explore the Amazon Demand Side Platform (DSP), how it works, ad targeting options, types of ads used in it, and its worth.
Amazon Demand Side Platform:
Amazon DSP (Demand Side Platform) is the program in which advertisers are allowed to buy the ads, and videos programmatically. The programmatic advertisement is the system which decides that which digital ad to buy and how much to pay for it.
Advertisers are day by day increasingly using the Amazon DSP program because it allows them to be capable of showing ads that are operated by Amazon itself and that are not operated by Amazon.
How Demand-side platform works?
The demand-side platform is free of all the social networks. They allow a seller to advertise his products from a wide range of networks from a single platform. The seller can advertise, purchase, and manage the work from so many networks through the demand-side platform.
While using programmatic advertising, the demand-side platform provides the advertisers all the useful information, or data to buy the ads from its publisher. They may not be able to purchase the ads directly from the publishers, but they can communicate via the supple side by exchanging ads.
On the supply side, there is permission for publishers to list their entire inventory on the ad exchange, they may communicate through DSP for the details of impressions. If that impression is from any marketing manager, then it would be better than every other impression and visitor that has visited your advertisement. In the case told, the value of the ad becomes higher and the bid rating would be higher too. It all depends upon the budget and the valuable impressions for your bids.
Amazon Demand-side platform and ad targeting:
Amazon demand-side platforms’ main benefit is that it can use Amazon data for the targeting of ads on it. Here we will discuss the targeting options that Amazon provides,
1. Behavioral:
The behavioral targeting includes the data of a visitor’s history of browsing regarding your category over the past years.
2. Lifestyle:
This targeting refers to the people who buy from a certain category, or they have an interest in a certain field of products.
3. Contextual:
It is related to the ads that are relevant to the searches of a visitor.
4. Remarketing:
Remarketing is the target by which the buyer is recognized by his past purchase from your brand. It helps to re-engage the customers.
5. Look-Alike:
This type of targeting option is for those buyers who are looking like the buyers, and visitors that have visited your ad before. But might be they are not the same as previous ones.
6. Advertisers:
This type of targeting is useful for advertisers that they can recognize their audience through it. They can also have information about the data of the brand.
By using all these targeting options provided by Amazon, a seller can easily access the true fans of their products and enhance their sale.
Amazon demand-side platform ad types:
Now we are well aware of the targeting options to target the advertisers for the brand, here we will also discuss the types of ads which are used and available for the demand-side platform,
- E-commerce ads:
Amazon’s e-learning is getting fame day by day. It allows the buyers to take interest in your brand and products. This type of ad automatically creates shows that are useful for the advertisement for your products and you can achieve high objectives from it. These are linked to the page where the product’s details are stated. This ad type could work if the buyer is interested in the product description and reviews before buying.
- Static ads:
Static ads are not like dynamic ads. They need a computer command to get in the action. For example, if a buyer clicks on “Shop now”, only then these types of ads would start to get active. These ads also help to develop and grow awareness about the brand.
- Video ads:
An advertiser can effectively tell about the brand through a short video. A video is a great and helpful way to grasp the attention of the customer and explain the details about the product you are selling; through the videos, a buyer would get complete, and comprehensive data about your brand. The video ads created through DSP can be played through specific video content. These ads are used for the targeting of specific customers on Amazon.
- Top position Video ads:
Some ads are displayed in the video form at the top of the screen. It helps display your product on various screens and attracting traffic to view it. However, these ads cannot be clicked. They are automatically activated and run by themselves. Users and viewers cannot skin them on their own.
Conclusion:
The Amazon demand-side platform acts as a next step for the sellers. It may not be helpful for the newcomers but, if a seller is using Amazon for a long time then this Amazon demand-side platform is very worthy for them. By using this platform they can enhance their sales and can advertise their brand like never before. It will be the next step towards success for them. You can also use the self-service option if you are not sure whether to use it or not. This service would be useful to see if programmatic ads can help you or not. Amazon DSP is valuable for the brands that are looking for the audience not finding the relevant products. Through this platform, true customers can be searched by the sellers for their brand by advertising.