10 Features Found on Amazon DSP and not Sponsored Ads


Amazon DSP and Sponsored Ads are both integral parts of Amazon’s advertising capabilities, but without a doubt there are some areas where Amazon DSP is miles ahead.  Here are a few features where Amazon DSP is miles ahead…

1. Overlap reports 

Overlap reports are the ideal way to find out what audiences you should be including within your Amazon Advertising activities. 

The reports are also a handy way to extend your campaign reach with overlapping audiences, as well as providing a useful tool for anyone who needs to give their messaging greater resonance. 

Reports can be created after an audience has been established and approved. One of the most important aspects of these reports is the ability to see which categories audiences generally spend time within. The best metric to look for is the Affinity score, which measures audience overlap and the similarities between this overlapping audience and the audience which was already chosen when creating the report. 

Affinity of 2 is suggestive that the audience will be 50% more likely to share preferences with the original audience selected. For Affinity levels of 7 and more, we recommend targeting using Lifestyle or In-Market categories so adverts can appeal to a larger catchment. These reports are immensely helpful for gaining access to unexpected data. 

2. Strong remarketing 

Remarketing/retargeting ads are a particularly important part of the Amazon DSP. Using this part of Amazon Advertising, you’ll possess a greater ability to regain the interest of prospects who have interacted with your products, yet not made a purchase. 

This is a fantastic means of boosting your conversion rates and is also sure to help you develop stronger bonds with prospective customers. 

3. Advertise away from Amazon 

Not all your advertising activities need to be centred around Amazon itself. Through the Amazon DSP, you’ll be able to promote your items on a variety of trusted affiliated websites, each of which gives you a much better chance of catching your target audience. 

Whether you want to scale your exposure on the web or simply branch out from Amazon, this is a great way to achieve your goals – and it is distinctive only to Amazon DSP. 

4. Video advertising 

Video advertising is a growing concern for advertisers, and via the Amazon DSP, you will have much more control over where your ads go! You can advertise using video content not only on Amazon itself but on IMDb and a range of other trusted websites, alongside Prime video streaming. 

As with so many other aspects of the Amazon DSP, this depth of advertising allows you to make better decisions for the direction of your campaigns. Key sources where you are able to use video advertising include not only Amazon exclusives such as IMDb and Amazon Publisher Services, but also a range of exchanges, which are likely to differ depending on your chosen market and whether you are creating a campaign on desktop or mobile.

5. Amazon DSP Reporting Centre 

Close up view of a laptop with reports and charts on the screen

This aspect of Amazon DSP also helps to set it apart. The reporting centre via the Amazon DSP platform is incredibly comprehensive, and in any comparison with Amazon Sponsored Ads the latter is sure to fall far behind. 

The feature provides users with an in-depth insight on all the areas which truly matter – add to carts, sales, engagement sales made through new to brand, brand store engagement and of course, traffic. 

6. Target by postcode or location 

This feature will allow you to only display your adverts in selected areas, whether that is a postcode or a city. Using such precisely focused targeting is a great way to ensure your adverts match each target audience with greater clarity than is possible via Amazon Sponsored Ads. 

You will only be able to segment your adverts via the IP address of the device which is being used, but you can also use these exclusionary tactics to your benefit when delivering adverts. All you need to do is set areas which you do not want your ads to appear within, to ensure you achieve the results you need when and where you want them. 

7. Segment your campaigns 

During the process of creating your line items, you will need to make them either desktop or mobile-oriented. This new level of control is always preferable when you’re trying to develop stronger campaigns, as it also provides much greater clarity and information about the activities undertaken. 

A key benefit to this in-depth segmentation is the ability to control where ads appear. 

8. Scheduling adverts for set times

Old style alarm clock on a modern office desk

As well as all the other great capabilities of the Amazon DSP, users are also able to schedule their adverts to appear at set times of the day or week. This is a particular area of note for those accustomed to Amazon Sponsored Ads, where capabilities are significantly more threadbare all around. Now, the ability to schedule the exact time of day and days when you want your ads to appear gives greater levels of control. 

The feature will probably be rolled out to Amazon Sponsored Ads in time, but at present, you can make the most of the relative exclusivity. It will also allow users to boost activities during those times when adverts are more frequent. 

9. Targeting by prior purchase behaviour 

If a buyer has already bought a product which is in some way similar to the item you are selling, through Amazon DSP you will have the ability to choose them as a target for your advertising. Interestingly, for this form of advertising, there is no need for you to be in any way connected to the brand which is selling a similar product. 

A powerful targeting capability will give you the ability allows you to forge ahead with more focused and comprehensive advertising activities. The targeting is particularly powerful when you are intent on reaching new audiences. 

10. Greater data leverage 

With access to information on millions of shopping transactions, using Amazon DSP is the ideal way to use this data to target Amazon customers, with your targeting based on their prior behaviour and their purchase intent. 

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