Amazon Advertising is a powerful way for businesses to reach their target audiences. Through its Sponsored Display Ads and Amazon DSP (Demand Side Platform), Amazon offers businesses the opportunity to reach their target audience with specific and targeted messages.
By leveraging the power of Amazon Advertising, brands can access a massive range of potential customers and deliver personalized messages for higher ROI.
But what’s the difference between these two ad formats? Let’s explore the differences between Sponsored Display Ads and Amazon DSP in more detail.
When deciding between sponsored display ads and Amazon DSP, it’s important to consider the various attributes contributing to a successful campaign. From targeting and targeting accuracy to the kinds of audiences that can be reached, the differences between these advertising channels can dramatically affect setting up and running campaigns.
Display Attributes:
The most crucial attribute to consider when deciding between sponsored display ads and Amazon DSP is displaying.
Sponsored display ads allow users to view highly-targeted content through various visual formats, such as banner ads, video ads, and more.
Sponsored Display Ads appear on
- The Amazon home page
- Product detail pages
- Search results
- Third-Party websites and apps
Amazon DSP provides a similar range of display formats but with the added benefit of a more precise targeting capability, including demographic audience targeting, interest targeting, contextually targeted digital video placements and more.
In addition, it provides advanced metrics such as view-through rate, click-through rate, and engagement rate.
For example, Amazon DSP allows advertisers to target users based on product purchases or shopping behavior. This type of precise targeting allows for incredibly targeted messages and improved ROI. On the other hand, sponsored display ads cannot provide the same targeting options, but they can still be effective when targeting a specific segment or group of consumers.
Targeting:
When looking for the best marketing performance, targeting is essential. You want to ensure your ads reach the right people — those who are most likely interested in what you’re selling. Regarding targeting, sponsored display ads and Amazon DSP have different benefits and drawbacks.
The sponsored display can reach a wide range of customers through publisher partnerships, while Amazon DSP offers a more precise targeting solution via product interests.
For instance, with Amazon DSP, you can target a specific demographic — such as 27+ year-olds — and tailor your message to that audience, which increases the likelihood of conversion.
Audience:
Sponsored Display Ads are limited to Amazon’s shoppers, while Amazon DSP gives you access to over 500+ billion impressions across millions of websites and apps. This creates more opportunities to reach a wider audience and develop more successful campaigns.
The end result depends on the product or service you’re promoting and the customer you’re trying to reach. Overall, both Sponsored Display Ads and Amazon DSP have their benefits and drawbacks depending on the type of campaign. Knowing the differences between the two before getting started will ensure that your ad campaign has the best chance of success. With Amazon Advertising, brands can take advantage of both channels and improve ROI by leveraging the powerful targeting capabilities of Amazon DSP alongside the reach of sponsored display ads.
Both Sponsored Display Ads and Amazon DSP are potent tools in the Amazon Advertising suite and can help your business reach a wider audience and improve results. When it comes down to it, businesses must look at the needs of their particular brand or business to determine which option is best for them. With its powerful targeting options and dynamic, audience-focused campaigns, Amazon DSP is especially great for businesses looking to reach a wider audience.
Take away
For professional advertisers looking for a comprehensive advertising solution, Amazon DSP is the go-to option for scaling campaigns. However, for those advertisers that are seeking to drive product sales on the Amazon platform, Sponsored Display Ads are the most suitable option. Both solutions offer different placement opportunities and targeting capabilities that can be leveraged to obtain maximum efficiency.
No matter which option you choose for your business, Amazon Advertising’s experts can assist you in getting the most out of your campaign and achieving the desired results. Leverage their expertise to select the best placements, targeting opportunities, and creative assets that will lead you to success.
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