Amazon DSP Series - Episode Two: Here's an inside look with Justin Nuckols and Adam Mellott from BTR Media as we deep dive into Audience Targeting and the powerful capabilities within Amazon's Demand-Side Platform (DSP). On this episode, we chat on all the ways one can target audiences within Amazon DSP, working on optimizing one's advertising strategy. Learn the importance of awareness versus remarketing, the benefits of using first- and third-party data, and finally, how custom audiences have advanced to be able to target customers in ways that nobody else can.
A Few of the Topics Discussed:
- Be sure to differentiate clearly between strategies implemented respectively for awareness and remarketing, to optimize buyer intent throughout your funnel.
- Scope of types of audiences made available in Amazon DSP: 1st Party Data from Amazon and 3rd Party providers like Experian and MasterCard.
- You can take advantage of custom audience characteristics for really focused campaigns driven by specific behaviors: product views, purchases, and interaction with the brand's stores.
- The power of inclusivity and exclusivity in audience selection for efficient targeting without redundancy.
- Measurement of the effect of the DSP campaign through Amazon Marketing Cloud and setting practical expectations of ROI for decision-making.
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