Better Advertising with BTR Media

Reaching Your Ideal Audience with Amazon DSP

May 22, 2024

Justin Nuckols, an audience targeting expert, and Adam Mellott, a specialist in Amazon's advertising strategies, share invaluable insights into Amazon's Demand-Side Platform (DSP). They discuss the critical difference between awareness and remarketing strategies, emphasizing the power of first- and third-party data. Listeners will learn how to craft custom audiences driven by specific behaviors and the significance of effective audience layering. They also explore the impact of the Amazon Marketing Cloud on measuring campaign success and setting realistic ROI expectations.

26:28

Episode guests

Adam Mellott

Justin Nuckols

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Differentiating between awareness and remarketing strategies is crucial for optimizing buyer intent throughout the advertising funnel.

Leveraging both first-party and third-party data with custom audience capabilities enhances targeting precision for more effective advertising campaigns.

Deep dives

Understanding Audience Capabilities in DSP

The podcast emphasizes the various audience capabilities within Demand-Side Platforms (DSP), breaking them down into first-party and third-party audiences. First-party audiences include behavioral, demographic, and lifecycle categories sourced directly from platforms like Amazon, which provide valuable data on shopping habits and customer profiles. Third-party audiences, supplied by data providers such as Experian and Oracle, offer additional targeting options based on external consumer data. The ability to create custom audiences, such as individuals who have viewed specific products within a set timeframe, greatly enhances targeting precision, making the advertisement strategy more effective.

Intro

2min

Mastering Audience Targeting with Amazon DSP

13min

Unlocking the Power of Third-Party Audiences in Amazon DSP

5min

Harnessing Audience Insights for Effective Targeting Strategies

2min

Mastering Amazon DSP Strategies

5min

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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