1.
Intro To Amazon Advertising
Enrico Mirabelli

2.
There’s a lot to do before you start advertising..
2
Owned Media
Tiles
A+ Content
Brand Store
PAID MEDIA
Banners
Search
OOH
OTT/Video
EARNED MEDIA
Reviews
Better Organic
Badges “Choice”
MERCHANDISING
Product Selection
Pricing/promo strategy
Product Optimization
Start Here

3.
Drop preconceived notions of Sponsored Ads (AMS) vs
Amazon DSP (AAP)
3
Sponsored Ads Amazon DSP
• Video Capabilities
• On-site + off-site
• High Impression
low CTR
• Retargeting

4.
Start with a goal, and take a look at everything Amazon can
offer to achieve that
4
DSP plays in a
larger part of
the funnel with
different
targeting and
ad types
Sponsored Ads
more effectively
captures hand
raisers

5.
Pull these four levers to shift DSP activity to your goals
5
Placement Audience Assets Messaging
-On-site or Off-site
-Site location
-Demo/Lifestyle
-Look-a-like
-In-Market
-Retargeting
-Video
-Banners
-DEA
-Portfolio vs spearfishing
-Offer
-Positioning
-Buy Now

6.
6
Getting more sophisticated with measurement
-Offline Sales (DSP)
-Omnichannel, true ROI, CPG
-Brand lift studies (DSP)
-Anyone, minimums are coming down
-New To Brand
-Can be a powerful gauge to incrementality
-% Of Media Attributed Sales
-Profitability, velocity