Ecommerce operators need to stop treating Amazon DSP as an afterthought or merely a retargeting tool. This episode reveals how DSP has evolved into a powerhouse for full-funnel marketing, crucial for capturing market share beyond the competitive 5% of active shoppers. Leverage advanced DSP capabilities now to build lasting brand demand and achieve measurable incrementality.
Key takeaways
Shift budget allocation to recognize DSP as a vital upper and mid-funnel brand-building channel, not just a search ad supplement. Evaluate its impact against other brand media.
Implement a progressive DSP strategy: start with foundational retargeting, advance to brand awareness with tools like Amazon Marketing Cloud (AMC), and finally, utilize advanced features such as streaming TV and AMC lookalike audiences for sustained growth.
Measure DSP success beyond immediate ROAS by focusing on KPIs like new-to-brand customer acquisition, share of voice, branded search growth, and true incrementality to demonstrate long-term value.
Explore cutting-edge DSP functionalities like premium streaming TV inventory, online video (OLV) pulsing, and detailed analysis of entry-point ASINs to maximize organic growth and customer loyalty.
Recognize that the modern shopper journey is fragmented; DSP allows brands to reach consumers across various platforms and touchpoints, addressing the limitations of singular-session attribution.
🎙️Interview With Pat Petriello of Acadia DESCRIPTION Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're excited to welcome back Pat Petriello, our Director of Retail Marketplace Strategy, for a deep dive into Amazon DSP. We'll explore how to know when it's the right time to invest in DSP if it hasn't yet been part of your core strategy, and what the journey looks like for brands already deep in the DSP ecosystem as they move toward greater maturity and impact. "Long gone are the days when somebody shows up and does discovery, research, consideration, conversion, all in one session, all in one platform with really nice neat attribution for us marketers to be able to measure." Pat Petriello KEY TAKEAWAYS In this episode, Julie, Jordan, and Pat discuss: The 95/5 Rule Recap: Pat explains that at any given time, only 5% of shoppers are actively in-market for a product, while 95% are out-of-market. Most brands focus their budgets on that competitive 5%, risking long-term growth and getting stuck in "ROAS jail" instead of building lasting brand demand. Why DSP Matters Now: Three main dynamics are accelerating DSP's importance: A more competitive market forcing brands beyond search ads for growth. Fragmented, non-linear shopper journeys requiring brands to reach consumers across various platforms and moments. <p dir="lt
Frequently asked about this episode
What does this episode say about amazon advertising?
Shift budget allocation to recognize DSP as a vital upper and mid-funnel brand-building channel, not just a search ad supplement. Evaluate its impact against other brand media.
What does this episode say about brand strategy?
Implement a progressive DSP strategy: start with foundational retargeting, advance to brand awareness with tools like Amazon Marketing Cloud (AMC), and finally, utilize advanced features such as streaming TV and AMC lookalike audiences for sustained growth.
What does this episode say about e-commerce analytics?
Measure DSP success beyond immediate ROAS by focusing on KPIs like new-to-brand customer acquisition, share of voice, branded search growth, and true incrementality to demonstrate long-term value.
What does this episode say about full-funnel marketing?
Explore cutting-edge DSP functionalities like premium streaming TV inventory, online video (OLV) pulsing, and detailed analysis of entry-point ASINs to maximize organic growth and customer loyalty.
What does this episode say about amazon advertising?
Recognize that the modern shopper journey is fragmented; DSP allows brands to reach consumers across various platforms and touchpoints, addressing the limitations of singular-session attribution.
