In the ever-evolving world of e-commerce, it's the companies that adapt and innovate that find success. Amazon, already a dominant player in the digital ad publishing space, has made a substantial stride to broaden its advertising horizons. With their new advertising offering - Amazon Sponsored Display for non-endemic brands, they are paving the way for a whole new marketing strategy.
This is a game-changer for "non-endemic" brands, a term used to describe companies that do not sell physical goods on Amazon, but would benefit from advertising on Amazon's platforms. Some examples include car manufacturers, insurance companies, and even restaurants. This expansion heralds a bright future for these brands, offering fresh opportunities and creating a new way for non-endemic brands to engage with potential customers.
Amazon’s New Offering: Sponsored Display Advertising
At the heart of this initiative is the Sponsored Display advertising type, unveiled during Amazon's 'Unboxed' conference. A unique offering in Amazon's growing ad ecosystem, this is a completely self-serve ad type that requires no minimum spend. It's impressively simple to set up, deploy, and manage, especially when compared to Amazon's programmatic ad platform, the Amazon Demand Side Platform (DSP). This effectively eliminates previous barriers, opening the floodgates for non-endemic brands to dive into Amazon’s vast ad ecosystem.
For brands seeking a deeper understanding of their ad impact, Amazon offers a powerful duo of tools. The Amazon DSP allows for more sophisticated ad buys, using the rich, first-party data to target audiences more accurately. Keep in mind also that Amazon display ads' inventory includes amazon.com, twitch and freevee, so there are many ways to put messaging in front of the specific audience you need.
Amazon Marketing Cloud, on the other hand, provides robust reporting capabilities. These tools can be used in combination, enabling brands to link their own sales data with DSP impression data. This reveals which ads have been most effective in guiding customers along their purchase journey.
Non-endemic advertising on Amazon isn't just a passing trend—it represents a pivotal shift in Amazon's strategy and potentially in the advertising industry as a whole. It brings with it exciting opportunities, but also challenges. Endemic brands—those that do sell their products on Amazon—may experience increased competition for ad slots, which could drive up their advertising costs.
Getting Started with Amazon Sponsored Display
So, how should non-endemic brands navigate these new waters? It begins with a mindset shift. Amazon is no longer just a place for consumer product brands to advertise. With a deep understanding of its users' purchasing habits and interests, Amazon can provide other companies with valuable insight into customer behavior and preferences.
Non-endemic brands also need to understand and embrace Amazon DSP. This programmatic media buying platform boasts rich audience targeting capabilities, allowing brands to reach their desired customers more effectively. And let's not forget the ad creative options, which are more diverse and flexible than you might think.
The first step for non-endemic brands is to challenge their existing perceptions about Amazon Ads. Start with the basics: familiarize yourself with the platform's features, its targeting capabilities, and its variety of ad formats. Experiment with these tools and make data-informed decisions. By leveraging the insights provided by Amazon DSP, you can create more precise and effective ad campaigns.
Lastly, it's important to start small, test, and learn. By investing modestly in new ideas and strategies, you can gather valuable feedback and refine your approach as you go. The goal is to build expertise and stay ahead of the competition, capitalizing on these new opportunities before they become the norm.
Embracing non-endemic retail media advertising presents a golden opportunity for brands not traditionally selling on Amazon to tap into the benefits of Amazon Ads. It provides a wealth of ways to reach diverse audiences, mix sales data with impression data, and engage a highly receptive audience more likely to convert.
Bringing it All Together with Marin Software
Here at Marin Software, we're committed to helping your brand navigate this new frontier. Our advanced technology and deep expertise can help you make the most of Amazon’s new Sponsored Display for non-endemic brands.
Harness the potential of non-endemic advertising with Amazon Sponsored Display. Learn how your brand can use Amazon's vast audience and advertising tools to unlock new growth avenues and engage with new customers.
Start by challenging the status quo. Embrace the power of Amazon's rich, first-party data to understand and reach your target customers at different stages of their buying journey. Develop creative, outside-the-box strategies to pair your products or services with Amazon users' shopping behaviors.
With the right approach, non-endemic brands can effectively leverage Amazon's vast ecosystem to establish meaningful connections with potential customers, boost brand visibility, and ultimately drive business growth.
Welcome to the future of e-commerce advertising. With Marin Software at your side, navigating this new landscape can be an exciting and fruitful journey. Let's explore these new horizons together.
