Dsp Audiences
One unique feature that sets Amazon DSP apart is the audiences that can be reached. Let’s take a look at how DSP can be used.
You can define audiences based on shopping interactions — these are only available to advertisers who sell products on Amazon and on Amazon DSP. They can only be used in campaigns that link back to Amazon.
Advertisers can engage with audiences that have interacted with their brand’s products or related products on Amazon in several ways, such as:
- Searches – Allows advertisers to reach audiences that searched for keywords related to their brand or related products on Amazon after they leave the search bar
- Views – Allows advertisers to remarket to audiences that have considered their products or similar products on Amazon
- Purchases – Allows advertisers to re-engage with their existing audiences on Amazon or exclude existing audiences from seeing their ads, to only reach new audiences
A brand promoting a new product may want to drive consideration and sales by reaching an audience looking at similar products. They may also reach an audience looking at the brand’s other products by re-engaging those looking at the promoted product.
Lifestyle audiences
Lifestyle audiences are equivalent to shoppers who regularly visit and purchase products from particular aisles. Because they have demonstrated interest in the aisles where your products live or related aisles, they may have interest in your brand.
In-market audiences
In-market audiences can be leveraged to reach customers who are likely to take action or make a purchase based on recent search, browsing, or purchase behavior in the past 30 days.
Demographic audiences
If advertisers offer products or services that fit a specific, qualified audience, they can choose to reach select demographic audiences to keep campaigns relevant. Although demographic options vary in each location, some common examples are gender, age range, household income, and the presence of children in the household.
Lookalike audiences
You can use lookalike audiences to extend campaign reach to new audiences with similar attributes as your existing audiences. Lookalike audiences can be adjusted to include a more similar audience or larger audience in campaigns. Lookalike audiences can easily be built off of any advertiser audiences. Additionally, you can build audiences that you transfer from another source.
To ensure that customers who have opted in to Amazon subgroups — such as Amazon Prime and Amazon Student — have a positive user experience, Amazon does not allow advertisers to directly reach these customers.
An alternative solution is to reach the lookalike audience built off of these programs to connect with audiences that have demonstrated similar interests and behaviors.