Amazon Demand-Side Platform (DSP) program is an excellent option for the brands looking to expand their reach with high-level paid marketing options. The platform gives advertisers the ability to buy display ads programmatically. It is a great tool to help brands capture customers at different stages of their shopping journey. Amazon DSP allows brands to increase their awareness and target existing customers.
When creating a DSP ad, choosing the right creative based on your advertising goals is essential. There are four different ad types available on the Amazon DSP platform, and this article will teach you the types of creatives you can use and when to use them.
- Dynamic Ads
Dynamic ads can only be linked to Amazon Product Pages for the time being. These ads are dynamic because they automatically update the creative based on customer behavior, including coupon codes, deals, and customer reviews the ad shows.
The dynamic type of ads offers two types of eCommerce display creatives: Dynamic eCommerce and Responsive eCommerce.
o Dynamic eCommerce Creatives
You will manually create different dynamic eCommerce creatives for each available size option. It is recommended to add these dynamic eCommerce creatives with different dimensions into your line items. This way, you can see which ones perform better and optimize your creatives accordingly.
You can pick a product or custom image as the content type. The “product image” option displays the primary product image from the Amazon product detail page with an optional brand logo and headline. The “custom image” option, on the other hand, displays a custom graphic you choose to upload.
You also can add a customer review you would like to show with these dynamic creative ads.
e-commerce creative (product image)
e-commerce creative (product image with headline and logo)
o Responsive eCommerce Creatives
There is no need to create multiple ads of different sizes when it comes to responsive type eCommerce creatives. Amazon will automatically pick the suitable size to show between 11 other size options by default. You also can check or uncheck the specific dimensions you want your responsive ads to use.
Up to 20 ASINs can be promoted under one responsive eCommerce creative ad.
It is also possible to add a customer review to responsive eCommerce creatives. You will need to pick a customer review from the product detail page and copy and paste the first 116 characters into the responsive creative ad. You will also be asked to provide the URL of the review you put in.
If you’d like your responsive creatives to pull primary images from Amazon product detail pages, you will have the option to add a brand logo and a headline. Depending on your advertising goals, you may choose to upload a custom image instead.
Responsive creatives automatically skip rendering of an ASIN that is out of stock. If all ASINs are out of stock, it does not pause the creative and will show the best performing out-of-stock ASIN.
350×420 Responsive eCommerce
- Static Ads
o Image Ads:
These ads are great to grab attention and can direct shoppers to an Amazon product detail page or Amazon brand store. However, these don’t have any dynamic features to them. These ads are images with a call to action. These types of ads show the same creative each time.
- OTT Ads
Video ads that appear before, after, or during video content are known as OTT (over-the-top) video ads. These ads are full-screen video ads that display on TV sources. OTT ads are not clickable and cannot always be skipped. Their primary purpose is to create brand and product awareness.
Exact duration of 15 s or 30 s is required.
- Video Ads (OLV)
These ads are video ads that are online on websites. These ads can direct customers to Amazon product detail pages or your brand website. They are most often used for big brand awareness campaigns to introduce a brand, explain products, and drive awareness.
Amazon states that the duration of exactly 6 sec, 15 sec, 20 sec, 30 sec, or 60 sec is recommended when using OTT ads. The duration of the videos can be in between. But videos outside of these durations may negatively impact the campaign performance. Also, keep in mind that shorter lengths drive a higher video completion rate.
Finally, if you think your brand could benefit from Amazon DSP ads, BellaVix is here to help. Don’t hesitate to contact the BellaVix Team today.
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