15 Sep Amazon DSP: Demand Platform
- It allows you to create ads in display, audio, and video formats.
- Audio ads are the format most demanded by audiences.
Amazon DSP is a demand-side platform that allows businesses to programmatically buy ads in display, audio, or video formats.
The service is available to advertisers who sell products on Amazon and also to those who don’t. In addition, it is very effective in reaching new audiences and expanding market share in other sales channels both on and off Amazon.
In this sense, brands can make their own personalized ads or select other exclusive options within the platform such as the creative generator for video or e-commerce.
Also, companies can measure the performance of campaigns with the statistics provided by Amazon. The reports provide reach, frequency, and visibility data and include industry-standard statistics.
Elsewhere, complementary analytics can be performed using other in-house tools such as Amazon Marketing Cloud.
Which channels to use to make audio ads
Audio ads are a highly effective advertising format to help brands grow and connect them with customers without the use of screens. Ad spots play during breaks between content and last between 10 to 30 seconds.
On the other hand, advertising on Alexa has a great impact, with music being the one that obtains the highest percentage of interaction from users, according to Amazon itself.
And another option that the marketplace provides in its quality inventory is: create “Premium” audio content.
Relevant information about audio ads
85% of U.S. consumers have smart speakers and use them to play audio on a regular basis, according to Jeff Bezos’ company.
Also on its platform it states that, from the first quarter of 2020 to the second quarter of 2021, audio campaigns had 1.9 times more brand recognition than other media in the digital audio sector.
Patrick Givens, head of product marketing for audio ads at Amazon, says on the platform that: “the user interacts with audio content many times throughout the day, especially from their own home.”
How the user responds to Amazon audio ads
Today, audio plays a fundamental role in people’s emotional lives. Normally, we use playlists to drive, play sports, listen to the news or even work and podcasts to learn, laugh or get inspired.
Audio is a format that has a strong connection with people today. That’s why Amazon and Wondery collaborated with neuroscience marketing company MindProber in their study to gather information and find out how 180 U.S. consumers over the age of 18 were engaged with this content.
According to the report, listeners experienced positive emotions after listening to the streaming audio stream. The most frequently mentioned moods were: happiness, optimism, security, and joy.
In addition, they made a comparison of sound channels using the portable measuring device to analyze the user interaction rate by media channel. In this sense, broadcasting, linear TV or streaming audio retransmission were compared to see which had the greatest influence on the audience.