New Amazon Advertising Format: Sponsored Display Campaigns

13. September 2019 in Amazon Advertising



New Amazon Advertising Format: Sponsored Display Campaigns

Amazon has launched a new advertising format that will replace Product Display Ads and combines the functionalities of DSP and PDA. Read more here!

Remarketing for Sponsored Ads

The advertising format Sponsored Display Campaigns offers a new targeting method within the Sponsored Ads universe: Now advertisers can also use remarketing to re-adress relevant audiences (also outside of Amazon) that have previously viewed their own or similar products. Up until now, targeting options for Sponsored Ads only included placement options on Amazon (based on keyword, product, category or interest).

This is a game changer for the whole industry: Sponsored Ads can now be displayed outside of the Amazon inventory while still using its huge resource of user data – benefits only DSP campaigns have had so far.
As officially stated by Amazon, this format will replace Product Display Ads which has not been available via the API. So managing these campaigns was quite a tedious task in the past.

Sponsored Display officially Succeeding Product Display Ads

The Sponsored Display beta format has replaced the Product Display Ads option
Source: Exemplary Amazon Advertising US account

Creatives are generated automatically just like Sponsored Ads and link to the Product Detail Page.
Sponsored Display Ads basically offer the possibility to book DSP campaigns in self-service. The main difference between the formats is the billing model: DSP works on a CPM-basis while Product Display Ads are paid per click (CPC), making them more performance oriented.

The format has been launched in the US in a first step for registered professional sellers (with brand registry), vendors and agencies.
We are very curious how this format will perform against DSP remarketing campaigns. We will keep you updated and share some data insights shortly.
Contact our experts & learn how you can use Sponsored Display Campaigns to maximize your profit!

Source: https://advertising.amazon.com/products/sponsored-display

Contact our experts & learn how you can use Sponsored Display Campaigns to maximize your profit!


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