Your brand or business operates in a digital marketplace where everyone is vying for consumers' attention, so simply having a good product isn't enough; you need a strategy that makes you stand out. This is where Amazon DSP (Demand-Side Platform) can help—a tool that strategically and efficiently expands your reach.
Read this article to understand how Amazon DSP can become your best ally for attracting new customers and increasing brand awareness .
Index
What is brand awareness?
Brand awareness is that level of familiarity that makes someone recognize you and, eventually, trust you . It's like listening to a song repeatedly until you find yourself humming it without realizing it. The same applies to brands: you need to be present enough to stay in consumers' minds.
Amazon DSP understands this perfectly, which is why its brand awareness strategy is simple yet effective: it helps you create a strong and consistent presence using impactful visual ads, such as videos and banners. But the real trick is that you'll appear in the right places at the right time, reinforcing your message time and time again . This way, when consumers think of a product category, your brand will be the first one that comes to mind.
Furthermore, Amazon DSP doesn't just focus on displaying meaningless ads; its focus is on building an emotional connection with the audience.
Types of audiences to attract new customers
The platform allows you to be extremely specific about who you're talking to. And that's key, because when you understand your audience, you can personalize your message and increase your chances of success.
These are the three main types of audiences you can target with Amazon DSP:
Lookalike Audiences
Do you know who your current customers are? Perfect. Now imagine finding more people who behave like them, who have the same interests, and who would probably love your product too.
That's what Amazon DSP does with lookalike audiences: it analyzes your current customer data and finds similar audiences in the market . It's like discovering a group of people who were waiting to meet you.
In-Market Audiences
Amazon DSP has the ability to identify users who are actively searching for what you sell —that is, those in the final stages of the buying process, ready to make a decision. You don't have to convince them they need something; you simply have to show them that you are the best option.
Specific interest hearings
If your product targets a very specific niche, no problem, because Amazon DSP allows you to segment people based on their interests. This is key to connecting with consumers who will truly resonate with your brand's values and essence .
Examples of campaigns to attract new customers
We'll show you some real-world examples of how major brands have used Amazon DSP to create epic campaigns:
KitKat and Twitch
KitKat decided to enter the world of Twitch to connect with young gamers, specifically Generation Z and Millennials. To do this, they integrated their message, “Even the best champion needs a break,” into live streams. The result was a 52% increase in brand awareness. The secret here was being in the right place, speaking the language of their audience .
Volkswagen and Alexa
Volkswagen took test drives to the next level by creating an interactive experience with Alexa. Through voice commands, users could virtually "test drive" the ID.4 SUV. This innovative approach generated significant interest in the vehicle, particularly among younger consumers. This case is an excellent example of how creativity can make your brand stand out .
Loftie and Sponsored Display
Loftie, a brand that sells smart alarm clocks designed to improve sleep, used Sponsored Display to showcase the unique benefits of its product. Thanks to this strategy, they recorded an average return on ad spend (ROAS) of $5.66 and an average ad cost of sales ( ACOS ) of 17.68%. This demonstrates that visual formats can help you connect with audiences unfamiliar with your brand .
Reach beyond Amazon
One of the best things about Amazon DSP is that it doesn't limit you to the Amazon platform; its reach extends to many external sites, such as Prime Video, Twitch, mobile apps, and a network of third-party websites . This allows you to be present where your audience spends time.
You have the option to place ads on Prime Video, a platform where millions of people are watching their favorite shows and movies; or advertise on Twitch, an active community of gamers. You can even reach users browsing their favorite apps or websites they visit daily. In short, you'll be in all the important places at the same time.
Metrics for measuring the effectiveness of customer acquisition campaigns
A campaign is worthless if you can't measure its impact. Fortunately, Amazon DSP has advanced tools so you can analyze how everything is performing. In this regard, the metrics you should monitor are:
- Impressions: Tells you how many times your ad has been shown.
- Traffic and page views: Measures how many people clicked on your ad and visited your page.
- New customers: Identify how many of your sales come from people who are buying for the first time.
- Brand studies: Evaluate whether people remember your ad, whether they intend to buy from you, or whether they recognize your brand.
- Total reach: Calculate the size of the audience exposed to your ads.
With this data in hand, you can adjust and optimize your campaigns in real time.
How to combine DSP with other awareness strategies?
While Amazon DSP is a powerful tool, you shouldn't rely solely on it. Instead, you need to combine it with other marketing and brand awareness strategies to achieve greater results. Here are some ideas:
- Content marketing: Create articles, videos, and posts that reinforce your campaign message.
- Social media: Use platforms like Instagram, TikTok, or Twitter to amplify the reach of your ads.
- Collaborations with influencers: Work with content creators who already have the attention of your target audience.
- Amazon Attribution : This tool helps you measure how campaigns on other channels are contributing to your sales.
- Offline strategies: for example, promotional events or in-store activations, to create a more complete brand experience.
Today, capturing consumers' attention is harder than ever, but there is Amazon DSP, a tool for any brand that wants to stand out and be recognized, in other words, be top of mind.
