Is Amazon DSP advertising the right fit for your brand?

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Quiz Questions

1.
Does your business operate in any of these verticals?
- A.
  Consumer goods that are not sold on Amazon
- B.
  Retailer that competes with Amazon
- C.
  Religious group
- D.
  Political group
- E.
  None of these
2.
What is your monthly ‘top of funnel’ or awareness advertising budget?
- A.
  <$50K/ month
- B.
  $50K-1M/month
- C.
  >$1M /month
3.
What is your brand’s experience with programmatic advertising or linear TV advertising?
- A.
  None
- B.
  Brand has run CTV ads / streaming ads
- C.
  Brand has run programmatic ads on other platforms
- D.
  Brand has run linear TV ads
4.
What is the main goal you want to achieve through your advertising efforts?
- A.
  Build brand awareness
- B.
  Build consideration
- C.
  Drive direct sales / leads
- D.
  Reach a specific audience/demographic
5.
What timeframe are you expecting results?
- A.
  Less than 1 month
- B.
  1-3 months
- C.
  3+ months
6.
What metrics do you use for success?
- A.
  ROAS
- B.
  Brand lift
- C.
  Reach metrics such as impressions, clicks, frequency, etc
- D.
  Purchases - last-touch
- E.
  Purchases - ad-influenced
- F.
  Engagement metrics such as CTR and VTR
- G.
  Conversion rate
- H.
  Incremental sales
- I.
  Cost per Click (CPC)
- J.
  Cost per Mille (CPM)
7.
What is initially attractive to you about Amazon DSP?
- A.
  Not sure / just curious
- B.
  Unique audience targeting capabilities
- C.
  Unique ad inventory
- D.
  Data and insights

Quiz Outcomes

1.
Your brand is “primed” for DSP!
Your brand already uses sophisticated programmatic advertising, has a workable budget, and the right expectations for Amazon DSP. Learn more about what’s possible with this advertising capability in our video series, and reach out to us at Acadia if you are looking for expert support in your Amazon DSP strategy and execution.
2.
Amazon DSP probably needs to wait.
Your brand’s focus on immediate returns means you’ll likely be disappointed in results from a DSP campaign right now. DSP is more suited to driving brand awareness and consideration (i.e top of funnel) over a period of several months. Given your objectives, you’ll likely be better off allocating more budget to lower-funnel ad strategies for the time being, and revisiting Amazon DSP when your brand is ready to drive more top-of-funnel awareness and consideration. If you're a brand that sells physical items on Amazon, you may consider Amazon Advertising (PPC). Reach out to us at Acadia if you are looking for expert support in your paid media strategy and execution.
3.
Your monthly ad budget is too low to make the most of Amazon’s DSP.
Amazon DSP advertising performs best in a 'top of funnel' awareness-building capacity. In order to maximize the attributes of the platform (e.g. testing different audiences, testing different creatives) advertisers ideally should be allocating more than $50K/month to their top-of-funnel ad campaigns. With spend below this level, insights might be limited. Given your objectives, you’ll likely be better off allocating more budget to lower-funnel ad strategies for the time being. If you're a brand that sells physical items on Amazon, you may consider Amazon Advertising (PPC). Reach out to us at Acadia if you are looking for expert support in your paid media strategy and execution.
4.
Amazon's DSP may not support your company's industry vertical.
Amazon will not currently onboard advertisers who operate businesses competing with Amazon (i.e. retailers), or brands who sell consumer goods that could potentially be sold on Amazon (e.g. DTC-only brands), religious organizations and political parties or associations. Contact us at Acadia for more information.