AOM DSP Snack #1 – Launching Our New DSP Series for Brands

00:00:00: Hey, hey and welcome to a brand new episode of the AOM podcast.

00:00:04: I was actually just thinking about how to open this one because we're kicking off something new today.

00:00:11: This isn't AOM shorts And it's not a regular guest episode.

00:00:15: It's a deep dive series starting right now.

00:00:19: all about DSP.

00:00:22: i've got some backup with me Today as special guests...I know him really well!

00:00:27: Over the next few episodes you'll get To Know Him Just As Well.

00:00:30: A very warm welcome Florian Giulio Fotta.

00:00:33: Thanks.

00:00:33: really happy to be here today and give everyone a bit of an inside look at what Amazon has to offer.

00:00:39: I held back the obligatory Florian pun but trust me it's coming some point in this series.

00:00:46: So, Florian is team member with us joining not that long ago And heres' fun part.

00:00:53: We're both named Florian.

00:00:55: Fine nothing unusual there.

00:00:57: Accept your photo and I'm fatter.

00:00:59: And honestly, there are only two letters between us.

00:01:03: So when i told moritz hey um we've got a brand new dsp expert on the team Moritz basically said this has to be a scam.

00:01:10: There's no way someone is actually called florian fodder.

00:01:15: But here you are.

00:01:16: it's very much real and you've been in the DSP world for over ten years now.

00:01:20: Um so tell us who are you?

00:01:23: What have you been up to?

00:01:24: yeah hi I've been in programmatic advertising since twenty-twelve, which is quite a stretch now.

00:01:31: Um...I started out back then at a company called Datazoo ,which today is part of Roku TV .

00:01:38: I worked in support engineering there and did my professional training as an advertising specialist at the same time.

00:01:48: After that i moved to publisher side..i worked at autoscout, imo scout, gofeminine.

00:01:54: I've had exposure across some very different verticals which honestly helps a lot when you're talking to brands across different industries today.

00:02:04: Then, few years back i spent time at an amazon agency right where the whole Amazon DSP thing was really starting to take off.

00:02:11: after that... ...I was part of major merger between two biggest TV advertising sales houses in Germany working as technical consultant there And now I'm here at Movesale looking after the DSP site together with my colleagues and working with our clients.

00:02:29: We're all really thrilled about that.

00:02:31: for the whole team, let me think what i can mention.

00:02:37: One case definitely out there many of you have probably already come across is the Alanko Case.

00:02:44: The Team did such incredible work on it So good in fact that Amazon actually ended up presenting it on the OMR stage, which was genuinely cool.

00:02:56: Now what was said campaign?

00:02:58: Actually about right.

00:03:00: and uh...in the upper funnel were you working with video ads?

00:03:03: there got it.

00:03:04: okay

00:03:04: yeah so Elanco The key thing is they have a whole product range And for this campaign It was mainly about their pet care line flea and tick protection.

00:03:13: They actually market leaders in that space and they offer both a tick collar, tablet options but all of those products face competition.

00:03:22: So to get the right share-of-voice with the right customers it was essential to bring into DSP as well.

00:03:29: And thats exactly what we did.

00:03:30: We ran wide range tactics and guided users through the entire funnel.

00:03:36: Right and yes Prime Video and CTV campaigns connected TV.

00:03:41: That is an important part too.

00:03:43: I actually think video is going to deserve its own deep dive in this series, because whether it's Prime Video or something else that space just keeps growing.

00:03:52: Absolutely!

00:03:53: Let me take a step back and bring you guys into the brainstorming Roland and i were doing.

00:04:03: We laid out a bunch of different topics and here's the thing because we have our own DSP entity at Amazon.

00:04:09: We've been top partners there for years, can basically do everything ourselves.

00:04:15: So Amazon is regularly in touch with us at various events sharing new updates And what's possible for brands?

00:04:29: The upper funnel.

00:04:29: in particular there is an enormous amount happening.

00:04:32: There we keep hearing about new content rights being acquired.

00:04:37: Last year it really kicked off with sports rights, Champions League Bundesliga NBA rights secured for multiple years.

00:04:46: This year its continuing Disney Plus came on board as a streaming partner then Netflix and now Spotify.

00:04:53: These are big announcements landing on brands all at once and Amazon has serious plans with this.

00:05:02: But here's what we've learned from working with leading, mid-sized and large brands Most of them still quite early in their understanding And these announcement just hitting them all at one.

00:05:13: Okay Netflix is in the mix and then Amazon reps show up telling brand they need to get involved.

00:05:20: but there a gap in foundational understanding.

00:05:26: When does the DSP campaign actually make sense for me?

00:05:28: What should my expectations be and when doesn't it not makes sense which I think is just as important.

00:05:33: what level of reach do i need, what budgets do I need,what media assets to a need for creatives?

00:05:39: And so on.

00:05:40: questions on top of questions and floating above all that this term Amazon marketing cloud That keeps coming up.

00:05:51: So we thought let's start from the basics and just record a series of podcast episodes that will come out regularly.

00:05:58: Today is the intro, foundational theory... What even IS a DSP given that Amazon didn't invent it?

00:06:04: Where does this whole thing actually comes from?

00:06:06: Banners, DSPs all of them!

00:06:08: A little detour into broader marketing world.

00:06:14: Then we'll do special episode on video because video advertising going through real transformation TV has historically been one of the biggest formats and more and more is shifting toward addressable TV, meaning audiences you can reach very precisely through DSP based on real e-commerce buyer data.

00:06:35: You can select audiences so much more accurately.

00:06:40: then we'll do another special episode on Data with Purpose Analytics & AMC flow.

00:06:46: maybe give us a quick taste what that's actually about.

00:06:50: Yeah, and you're right Amazon marketing cloud keeps coming up all the time.

00:06:54: And the good news is or that data's now available for essentially every AMS account?

00:06:59: You can just open it up directly Now.

00:07:03: but for me The key is always putting in perspective first because at the end of today a data clean room are really using.

00:07:12: data at all needs solid foundation to work from and It should be tied to a specific purpose from day one.

00:07:21: I've seen it play out too many times, you send clients report after report and at some point they just don't know what to do with any of it.

00:07:30: You can generate as much data And as many reports As you want but if you Don't know why are doing in the worst case?

00:07:37: It Just creates confusion.

00:07:40: In The best Case it ends up sitting in some folder somewhere doing nothing.

00:07:47: That's why it so important to us that everything is purpose driven from the start, what is your goal?

00:07:53: Do you want to see where users entered the funnel for your brand?

00:07:58: how many touch points did they take over time period?

00:08:03: It always comes back too.

00:08:05: What do I want achieve with this data and How was going?

00:08:09: help me plan better campaigns tomorrow

00:08:11: exactly?

00:08:12: So analytics and data with purpose, that's the topic for episode three.

00:08:18: Episode four is going to be a bit more hands-on.

00:08:20: how do I as a brand actually plan my first DSP campaign?

00:08:25: or really... How should i be planning DSP campaigns going forward?

00:08:29: With proper media plans and the right expectations coming in because there are lot of ways to look at the DSP.

00:08:38: On one hand you can go after awareness goals.

00:08:40: on other you can pursue purchase goals, meaning conversion goals in the lower funnel.

00:08:46: And I think it's really important to build an understanding of when each approach makes sense... ...when you might actually stay in the Lower Funnel When You Use Something Like Sponsored Display and.. ..When You Actually Make The Jump To DSP?

00:09:07: Yeah i think more topics will keep coming up so we absolutely want your feedback on this.

00:09:11: If there is something You've been wrestling with like you want to do something on Twitch, but you're missing a bit of the background knowledge or The internal argument to validate it.

00:09:20: Just let us know and we will dedicate an episode to it.

00:09:25: But for now Let's dive into the first topic the world of DSP?

00:09:31: You told me this whole thing started about thirty years ago.

00:09:36: Let's go

00:09:38: right exactly.

00:09:40: So let's look at what the whole DSP and display advertising world is really about.

00:09:45: DSP for anyone who doesn't know stands for Demand Site Platform, which basically means a platform for the automated buying of advertising space.

00:09:56: Now this whole thing started about thirty years ago when publication called HotWired now just known as Wired started asking how do we actually monetize our editorial online content?

00:10:08: So they went to their classic advertising partners, companies like AT&T and Volvo.

00:10:14: And said hey do you wanna run some online banner ads with us?

00:10:19: That's how one of the most iconic moments in advertising history came about The AT & T Banner which just says have ever clicked your mouse right here?

00:10:29: Honestly by today standards it is an absolutely terrible looking banner Neon text.

00:10:38: Today.

00:10:38: you'd immediately think it was some kind of scam, but back then.

00:10:42: It had click-through rates off nearly fifty percent.

00:10:48: We live in a world now where a display click through rate of zero point one is considered good and Zero point five is genuinely strong.

00:10:55: quite the difference.

00:10:56: But people back Then just wanted to know what this thing even wars From there at all slowly evolved.

00:11:05: Others followed publishers who said, well if we're providing content.

00:11:08: We wanted to make money too.

00:11:10: and we see that same logic everywhere today.

00:11:13: most of the internet is free social media all of it.

00:11:16: but those platforms have to finance themselves somehow And they do that through advertising?

00:11:23: That's the point where everything developed further.

00:11:27: moving away from you approach a platform directly and say I want to advertise on your site.

00:11:34: actually experienced that first hand at Autoscout and EmoScout.

00:11:41: BigTelcos naturally wanted to work with real estate portals, major car brands obviously want it be on autoscout because at the end of day It just makes sense advertise where your customers are.

00:11:52: That logic isn't wrong but With the rise of all the data we leave behind online And everyone being permanently connected through their phones The whole approach to targeting shifted From context-based targeting to user based targeting.

00:12:11: Now we can just see that we all leave footprints online, but it's all anonymized.

00:12:16: The GDPR conversation has been really important in recent years which is right and necessary.

00:12:21: no one should be turning up somewhere with their real name attached But its all anonymous Even at Amazon.

00:12:28: Yes, you make purchase in your name but the data from your search behavior.

00:12:34: Your purchase history that's all just user XYZ.

00:12:39: and User XYZ has certain interests like okay there is a comic book behind me right now so User XY Z is interested in comic books And it makes perfect sense to maybe show this person new Marvel movie or hey check out Disney Plus.

00:12:56: All of these data points we leave behind led to roughly ten-to fifteen years ago the beginning of demand site platforms even though they weren't called that at the time.

00:13:06: Right Media is generally cited as a very first Demand Site Platform, The First To Make The Automated Buying Of Ad Space Possible.

00:13:14: Back then it was just called Real Time Bidding or Real Time Advertising some you might still remember their term and eventually all of them became what we now call programmatic advertising.

00:13:28: Real-time bidding is still absolutely central today.

00:13:31: It's the core mechanism behind all of our buying.

00:13:34: it works a bit like eBay Whoever bids the most for newly available ad slot gets it.

00:13:39: and All of this happens in milliseconds.

00:13:42: You load a page, And In The Time It Takes For That Page To Build.

00:13:46: Technology A Has Talked to technology B Which has talked to technology C?

00:13:51: And the auction Is Already Complete.

00:13:53: that's Essentially how it Works

00:13:56: genuinely mind-blowing, and I know that Amazon this year has been pushing more to monetize inventory.

00:14:03: That isn't even their own.

00:14:06: So through the DSP you can basically say i want to run retargeting for product while a user is on site like stern because amazon is tapping into stern's Inventory for exactly that.

00:14:18: And then there's massive company called The Trade Desk.

00:14:21: some of you have probably heard them.

00:14:23: They are widely successful.

00:14:27: Essentially all they are is a middleman between advertisers and the people who actually own the inventory, their websites.

00:14:34: They built an enormous business out of that without owning any actual content.

00:14:38: just technology obviously but genuinely insane.

00:14:44: And from what I know Amazon looked very carefully at this model thinking wow these guys making hundreds millions with no owning any underlying inventory.

00:14:55: Amazon can at least say we still own our own web servers.

00:14:59: That makes it an even more remarkable business,

00:15:02: right?

00:15:02: So the trade desk is genuinely one of the biggest DSPs out there no owned media whatsoever but they've positioned themselves so well over the years that they have enormous relevance.

00:15:16: But on the other side you have Google Meta and now Amazon who together claim roughly fifty five percent off the entire DSP market.

00:15:25: Those are your dominant players, and that's the space the trade desk is competing in.

00:15:31: And to get where Amazon is today they've been going out and acquiring inventory Netflix Disney plus all sports rights... ...and now Spotify which is really significant because audio is becoming more important Whether it's taking traditional radio digital or streaming audio.

00:15:49: we have had digital radio for years Now there people who only listen this way.

00:15:55: All of that inventory is becoming increasingly programmatic.

00:16:02: I also worked with another tech company before this and even then we were already seeing outdoor advertising placements, which could be bought programmatically through Streuer.

00:16:13: So out-of-home billboards digital outdoor screens can already be targeted based on who's in the area at any given time.

00:16:21: In the morning when kids are heading to school you run a new Pokemon card campaign.

00:16:25: A few hours later, when the business crowds out... The new Giorgio Armani suit goes up on that screen.

00:16:32: Or let's say there is a big concert by major female artist and venue has digital outdoor panels.

00:16:39: You'd run make-up ads right there perfectly matched to audience Something like...

00:16:45: Nevia!

00:16:46: Does Nevia actually makes makeup?

00:16:47: No wait I think Nevia just for skin care.

00:16:50: Mac, Mac or Chanel something Like That Right?

00:16:53: Okay Yeah I can tell, i don't exactly have a lot of makeup experience.

00:16:58: Mac yes!

00:16:59: Exactly something like that.

00:17:02: Anyway the point is outdoor advertising Can use all this too?

00:17:05: Programmatic is just going to keep showing up everywhere in our lives.

00:17:09: This whole automated ad buying process keeps expanding.

00:17:15: Yeah let me ask you an obvious question.

00:17:19: The basic principle has become clear but How does Amazon keep getting more and more relevant in an already existing market?

00:17:28: And why are all these players, Netflix, Spotify, Disney+, All of them connecting to Amazon DSP.

00:17:37: It comes back toward you said earlier the shift towards user-based targeting... ...and the fact that Amazon has this incredible customer data.

00:17:47: Amazon knows for example let's say I want reach people who have newborns.

00:17:53: They know that because newborn products have been purchased, same if I want to reach people who are currently renovating their home.

00:18:04: Amazon knows they've bought wallpaper paste, wallpaper rolls and so on which strongly suggests they're redoing a space.

00:18:12: or you know...they've bought the house with a garden and few garden products showing up.

00:18:18: Maybe it makes a lot of sense for me as brand to get my garden chairs in front of those exact people.

00:18:27: And what I find so compelling about this, if i know that I sell garden chairs and want reach the people who are actively thinking about their garden or setting them up... ...I can identify exactly these people using Amazon's audiences Football while they're on Disney plus.

00:18:47: why are you doing something completely different and very few players out there who actually have that kind of data foundation to make this possible.

00:19:00: Have I summarized it right?

00:19:01: your the expert but that's my understanding a bit

00:19:03: perfectly put.

00:19:04: that's exactly it, and thats genuinely what makes Amazon special.

00:19:07: i mean as a bit over data nerds.

00:19:10: I found it fascinating from day one just how granular those audience segments can get, like genuinely insane.

00:19:31: Amazon is what you actually bought.

00:19:45: That's a clear step beyond just the like or search, it's signal for people voted with their wallets.

00:19:53: Is someone interested in comic books because they watched movies?

00:19:57: Or did they buy a comic book?

00:20:00: that's meaningful difference.

00:20:02: You can go so many different directions if somebody consistently buys in the premium price range, whatever they're buying.

00:20:10: Let's say that furnishing their home with designer furniture setting up there workspace With only The most expensive tech gear.

00:20:19: That is probably a high income household And if you have a product specifically targets high earners You can just select an audience.

00:20:30: I find it incredible.

00:20:31: where actually go all of this?

00:20:35: And it ties into something I really want to talk about, the case for DSP.

00:20:39: Because a lot of people ask themselves should actually use the DSP?

00:20:43: If so what's my

00:20:44: advantage?".

00:20:47: We've touched on the inventory side already but you can put users in much more precise audience segments than ever could and build completely different audiences that would never be able form with standard sponsored advertising formats

00:21:05: Absolutely, and the custom audiences you can build.

00:21:09: The ones that don't come pre-packaged.

00:21:10: That's where your creativity really gets to run.

00:21:14: I had a client awhile back who was selling toy vehicles Batmobiles superhero cars...that kind of thing.

00:21:22: And what we did Was take every comic book based film You can buy or stream on Amazon Prime as an audience.

00:21:30: Every comic book purchase Everything!

00:21:33: You can essentially reach the person who bought Batman branded shampoo and show them The Batmobile Toy.

00:21:41: And that's the thing, there is a creative dimension to this.

00:21:44: you don't get with other formats because You have look at your product from so many more angles?

00:21:50: We are also working on a protein bar brand right now.

00:21:54: Their Bar isn´t just sports products it´s healthier snack alternatives.

00:21:58: So It makes sense target people Who buy candy in Amazon too!

00:22:02: And To Look Well Beyond Fitness Category Entirely I mean fitness.

00:22:06: audiences are massive But honestly, someone buying a Snickers might actually be more relevant than someone who just picked up a competitor's protein bar.

00:22:14: I find it fascinating where all these audience data points come from because you can start simple what are people buying?

00:22:22: What they're searching for?

00:22:25: but go further and have people been watching on Prime Video?

00:22:31: And that is the case we had back in our early days when first got access to DSP.

00:22:36: We worked with Til Schweiger.

00:22:39: He has a very particular style in his films and he had a home-and living brand, bit of clothing.

00:22:45: Home décor that he produced and wanted to sell under the name Barefoot Living.

00:22:51: So we were able look at who actually watched the films that Til Schweiger directed and starred in.

00:22:58: And suddenly... That was perfectly matched audience.

00:23:02: We knew right away it makes total sense his products, that was genuinely a cool use case.

00:23:12: On the other side you can also use behavioral signals like people who visited product page but didn't buy card abandoners for example.

00:23:19: You can absolutely re-target those and connect data sources from outside Amazon too right?

00:23:25: Yeah exactly!

00:23:27: And it's really important to us not just relying on amazon data alone.

00:23:31: The whole DemandSide universe, the entire display ecosystem is so vast that it doesn't make sense to limit yourself to one data source.

00:23:39: That's why we bring in third-party data like XeoTap or Axiom as well with a protein bar client for example.

00:23:48: We used Axiome to target people who regularly shop at supermarkets and hypermarkets Kaufland, Rewe, Edeka because thats where actual end customers are doing their shopping.

00:24:01: We have to keep in mind when you're working with a brand, it's not always just about Amazon.

00:24:06: Amazon is one of many touchpoints for them but through video advertising or even just the simple reminder that a product exists we can reach people there.

00:24:16: Amazon In That Context Is Less Like A Pure Shopping Platform and more like The New Auto Catalog.

00:24:22: People Browse they discover something And then They Might Go Buy It At The Supermarket.

00:24:27: For the Brand that's still a win whether the purchase happened online or not.

00:24:33: That really is a crucial point.

00:24:35: What I find genuinely wild about all of this, we've established that audience data and user-based targeting are incredibly powerful but if i'm a brand thats been running sponsored advertising up until now... ...I just don't have any visibility into what audience opportunities might even exist for me And that's exactly why Amazon has designated only a small number of partners who've been given their own DSP solution like us.

00:25:02: But you have to acknowledge there are things, you simply can't see on your own with all the variety we're talking about.

00:25:09: how would you as brand ever even think apply creative strategies?

00:25:14: Yeah, and this is actually something I've talked about directly with a brand.

00:25:19: Think of it as your marketing team running influencer partnerships on Twitch.

00:25:25: It would never even cross you mind that you could use Amazon DSP to retarget those specific influencers' viewers And then follow them across the entire internet.

00:25:36: There are just so many possibilities!

00:25:38: It's genuinely hard to keep track.

00:25:40: With Sponsored Display you can already look at in-market and lifestyle segments, but even there the DSP goes a step further in delivery precision.

00:25:49: And because we can bring in third party data... ...and work directly with publishers, Spiegel & other outlets as mentioned.. ..you can run placements specifically where they have an existing brand partnership.

00:26:05: Amazon DSP is unfortunately still way too often seen as just an e-commerce platform, but it's become so much more in recent years.

00:26:15: The market power behind those data sets is enormous.

00:26:19: Facebook and Google absolutely know they've got a serious competitor here which is exactly why everyone is pushing into the e-Commerce space right now.

00:26:26: Amazon has had shopping built from day one.

00:26:29: Google always had its shopping products.

00:26:32: Meta's been pushing harder every year to make this happen And tiktok got it immediately.

00:26:36: build shopping in because at the end of today, The best signal for what people are willing to spend money on is seeing.

00:26:42: What they've already spent money.

00:26:44: that's really nicely put and I think the takeaway here Is you genuinely can't imagine all this On your own as a brand.

00:26:50: so i'd like To invite everyone listening reach out to us doesn't require committing too large budgets or anything Like That.

00:26:59: we have clients running campaigns five thousand euros just trying things out.

00:27:06: The key is to have that conversation first so you can actually evaluate it for yourself, That matters!

00:27:12: And one thing I also want briefly mention why we've been talking a lot about reaching people outside of Amazon.

00:27:19: DSP campaigns run on amazon itself in search results and other specific premium spots.

00:27:29: So for on Amazon delivery, specifically there are ad formats and sizes that only exist on Amazon.

00:27:36: And that actually makes a lot of sense.

00:27:38: let's say user has been browsing headphones over the last few days but right now they're looking at something completely different.

00:27:46: when someone is already in a bit of a shopping mindset just browsing around seeing what out there it makes perfect sense to say hey you checked out those headphones Are you still interested?

00:27:57: You're reaching that person at exactly the right moment because marketing really comes down to two things.

00:28:05: Where someone is in the funnel and where they are mentally, if your on a news site deep into an article how likely it would be for click-on ads.

00:28:13: Compare this with being on Amazon after you just got paid thinking let me see what's good.

00:28:18: now we all know spending a bit or quite a bit more if those headphones happen to be really nice.

00:28:29: And that's exactly why Amazon, I believe it is one of the top five most visited websites in Germany by traffic has inventory thats genuinely highly relevant.

00:28:39: Okay slightly off topic here but have you ever actually looked at whether purchase intent is higher?

00:28:53: privately I mean.

00:28:54: Yeah, i've actually looked into that not just personally either.

00:28:59: with a previous client we genuinely tested exactly that.

00:29:02: We'd always thought if we ever have a client With enough budget That delivery volume Just doesn't matter to them.

00:29:08: We wanted To run their test And sure Enough!

00:29:12: We do see real peaks in purchase behavior at the end of The month and start Of the month Outside of specific promotional events.

00:29:21: that pattern is consistently there.

00:29:24: I'd had the exact same thought and we finally got to test

00:29:27: it.".

00:29:28: Right, you mentioned this earlier.

00:29:31: so let's quickly go through how campaigns are actually displayed.

00:29:35: put very simply they're display ads.

00:29:38: That what you guys work with.

00:29:40: And i wanna ask directly The way i understand it.

00:29:45: There's Display & Video And then there's a bit more to it beyond just those two, right?

00:29:52: Right exactly.

00:29:54: So yes There are different channels and different ad formats available To us.

00:29:59: you're spot on about display and video.

00:30:02: But we also have audio ads the whole podcast and streaming audio space and now with Spotify in the mix That's genuinely exciting.

00:30:10: I mean who doesn't immediately hear that voice In their head The moment someone mentions Seidenbacher music?

00:30:17: Right, right.

00:30:18: Or Ricola or IKEA.

00:30:23: IKEA's audio branding is practically inescapable.

00:30:26: Exactly IKEA too because that stuff just gets into your head and stays there.

00:30:32: That the power of audio whether it's radio streaming.

00:30:37: But we also have streaming TV putting your message on the biggest screen in the house as non skippable video.

00:30:44: with traditional TV The moment an ad comes, you can always change to channel but With streaming TV.

00:30:51: You chose what?

00:30:52: You're watching.

00:30:53: you turned it on for that content.

00:30:55: So you actually watch the ad which is why you get view through rates of ninety eight percent.

00:31:00: That just doesn't happen in regular TV or standard online video because of that non-skip environment.

00:31:10: And then display whether thats Amazon's standards eCommerce ad creatives which we all know, product image maybe a headline or logo.

00:31:21: Then buy now and learn more.

00:31:23: everyone has seen those.

00:31:24: You can also come with fully custom creatives you build yourself And Amazon now even works together with Canva to help you create them.

00:31:34: So across the board, there's a really broad range of ways to reach people and tell your story at exactly the point where they are in The Funnel.

00:31:43: Since today is more like a basics overview what else haven't recovered yet?

00:31:47: Yeah I think we've actually covered the basics well but one thing worth adding.

00:31:52: With a demand side platform Like Amazon There're targeting capabilities You simply don't have with sponsored display Like day part targeting, specifying exactly which times of the you want your ads to run or frequency capping controlling how many time a user sees your ad per hour even per minute.

00:32:14: With those controls You can really dial in How visible your brand should be for any given user.

00:32:19: It gives much more granular delivery setup and when combine that with audience targetting you reach each user where they are in their customer journey.

00:32:31: Is this someone who's not even in the flywheel yet?

00:32:33: Someone that doesn't know your brand exists, then you need to introduce yourself first.

00:32:38: Because with retargeting... You NEED a foundation of.

00:32:42: people have already had some exposure.

00:32:44: If a product is brand new and nobody has heard it Who are going to re-target ?

00:32:47: It doesnt work So..it always comes back.

00:32:51: what makes sense for your brand right now?

00:32:52: What make sense for user or timing?

00:32:58: Right now we're on QFour And everyone wants push hard.

00:33:01: Amazon's next Prime event is just a few days away and everyone wants in then Black Friday, Black Friday week the whole black week.

00:33:09: Everyone wants to be there for that too.

00:33:13: But here's an example.

00:33:14: Let's let's take it totally different scenario.

00:33:16: You're non endemic brand meaning your product literally can't be sold on Amazon.

00:33:22: you want to sell gym memberships.

00:33:25: Does it really make sense?

00:33:26: For a gym to advertise during Q four?

00:33:31: or Does it actually make more sense to hold off until January when the prices come down, When the noise quiets and when It's exactly the right moment To say hey do you have any New Year's goals?

00:33:42: Come and join a gym.

00:33:44: And that is always The critical question what Is the goal of your brand Your product and when does it Make the most sense to be out there?

00:33:53: Alright I mean we could go deeper on endemic versus non-endemic Brands but i'm keeping an eye On time.

00:33:59: What I want to say before We wrap up We're going to keep diving deeper into this with every episode today.

00:34:05: It was a great first serve and alongside the podcast, it's also happening in other formats.

00:34:14: Flo recently did a DSP webinar And then next one is coming up soon.

00:34:19: You are very welcome to join.

00:34:21: you can interact with Flo directly.

00:34:23: we'll link it on the show notes And our goal is really to give you the best possible understanding of Amazon DSP.

00:34:30: So, you can evaluate for yourself.

00:34:32: does this make sense for my brand?

00:34:34: Is there potential here?

00:34:36: or maybe it's genuinely not the right fit?

00:34:39: For whatever reason The important thing is that your able to evaluate properly and understand it properly.

00:34:46: A hundred percent!

00:34:47: Honestly thats exactly what you are doing with this whole series its education.

00:34:52: Education matters so much because When you can talk to someone at the same level of knowledge, You achieve so much more together than if you're constantly talking past each other or talking down to someone.

00:35:04: Together... ...you always get further then alone Yeah and a lot more fun too.

00:35:08: My pleasure really Absolutely Bye!

00:35:11: That's our mission that is our goal.

00:35:13: I'd say let us go And also A Lot More Fun Than Doing It Alone right Flo.

00:35:19: thank-you So Much.

00:35:20: i thought this was a genuinely great episode.

00:35:23: Really enjoyed.

00:35:23: it will figure out a catchy title for this one too.

00:35:28: You'll see it now that you're listening and then we'll see each other back here soon at the DSP campfire.

00:35:36: until then take care bye-bye.