Navigating Amazon Advertising Understanding Ad Types and Placements

Which Ad types are
available where?
Overview of where different ad types can be
accessed.
1

Ad types on Amazon
Amazon offers advertisers a variety of ad types among several advertising solutions. These
include sponsored ads (Sponsored Products, Sponsored Brands, and Sponsored Display),
display, video, and custom ads.
2

Sponsored ads include Sponsored Products, Sponsored Brands, and Sponsored Display
3

Display ads are powered by the Amazon DSP
4

Video ads are powered by the Amazon DSP
5

Custom ads range from live events to digital locations
6

Sponsored Products
● Target customers with high purchase
intent
● Cost-per-click ads, often the first choice
for advertisers due to their affordability
and impact on product visibility
● Appear within shopping results
● Promote specific products
● Blend seamlessly with Amazon's native
interface
● Lead shoppers directly to the product
detail page
● Accessible on both desktop and mobile
platforms
● Managed through Seller Central or the
advertising console 7

Sponsored Brands
● Target customers with high purchase
intent
● Cost-per-click ads aimed at boosting
awareness and driving sales
● Appear on product detail pages, as well as
at the top, within, and at the bottom of
shopping results
● Showcase a custom headline, logo, and a
set of products
● Can direct to a Store, product listing page,
or product detail page
● Accessible on both desktop and mobile
platforms
● Managed through Seller Central or the
advertising console 8

Sponsored Display
● Facilitates rapid creation of display
campaigns, regardless of budget size
● Targets audiences interested in categories
related to your promoted product or
reengages non-purchasing customers who
viewed your product page
● Boosts product awareness, consideration,
and conversion through ads displayed on
and off Amazon
● Allows for swift setup of display
campaigns that operate both on and off
Amazon
● Leverages automation and machine
learning for campaign optimization
● May appear on desktop, mobile sites, and
apps, both on and off Amazon, based on
the chosen targeting strategy
● Accessible via the advertising console
● Note: Currently available only in the 9

Display ads
● Display ads, powered by Amazon DSP, come
in various formats and enhance product
visibility across the customer journey stages
● You can showcase your own products for
cross-selling or up-selling, and promote
other items in your category to highlight
your broader range
● Advertisers have the flexibility to customize
their creative solutions
● They can lead to the product detail page, a
Store, brand website, or a custom detail
page
● Display ads are placed in multiple locations,
both on and off Amazon
● They are accessible on desktops, mobiles,
and various devices
● They are sold on a CPM (cost-per-thousand
impressions) basis
● Available through the Amazon DSP or 10

Video ads
● Video ads extend beyond traditional TV
formats, allowing you to convey your
brand message to pertinent audiences
across various content-viewing
platforms
● Clickable video ads offer customers the
option to be directed to your product
page on Amazon, your website, or any
other online destination
● Video ads can be accessed through
Amazon DSP or a managed service
11

Types of Video Ads
1. In-stream video: Video ads that appear within video content—either before, during, or
after—are known as in-stream video. You can use in-stream video ads on unique
inventory such as IMDb TV* to reach audiences on the largest screen in the house
2. Out-stream video: Out-stream video ads do not appear within video content and
typically use space reserved for a display ad on a website or app
12

Custom ads
● Custom ads, uniquely crafted by our
creative team for your brand, offer a high-
impact solution that can yield significant
results
● They reach customers through
unconventional means, allowing for
experimentation with new approaches
● Custom ads elevate media campaigns by
integrating tailored advertising solutions
13

Which ad types are available where?
Amazon Ads offers several self-service tools and managed services for advertisers to set up
and manage their campaigns. Click each site below to review which ad types are accessible
where.
14

Platform: Seller Central
1. Sponsored Products
2. Sponsored Brands*
3. Sponsored Display*
Note: *Available for professional sellers enrolled in the Amazon Brand Registry.
15

Platform: Advertising Console
2. Sponsored Brands
16

Platform: Amazon DSP
1. Display Ads
2. Video Ads
17

Platform: Managed Services
1. Display ads powered by Amazon DSP
2. Video ads powered by Amazon DSP
3. Custom ads
18

Ad placements
The Amazon ad types can be placed across a variety of brand-safe inventory, including
Amazon's retail sites, Amazon owned & operated properties, Amazon devices, and third-
party sites. This topic will introduce you to these options and help you determine which are
available for your campaigns.
19

Amazon's brand-safe inventory
Amazon ads may appear on a variety of brand-safe inventory.* This inventory allows you to
showcase your brand or product on websites, apps, and devices, on and off Amazon - from
sponsored ads that appear in shopping results and on product pages, to video ads on Amazon
sites and across the web.
**Availability varies by advertiser country
20

Ads on Amazon's retail sites
Ad types available for this placement:
1. Sponsored Ads
2. Display Ads
3. Video Ads
Note: Place ads on Amazon's retail sites to reach customers at all stages of their shopping
journey.
21

Ads on Amazon O&O sites
1. Sponsored Display
2. Display Ads via Amazon DSP
3. Video Ads Via Amazon DSP
Note: You can reach the entertainment fans on IMDb, the social community of readers on
Goodreads, and digital photography enthusiasts on DPReview.
22

Ads on devices
Note: Ad placements on devices are high-impact, full-screen experiences that engage
consumers.
23

Ads on third-party sites
1. Sponsored Ads
Note: Expand reach beyond Amazon on high-quality inventory. Leverage Amazon's exclusive
first-party customer insights on other sites
24

👉 Next: Which Ad
display where?
Amazon offers a range of ad types across its
and third-party platforms.
25

Platform: Seller Central
2. Sponsored Brands*
26

Platform: Advertising Console
2. Sponsored Brands
27

Platform: Amazon DSP
1. Display Ads
2. Video Ads
28

Platform: Managed Services
1. Display ads powered by Amazon DSP
2. Video ads powered by Amazon DSP
3. Custom ads
29

👉 Next: Which Ad
display where?
Unlocking Amazon Ads: Post #2
30

Ads on Amazon's retail sites
1. Sponsored Ads
2. Display Ads
3. Video Ads
Note: Place ads on Amazon's retail sites to reach customers at all stages of their shopping
journey.
31

Ads on Amazon O&O sites
1. Sponsored Display
Note: You can reach the entertainment fans on IMDb, the social community of readers on
Goodreads, and digital photography enthusiasts on DPReview.
32

Ads on devices
Note: Ad placements on devices are high-impact, full-screen experiences that engage
consumers.
33

Ads on third-party sites
1. Sponsored Ads
Note: Expand reach beyond Amazon on high-quality inventory. Leverage Amazon's exclusive
first-party customer insights on other sites
34

👉 Next: Which Ad
display where?
Unlocking Amazon Ads: Post #2
35

What is Amazon DSP?
● Amazon DSP, short for Amazon Demand-Side Platform, is an advanced advertising
platform that enables businesses to purchase and oversee display, video, and audio ads
programmatically.
● It grants access to Amazon's extensive user base, both on and off the platform, allowing
advertisers to target specific demographics and interests.
● Through its sophisticated optimization capabilities, it empowers businesses to efficiently
reach their desired audience.
36

Display Ads
● Tailorable with your own creative
solutions
● Maximizes product visibility across
customer journey stages
● Enables cross-selling and up-selling of
your products
● Showcases alternative products within
your category
● Allows for creative optimization based
on performance
37

Video Ads
● Communicate brand value and
storytelling effectively
● Cater to customers interested in
using video for product and brand
exploration
● Extend campaign reach by
engaging potential customers
● Illustrate benefits and usage,
particularly for products requiring
visual demonstration
● Serve as a valuable tool for
entertainment advertisers,
featuring trailers and videos. 38

Amazon DSP creative types
When you choose to leverage Amazon DSP for your display advertising campaigns, you will
need to select among several creative types.
Creative types in Amazon DSP include:
● Display ads with online retail creative
● Amazon served ads
○ In-app image creatives
○ Desktop and mobile web image creatives
○ Video creatives
● Third-party served ads
○ Desktop and mobile web creatives
○ Video creatives
○ In-app creatives
39

Display ads with e-commerce creative
Creative in display ads optimizes automatically based on campaign goals. It's
determined by Amazon's algorithm and selected optimization objectives like click-
through rate, purchase rate, or detail page view rate.
Dynamically optimized ads: Display ads with e-commerce creative allow you to create
high-performing, dynamically optimized advertising creatives for products sold on
Amazon.
Amazon ad features: The Amazon DSP will automatically build all available e-commerce
creative variations, integrating unique and familiar Amazon features, such as:
● Customer review
● Coupon
40

Display ads with e-commerce creative
Customization: Amazon DSP will use machine learning and dynamic optimization to
serve the highest-performing ad creative variation to each audience segment.
Compatibility: This ad type can display on Amazon’s retail desktop/mobile site and app,
third-party desktop/mobile sites and apps, and IMDb’s desktop/mobile site.
41

Amazon served ads
Amazon-served ads can feature image creatives, mobile in-app creatives for third-party
apps, Amazon mobile shopping website and app creatives, IMDb mobile web and app
display creatives, or video creatives.
● Image ads need your own jpeg/png/gif creative. For awareness campaigns, opt for
high-impact options like billboards for greater visibility.
● Amazon served video creatives can be uploaded as H.264, MPEG-2, or MPEG-4;
Audio: MP3 or AAC. Consider using video ads to illustrate the benefits and use of a
product, advertise trailers, or entertain potential customers.
42

Third-party served ads
Third-party served ads are creatives stored on a third-party server that Amazon’s ad
systems will serve based on a provided code. These ads use approved third-party
servers and tags.
● Third-party served ads can be used on third-party desktop and mobile sites, third-
party apps, third-party video, and Amazon O&O. The server will push the ads to the
publisher’s website.
● Storing creative on a third-party ad server makes it easy to refresh ad creative
across campaigns and may provide robust reporting across campaigns via the third-
party tag.
43

Custom creatives
● It's important to note that those
leveraging Amazon's managed
services can work with our in-house
design team to design custom
creatives. Speak with your Amazon
contact for timelines, pricing, and
minimum spend requirements.
44

Navigating Amazon Advertising Understanding Ad Types and Placements

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