Utilizing Amazon Marketing Cloud to Illustrate the Benefits of DSP & OLV in a Full-Funnel Strategy
What We’re Celebrating:
By employing Amazon Marketing Cloud (AMC) to showcase the benefits of Amazon DSP and Online Video (OLV) ads within a full-funnel strategy, we encouraged a brand that sells in France (FR) and Germany (DE) to invest in the upper-funnel tools full-time. Here’s a sneak peek at some of our findings across both marketplaces:
DSP and OLV generated +101% incremental reach in FR and +94% incremental reach in DE on top of Sponsored Ads.
Conversion paths that included DSP and/or OLV had 4X – 6X higher purchase rates than a conversion path with Sponsored Ads alone.
Overview:
A GO client that has a presence in both FR and DE was only leveraging Sponsored Ads within their advertising strategy. This caused them to miss out on larger audience segments that are obtained via upper-funnel tools such as Amazon DSP and OLV. Because DSP and OLV are typically awareness and consideration drivers, we needed a tool to help us prove to the client that these ad types would help them generate:
Additional sales on Sponsored Ads.
Incremental reach and sales that Sponsored Ads couldn’t achieve.
We brought AMC into the fold to quantify the impact that these upper funnel tactics would have in relation to their Sponsored Ads. This would encourage the brand to transition from simply testing DSP and OLV to having them always on within their media mix.
The Challenge:
The client hadn't used tools beyond Sponsored Ads before our agency partnership, so they needed concrete proof that upper-funnel activations like DSP and OLV could truly benefit their reach and sales within a full-funnel strategy.
The Strategy:
We implemented an upper-funnel test for the client to drive incremental new-to-brand (NTB), launching and managing the following campaign types:
OLV Prospecting
DSP Display Prospecting
DSP Display Retargeting
Once these ad tools were up and running, we began leaning into AMC to prove the added value of DSP and OLV. We specifically utilized AMC’s Path to Purchase report to understand DSP & OLV’s incremental reach, purchases, and NTB customers. The report also allowed us to see and evaluate purchase rates across different paths to conversion.
The Results:
AMC reporting provided the following data points that encouraged the client to have DSP & OLV campaigns always on within a full-funnel strategy:
FR DSP & OLV
+101% incremental reach on top of Sponsored Ads.
+75% incremental purchases on top of Sponsored Ads.
+70% incremental NTB on top of Sponsored Ads.
DSP Conversion Last Touch had a 3.25X higher purchase rate than Sponsored Ads Last Touch.
DE DSP & OLV
+94% incremental reach on top of Sponsored Ads.
+20% incremental purchases on top of Sponsored Ads.
+19% incremental NTB on top of Sponsored Ads.
DSP Conversion Last Touch had an 8.06X higher purchase rate than Sponsored Ads Last Touch.
Top paths to conversion across FR & DE that included DSP and/or OLV showed 4X – 6X higher purchase rates than a Sponsored Ads-only path to conversion.
Need support utilizing AMC to validate your use of upper-funnel media?
Our team is extremely well-versed in the tool, employing it to better understand the shopping journey and which combinations of ad types drive the most optimal reach and sales. Connect with our agency to see how we can use AMC’s capabilities to best support your brand.