For VPs and E-commerce Directors, optimizing advertising investments is of paramount importance. With the rise of programmatic advertising and Demand Side Platforms (DSPs) like Amazon DSP, traditional TV is gradually losing its monopoly. Whether you sell your products on Amazon or not, Amazon DSP could be a great marketing option to consider.

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1. Unrivalled targeting accuracy thanks to Amazon's exclusive data

With Amazon DSP, brands gain access to targeting based on Amazon's proprietary data, including online shopping behavior. Compared with traditional TV campaigns, which are often based on general socio-demographic indicators, Amazon DSP enables users to be targeted on very specific purchasing criteria. This translates into more relevant advertising messages, delivered to a qualified audience likely to convert quickly.

2. Flexibility and agility in the delivery of your messages

Unlike traditional TV campaigns, which often require advance space booking and long-term commitments, Amazon DSP offers great flexibility. You can adjust, segment or even stop a campaign in real time, depending on performance or changes in the market. This agility is crucial for adapting quickly to fluctuations in demand, particularly during sales periods, vacations or specific events.

3. Real-time measurement and optimization to maximize return on investment

With Amazon DSP, brands benefit from real-time metrics, enabling detailed measurement of reach, frequency and engagement. This ability to track every step of the user journey is a clear improvement over the basic metrics of traditional TV campaigns. By adjusting ad spend based on performance, brands optimize their advertising budgets and increase their ROI.

4. Extended reach with a variety of formats and an omnichannel strategy

Amazon DSP enables ads to be served on third-party sites, boosting brand visibility beyond Amazon and reaching a wider audience. By combining visual, video and audio formats, brands can tailor their messages according to context and audience behavior. In contrast, TV campaigns are limited to video format, and don't capture the web or mobile audience as effectively.

5. The opportunity to segment audiences granularly for each campaign

Finally, Amazon DSP offers more granular audience segmentation than traditional TV. VPs and e-commerce managers can design personalized strategies for various audience segments, based on interests, buying habits and online behaviors.

In conclusion, adopting Amazon DSP into a marketing strategy offers targeting precision, adjustment flexibility, real-time effectiveness measurement, omnichannel reach and advanced segmentation that traditional TV campaigns can't match. For brands wishing to maximize their visibility with their target audiences in the coming months, Amazon DSP is positioned as a powerful and innovative lever.

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