Amazon have announced a new Advertising feature – Sponsored Display expands Custom Bid Optimisations. Here’s Propel Your Product’s summary of the key information, features and impact.
Date: Mon 6th Sept 21
Feature: Sponsored Display expands Custom Bid Optimisations
Type: Amazon Advertising – Display
Regions: Europe: Germany, Spain, France, Italy, United Kingdom
Accounts: Seller & Vendor
Seller Benefit: Low
Customer Benefit: Low
Importance: Limited
Most Effected Sellers: Sellers who wish to grow their brand presence based on an impressions strategy rather than pure conversion focus.
Summary: Amazon’s Display Advertising is one of their newer Advertising campaign types and replicates the type of advertising more commonly used off a retail site. The new Sponsored display feature allows use of new metric (vCPM) to measure the quality of the impression being achieved. vCPM stands for viewable CPM. It’s a metric used to determine how many people actually see ads on a webpage (views), instead of simply how many people see the website (impressions).
Important: Regardless of targeting strategy, ads with this bid optimisation may only serve on Amazon
Propel Your Product’s view: In most part Amazon’s various Advertising campaigns are all based on one thing – conversion. For the majority of Sellers conversion will still be their main goal and this unlikely to be of interest. Those with a brand marketing budget who are targeting metrics such as impressions, recognition, association and recall will be most likely to put this new Display Advertising feature to use to better measure their return on investment and compare more closely with off-Amazon campaigns.
Feedback: Whether a Seller, Vendor, Brand or Customer – we love to know your thoughts, questions and feedback in the comments section.
Amazon Announcement: Amazon’s full announcement below:
What’s been launched?
We’ve expanded our bidding controls for Sponsored Display campaigns; now advertisers and registered sellers in CA, DE, FR, ES, IT, IN, JP, the UAE, the UK and the US can select “Optimise for Viewable Impressions” to help create product awareness. When selecting this optimisation, advertisers can express their bids for a viewable impression with vCPM charging and access Click + View attribution for metrics such as ROAS to help understand the value of their awareness efforts.
Why is it important?
Audience discovery through Sponsored Display product targeting and Sponsored Display audiences enabled advertisers to use broad targeting to introduce their products to new yet relevant audiences while still driving performance to help grow their business. Now “Optimise for viewable impressions” helps these advertisers extend reach, value the efforts of their awareness campaigns with Click + View attribution, and pay for this value using vCPM charging. Regardless of targeting strategy, ads with this bid optimisation may only serve on Amazon, and Sponsored Display reporting helps these advertisers optimise campaigns and learn more about addressable audiences.
Where is the feature available?
- North America: United States, Canada
- Europe: Germany, Spain, France, Italy, United Kingdom
- Middle East: United Arab Emirates
- Asia Pacific: Japan, India
Who can use it?
- Vendors
- Registered Sellers
Where do I access it?
- Advertising console