Amazon is revolutionising the advertising landscape with its bold move into non-endemic retail media advertising. Traditionally, Amazon’s advertising focused on promoting brands and products directly sold on its platform. However, a new trend is emerging—non-endemic advertising on this dynamic marketplace.
Understanding Endemic vs. Non-Endemic Advertising
Endemic Advertising
Endemic advertising focuses on marketing products that are available on Amazon. Advertisers utilise retail media data to promote these products, specifically targeting consumers who are already browsing and shopping on the Amazon platform.
Non-Endemic Advertising
Conversely, non-endemic advertising aims at industries that do not sell products on Amazon. This includes fields such as services or big-ticket items like cars. Brands that provide products or services outside of Amazon’s inventory use Amazon’s DSP and audience data to reach potential new customers.
Practical Advice for Non-Endemic Brands
Non-endemic brands must reevaluate their perception of Amazon Ads. It is no longer just a platform for consumer products but a powerful tool for a broader range of advertisers. Amazon’s insights into purchasing behaviours can reveal signals that align with the targeting goals of non-endemic brands.
Here are some critical steps to get started:
- Understand the Basics: Learn the fundamentals of Amazon Ads, including its features, targeting capabilities, and various ad formats. This knowledge is crucial for crafting an effective advertising strategy.
- Explore Targeting Options: Amazon Ads offers diverse targeting options, such as behavioural, contextual, and demographic targeting. Research these options to effectively reach your desired audience.
- Experiment with Ad Formats: Familiarise yourself with Amazon’s various ad formats, including display ads, video ads, and custom creatives. Determine which formats best suit your brand’s message and target audience.
- Leverage Data: Utilise data provided by Amazon’s DSP to create precise and effective ad campaigns. Amazon’s extensive customer insights can help tailor ads to resonate with your target audience.
- Start Small and Learn: Begin with a modest budget to test and gather feedback. Advance successful ideas and discard those that don’t perform well. This iterative approach helps build expertise and stay ahead of competitors.
Making the Most of Non-Endemic Advertising Opportunities
Non-endemic retail media advertising presents a unique opportunity for brands not selling on Amazon to leverage Amazon Ads and Amazons data. By targeting a diverse audience and combining sales data with impression data, non-endemic brands can engage a receptive audience more likely to convert. By harnessing Amazon’s vast audience and advertising tools, non-endemic brands can explore new growth avenues and connect with new customers.
Benefits of Running Non-Endemic Ad Campaigns
- Access to Amazon’s Proprietary Data: Leverage Amazon’s robust first-party data for valuable insights into consumer behaviour and purchasing patterns, enabling more targeted campaigns.
- Increased Brand Awareness and Revenue Streams: Extend reach beyond the typical audience, building brand awareness among new users and opening up new revenue streams by advertising directly on Amazon.
- No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can start their advertising journey on Amazon without the burden of a minimum spend requirement, making it accessible to a diverse range of brands.
- Amazon DSP Capabilities: Enhance campaign capabilities with Amazon’s DSP, enabling programmatic media buys, advanced audience targeting, and access to various ad formats.
- Connect with Primed-to-Purchase Customers: Utilise Amazon’s extensive customer base to connect with customers actively seeking relevant products or services.
- Enhanced Targeting and Audience Segmentation: Create highly specific audience segments using Amazon’s vast dataset, leading to increased website traffic, lead generation, and improved conversion rates.
- Brand Defence: Utilise data segments and inventory to bid for placements where competitors might otherwise be, helping to capture potential customers.
Non-endemic retail media advertising on Amazon offers unprecedented opportunities for brands to reach new audiences and drive growth. By leveraging Amazon’s data and advertising tools, brands can craft precise, effective campaigns that resonate with customers and outpace competitors.
If you’d like to learn more about Amazon’s non-endemic advertising capabilities or would like a DSP partner agency to help you on your journey, contact us today.
