*Specifications correct at time of publishing, and are subject to changes by Amazon.*
Amazon Demand Side Platform (DSP) is an intelligent software tool that allows you to programmatically buy ads to reach audiences on and off Amazon. Although you might be asking yourself, “Isn’t that just sponsored display ads?”. But unlike Amazon’s sponsored display ads, DSP ads can be utilized by brands that aren’t necessarily registered on Amazon.
With the DSP you can retarget lapsed customers on and off Amazon as part of a managed or self-service tool. It allows you to reach customers in more places than ever before with the helping hand of either Amazon itself, or a third party.
When working with Amazon DSP, it’s vital that you understand the nitty gritty of the specifications for the various types of DSP ads as they can be displayed in a variety of different endpoints. If you don’t have all the information around DSP specs, you could be missing out on optimisation of ad-budget and fully effective operations across the DSP.
That’s why we’ve created this practical resource on the specifications associated with different DSP ads so you can be prepared for all eventualities. We’ve broken it down into four sections on each of the ad types so you don’t miss a thing.
For more general information: Check out our blog on everything you need to know about Amazon’s DSP, what it is and how to master it — What is Amazon DSP? How to get started and advanced strategies
Amazon DSP: Desktop and Mobile Browser Static Display Ads
What is a static display ad?
Simply put, static ads are advertising images that don't change. They are typically made up of an image, ad copy and a call to action.
Static display ad specs
It’s vital to make sure that you’re hitting the right specs, especially with static display ads. They are the most basic and, therefore, the most commonly used ads out there.
Desktop ads specs:
Mobile ads specs:
Why choose static display ads?
Amazon DSP’s static display ads are a great choice if you’re looking to advertise to potential and existing customers on Amazon as well as on other sites around the web. Creating static display ads with DSP for desktop and mobile browsers will ensure that you’re covering both channels that cater to different consumers.
Top tip: Desktop and mobile channels have their own benefits and outcomes from Amazon DSP targeting. Make sure you’re bearing that in mind when choosing which channel to display your static display ads on. And to truly optimize your efforts through persona targeting, you need to improve your customer analytics function through Amazon and beyond it.
Amazon DSP: Mobile App Static Banner Ads
What is a static mobile banner ad?
Mobile banner ads are the rectangular ads that are typically displayed on the top or bottom or your screen when you’re on your phone scrolling through websites, search pages, etc… You name the site (if they permit ads), there’s probably a banner ad (whether that be static or animated). These are sticky ads that are fixed whilst you scroll on the site and may refresh automatically after certain periods of time.
Mobile app static banner ad specs:
Amazon DSP mobile gives display advertisers the opportunity to target mobile users across high quality third-party mobile apps. These are available across a range of devices, whether that be iOS, Android or Fire Tablet.
Why choose static banner ads for mobile?
Mobile advertising has an audience size of nearly 200 million more users than desktop.1 And that’s only expected to grow with a prediction that mobile digital advertising will be worth £282.5 billion worldwide by 2023.2
Aside from the huge potential audience size, they're the second highest revenue generating ad format. The point of mobile app banner ads is that they are a less intrusive advert that seamlessly fits into the user’s mobile experience. In a world where Apple’s frequent Safari updates are weeding out badly made banner ads, misunderstanding ad specs leaves you at risk of wasting time and money spent in ad creation that may not see the light of day.
Amazon DSP: Video Ads, OTT and OLV
What are OTT and OLV ads?
- Over the Top (OTT): Refers to an endpoint that receives or streams digital content to streaming devices like phones, tablets, laptops and TVs, that is on streaming apps. Therefore, OTT ads are adverts that are delivered to OTT platforms or devices through streaming media. These can be between streaming TV shows, social media apps, games, and YouTube videos.
- Online video (OLV): These ads are just that — video ads that are online, that is, on websites.They refer to video content in the form of adverts that combine attention-grabbing visuals with brand-narrative to introduce your brand, explain products and drive awareness with new customers. They are most often used for big brand awareness campaigns.
Video, OTT and OLV ad specs
What’s great about video, OTT and OLV ads is that they can be received and interacted with across a huge variety of devices and sites on Amazon or beyond. Getting a grip on the specs of video ads is key to success — given that video also sensibly includes audio, there’s a whole other level of specs to master.
Pro tip: To understand the differences between these ads further, check out this blog for specifics: Amazon DSP Video Ads: How Why Where When
Why choose video, OTT and OLV ads?
As we know with the rise of platforms such as Netflix and Amazon Prime (to name a few), streaming is quickly overtaking TV, with people watching content on the train, in the lift and even under their desks at work. It’s no surprise that with such a big streaming audience, OTT ads may just become the go-to choice for advertising. Amazon DSP helps your adverts find their relevant audience and places your ads between their favorite streaming content.
Pro tip: For more information on how to leverage the power of OTT ads through the DSP, check out our blog — What is Amazon DSP? How to get started and advanced strategies
The same goes for OLV ads. There is so much potential time and space to advertise to online video watchers. In 2020, senior marketing executives confirmed that they spent more than 20% of their marketing budget on paid video and expected their video budget to increase even more this year.3
However, because there’s so much competition and video content flying around, it’s key that your video ads really capture a consumer’s attention. Having a grip on the specs of video ads as outlined above will help to optimize your efforts.
Amazon’s Brand Safety API
Brand safety measures are designed to keep a brand’s online reputation intact by assuring that any adverts you produce are free of negative associations, not to mention inappropriate content.
All advertising materials must be submitted in advance for approval from Amazon and go through Amazon’s Sponsored Display Brand Safety API. This API is available to vendors and sellers registered within Amazon Brand Registry, and runs ads onsite and offsite on third-party sites and mobile apps. With the API, you’ll have more control over where your ads are delivered off Amazon to protect your brand and block any reputation-damaging sites. The way to do that is to create a Brand Safety List of entire domains or subdomains you wish to prevent your campaigns from showing up on.
From CTAs to size to icons, Amazon’s approval and brand safety process ensure your ads are in line with their ad guidelines. On top of that, it also protects your brand from problematic associations and placements.
Don’t forget! Advertisements intended for the use of Amazon DSP must feature the Amazon logo and the correct CTA when linking to Amazon sites.
Why is brand safety important?
Brand safety is all about protecting the trust that your customers and potential customers have in your brand. Actively regulating and engaging in brand safety will see you making the most of ad monetisation opportunities and keeping your brand equity undamaged. Importantly for your bottom line, you’ll avoid wasting any money spent on an advertising campaign that could not just flop but actually harm your business.
Optimize your DSP efforts with Nozzle
Once you’ve mastered the Amazon DSP specs on your ads and are beginning to create more demand, it’s key that you keep up the momentum by tracking and reporting on the performance of those ads. The best way to do that is to invest in a tool like Nozzle, which will intelligently track your ads and deliver detailed and actionable insights on performance. That way, you’ll be prepared and clued up on all DSP ad eventualities.
Nozzle makes use of unique features that give you unparalleled ad insights into customer purchase analysis that Amazon DSP doesn’t. Let’s take a look at them:
- Accurate rolling retention rates: Our platform defines and reports on your retention rates, meaning you can understand just how many customers return to your brand and identify where you should focus your retargeting efforts.
- Repeat purchase analysis: Accurately identify your customer lifetime value (CLV) to pinpoint which ASINs are performing best and, therefore, which products to advertise more. Then, all you have to do is watch your advertising cost of sale (ACoS) break even!
- Sales analysis: Nozzle uncovers peak performance for your products, that is, by time of day, day of the week, and month. That way, you can make the most out of them in your advertising efforts.
- Trial Conversions: Understand if your gateway products are performing as expected. Highlight and identify the products that have the best cross-purchase rates.
- Deal Analysis: Define success on your deals for the first time. Split between new to brand, repeat and reactivated customers, understand whether running deals is a net positive for each of your products.
All of the information you glean from using Nozzle helps you go from not just understanding the specs of Amazon DSP ads but actually knowing how best to deploy and improve those marketing strategies. Ultimately, you’ll see an improvement in your ad spend and ROI across all devices and endpoints. Don’t believe us? Book a demo and see for yourself!