Amazon Brand Lift: A Critical Tool for DSP Advertisers
- Advertisers can now design, launch and view reporting of Amazon Brand Lift studies
- Data offers quantifiable numbers into how Amazon Ads are driving awareness, purchase intent and ad recall
It’s only November, and the gifts keep coming from Amazon. Late last month, Amazon announced search volume, sales, and competitor data would be launching in early 2022 on Seller Central, and last week, they announced more exciting news. Advertisers can now design, launch, and view reporting of Amazon Brand Lift studies from within the Amazon DSP console.
This data will allow advertisers to have better insight and quantifiable numbers into how Amazon Ads are driving awareness, purchase intent, and ad recall. Amazon Brand Lift is leveraged by the Amazon Shopper Panel, which is an invitation-only, opt-in program and standalone mobile app. Participants earn monthly rewards by sharing receipts from purchases made outside of Amazon.com, and also complete short surveys.
More About Amazon Shopper Panel
Amazon Shopper Panel has a sizable and engaged community, which provides concrete and objective marketing goal results. An example includes reporting that details how much an advertiser’s campaign has impacted a percentage of respondents who report being aware of a brand, or interested in purchasing from a brand.
Since the participants in the Shopper Panel earn rewards through non-Amazon purchases, the new Amazon Brand Lift reporting could mean potential native offline sales studies from Amazon in the future. Having the knowledge of a purchase made in a brick and mortar store or another retailer would be a game-changer for DSP advertisers.
What Does This Mean for Your Brand?
The Amazon Brand Lift provides a number of customization options, including surveying shoppers on brand recall relative to competitors, specific products being advertised, and more. It requires a $50K minimum DSP investment over a 30 day period, and the recommended minimum impression is 2 million.
The survey customization allows brands to select four questions from a bank of nine standardized options. Questions include brand awareness vs. competitors, attitudes in regards to a brand, brand quality assessment, shopping intent based on brands, ad recall, brand favorability, and preference.
Our DSP team is eager to hit the ground running in leveraging Amazon Brand Lift studies, and plan to begin testing on DSP campaigns for clients with an awareness/consideration goal. With the busy holiday season already in full swing, we are anticipating launching testing in early 2022.
Thinking of leveraging Amazon Brand Lift studies for your brand, but could use a strategic partner? We’re happy to help! Contact us today to talk about the new studies and more.
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