Beer, Wine, & Spirits
AU Drives Up To 2.5x Higher Sales on Amazon DSP for Major Beverage & Spirits Company
Goals
- Understand the relationship between attention and conversion metrics on Amazon DSP
- Unlock optimization opportunities to improve campaign efficiency
Approach
- Measure AU across Amazon DSP inventory (display and sponsored ads) in Germany—a market first
- Conduct a conversion analysis comparing the impacts of low, medium, and high-AU exposures
- Identify reinvestment opportunities to increase ROAS
Performance Results
High-AU Spots Deliver Nearly 2.5x Lift in Sales
High-AU placements delivered by Amazon DSP drove 149% higher sales than low-AU media. Inventory includes both Display and Sponsored content on and off Amazon.
AU Correlates to Consistent Lift Across the Company’s Categories & Brands
Optimization Results
Assuming the given spend level and steady ROAS, reallocating 25% of media to higher-AU placements could lead to a 12% increased return in sales.