Watching TV at home, our CEO Andrew Banks was surprised to see a leading UK food brand promoting out-of-stock products direct on the Fire TV Homepage…
… and he was even more surprised when, more than two weeks later, the same products – still out of stock – appeared again.
“I held off posting (on LinkedIn) as it could have been just a moment in time and a short term out of stock,” says Andrew.
Citing it as just one example why brands selling on Amazon and using DSP in their upper funnel need to ensure seamless communication between internal teams and their media and trading agencies, it’s the commercial impact that concerns him the most.
“I dread to think how much media spend has been wasted here over the last two weeks,” Andrew adds.
So what’s the solution?
“If you’re looking to use DSP to drive sales on Amazon, then you simply must ensure the ownership and co-ordination of that activity comes from your Amazon team, not marketing,” Andrew advises.
If using an agency, then work with an Amazon Agency for your DSP, not a broader media buying agency.”
Want more insights from Andrew? Make sure to follow him on LinkedIn.
And if your brand needs to revisit your DSP Agency partners, speak to our expert team today.