This year, we saw performance impacted by a few variables never before experienced.
a PLTFRM Company
451% Increase in Purchase Rate Using VENDO’s DSP Strategy
Dec 15, 2024
451%
Increase in Purchase Rate
10%
Increase in Reach
Context
Firstly, we saw the COVID e-commerce spike trend down a bit, which was indicated by consumers falling back to in-store shopping on Black Friday at a higher rate. As a result, Sunday and Cyber Monday performed the best of the 5-day main event, which runs from Thanksgiving Thursday to Cyber Monday. Black Friday still saw a lift but not as profound as the last couple of years.
Secondly, Amazon ran 2 Prime Day events in the same year for the 1st time ever, with the 2nd event, “Prime Early Access Sale” (dubbed Fall Prime Day), occurring in October only about 5-6 weeks before Black Friday/Cyber Monday promotions began. Because of this, consumers got a head start on their holiday shopping earlier than ever.
Third, there was a mass Amazon Advertising Console technical glitch, resulting in underspending on Black Friday.
Nevertheless, VENDO was able to deliver on wins for its brand partners as detailed below.
Context
A supplement brand was stuck in a cycle of stagnant growth with their Return on Ad Spend (ROAS). After exhausting Sponsored Ads strategies on Amazon, they sought a fresh approach to connect with consumers and reinvigorate their ad performance.
Tactics
Through VENDO’s partnership with Amazon, the brand was able to activate Amazon DSP to unlock untapped opportunities for growth. Starting with low-funnel retargeting and mid-funnel prospecting, the strategy focused on re-engaging people who had interacted with Sponsored Ads and reaching new shoppers to drive conversions.
| People Not Exposed to DSP | People Exposed to DSP | |
|---|---|---|
| Reach | 5,014,827 | 972,970 |
| Purchasers | 16,394 | 17,705 |
| Purchase Rate | 0.33% | 1.82% |
Conclusion
After just a few months of leveraging Amazon DSP, the brand was able to reach an additional 500,000 shoppers per month. Moreover, the audience exposed to DSP ads experienced a staggering 451% increase in purchase rate compared to those who were not exposed to DSP.