How Seiko used display ads and Amazon DSP to drive conversion

The company

Seiko is an innovative watch company focused on precision, utility, and beauty. Seiko's founder, Kintaro Hattori, had a vision to be "always one step ahead of the rest," and this vision has inspired the company through over a century of watchmaking. In 1969, Seiko launched the Seiko Quartz Astron, the world’s first quartz watch. In 2012, they launched the Seiko Astron, the world’s first GPS solar watch.

The challenge

Seiko wanted to build on the success of its search campaigns and drive consideration and conversion for its products on Amazon.

The solution

To achieve these goals, Seiko used Amazon’s in-market audience segments to reach relevant customers with display ads both on and off of Amazon through Amazon DSP. Finally, the brand leveraged the creative flexibility of display ads to showcase their brand values and updated their creative throughout the length of the campaign to highlight relevant holidays, such as Father’s Day.

The results

  • 110% increase in keyword searches of advertised brand or products during the campaign period (vs. pre-campaign period)1
  • 112% increase in organic impressions for the brand products during the campaign period (vs. pre-campaign period)2
  • 1.3X higher ROAS for search and display combined vs. the search-only average
Branded search and earned media/organic exposure on Amazon.

Note: There are a range of inputs that impact changes in branded search and earned media/organic exposure on Amazon.
Sources: Amazon Internal Data.

1 Branded search: % change in indexed keyword searches of advertised brand or products during the campaign period vs. pre-campaign period.
2 Earned media (organic retail impressions): % increase in organic impressions for the brand products during the campaign period (vs. pre-campaign period)