Launch announcement
Explore Amazon DSP’s creative offerings with the new creative gallery
10 April 2024
What’s launched?
Creative gallery is the new interface where customers can explore Amazon DSP’s various creative offerings and select the best fit for their campaign goals.
After customers click “Create creative”, they will be directed into the new creative gallery, where they can select creatives under four format tabs: display, video, audio and component-based creative.
Format tabs
Display format allows customers to bring their own well-designed images to target desktop and mobile display inventories across Amazon-owned and third-party-owned sites.
Display format
Component-based creative uses components or product ASIN details to generate many creative variants using a scalable approach. The REC creative is available under Component-based creative.
Component-based creatives
Video format allows customers to target video inventory on Amazon-owned and third-party-owned sites.
Video format
Audio format allows customers to target audio and podcast inventory.
Audio format
Why is it important?
Amazon DSP offers dozens of creative types, but sometimes it’s not easy to choose among those offerings. Creative gallery is a culmination of our multi-quarter effort to both unify fragmented templates of limited use cases and provide a better and more informative navigation interface.
With the launch of creative gallery, we are introducing the hierarchy of format, template and ad experiences.
Format is the highest-level concept in Amazon DSP creative hierarchy. Format primarily maps with media type, which is the first decision tree in customers’ media planning journey. Amazon DSP categorizes creatives offerings into four formats: display, component-based creative, video and audio. Each format includes multiple creative templates and ad experiences.
Creative template is an intake form where customers add their creative inputs such as assets, logo, custom images and ASINs. They can also configure creative settings, such as targeting marketplace and languages. One creative template can be used to generate multiple ad experiences.
Ad experience is used to describe a creative output characterised by a different viewer experience and enabled by different rendering approach. Amazon DSP plans to introduce more ad experiences under such structure.
Where is the feature available?
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom, Sweden, Poland, Belgium, Switzerland, Austria, Finland, Norway, Ireland, Denmark, Luxembourg, Turkey
- Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
- Asia Pacific: Australia, India, Japan, New Zealand, China, Singapore
Who can use it?
- Self-service