Discovery of new audiences through dentsu’s API integration with Amazon Ads helps drive brand lift

Together, dentsu and Amazon leveraged integrations with multiple Amazon Ads APIs (including the persona builder API, audience discovery API, and the overlapping audience API), to connect Amazon’s deep understanding of retail purchase behavior, Prime Video consumption, and more. Information received from Amazon is connected directly into dentsu’s platform, providing next-level retail insights, such as top retail categories purchased, overlapping audiences, and Prime Video insights like top TV shows and movies consumed.

Dentsu’s Global Audience platform leverages their proprietary consumer survey panel, which comprises thousands of attributes to give insights into consumer interests, passions, values, trust drivers, motivations, and needs. Through API integrations, dentsu can now use its panel insights, alongside Amazon Ads information, to develop custom audiences and personas with incremental signals, without reliance on third-party cookies.

Following the development of bespoke audiences, each persona can be seamlessly activated for Amazon Ads campaigns across diverse ad formats, including Prime Video and extended to Amazon Ads direct publishing partners.

The creation of scaled campaigns with personas allows advertisers to measure brand sentiment, leveraging Amazon Brand Lift studies and campaign metrics, including reach and frequency versus alternative campaigns, like linear TV versus Prime Video.

Dentsu worked with their client, Co-op, to design a strategic approach aimed at driving audience growth and enhancing brand awareness. Recognizing the need to build a comprehensive strategy without first-party insights, they leveraged dentsu proprietary insights and Amazon Ads audience intelligence to define key segments. By uncovering these high-potential audiences, dentsu empowered Co-op to help drive favorability and brand preference through advertising campaigns reaching relevant audiences at scale.

Dentsu’s planning teams were able to uncover an ideal custom audience for Co-op—customers who prioritize ethical consumerism, actively support local community issues, and value local over national concerns. This audience prefers brands that reward loyalty, have social and environmental commitments, and offer fair trade products. These audiences scale younger and more affluent audiences, leaning towards streaming TV and in the market for organic products and groceries. Dentsu therefore decided to leverage Prime Video ads to reach Co-op's desired audiences at scale.

Through engaging bespoke audiences, and activating on Prime Video, Co-op experienced a +4 point lift in preference and a +5 point lift in favorability with their younger audience demographic of 25–34 year olds and a +5 point lift for their affluent audience of those with an income band of £50–70k annually.¹ These results have inspired other brands to explore experimentation with dentsu across Amazon Ads.

Having initially launched this integration in the UK, dentsu is actively expanding geographic availability of their technology, allowing more advertisers who leverage dentsu’s Global Audience platform to activate their offline and custom personas directly in Amazon DSP through an automated process. This dentsu and Amazon Ads integration is now available in the UK, Australia, Canada, Germany, Italy, France, Spain, Sweden, and Saudi Arabia, and will launch in additional countries later this year.