OMD helps Dacia Bigster deliver 52.6% of views with 9.4% of budget on Amazon DSP

Goals

As a non-endemic brand—one that doesn't sell products directly on Amazon—Dacia, a leading European automotive brand known for delivering dependable, no-nonsense vehicles, needed to prove that Amazon Ads could deliver full-funnel results for automotive brands.

Following their launch of Bigster in May 2025, Dacia set out to build awareness and consideration for their first-ever entry into Spain’s C-SUV segment—a category where the brand had no prior equity, no established audience, and no track record.

Other brands had years of brand investment behind them, and C-SUV segment advertising investment had surged 284% year-on-year. With a limited digital budget and only a two-week campaign window in November 2025, Dacia could not match other brands at comparable scale. The Bigster’s conversion rate also sat five points below the Dacia average, meaning the campaign needed to drive not just awareness but also consideration and purchase intent—all while maximizing every euro spent.

Dacia partnered with OMD—a global media agency that's part of the Omnicom Network and an Amazon Ads advanced partner—to prove that strategic intelligence could overcome budget constraints. They used Amazon DSP as the campaign's audiovisual engine to reach high-intent audiences across premium video environments.

Approach

OMD’s core strategic decision was to allocate just 9.4% of the digital budget to Amazon DSP while tasking it with delivering the majority of completed views—winning on intelligence rather than spend. The strategy operated across four complementary lines designed to maximize reach, relevance, and efficiency simultaneously.

First, Programmatic Guaranteed placements on premium streaming TV ads environments—including Disney+ and HBO Max—delivered 25-second video ads in high-attention contexts where linear TV no longer reached with the same efficiency. These placements ensured the Bigster appeared alongside premium content, building brand credibility in a segment where perception matters.

Second, a curated deal line leveraged a proprietary semantic intelligence product to build custom audiences based on real browsing interests and intent signals of the Bigster’s audience, delivering video ads across automotive-related inventory. This approach allowed OMD to engage consumers already showing active interest in the C-SUV category without relying on broad demographic assumptions.

Third, an open inventory line applied Amazon Audiences automotive affinity segments to scale video reach at very low cost while maintaining audience relevance. This layer extended the campaign’s footprint beyond premium environments, ensuring frequency and scale without sacrificing the quality of audience engagement.

Finally, a unified measurement layer tracked views, key online indicators, commercial offers, and trade-in requests daily, enabling real-time budget optimization between the three delivery lines based on actual funnel contribution. This closed-loop approach meant every euro was continuously redirected toward the highest-performing line.

Results

Amazon DSP delivered results that far exceeded expectations across every metric. With only 9.4% of the digital budget, the campaign generated 52.6% of total digital completed views—2.3M views—more than doubling the planned 26% delivery share and proving that strategic allocation could outperform raw spend.¹

Cost per view (CPV) reached €0.0087, making Amazon DSP 2.26x more efficient than other awareness video lines in the media plan.² The cost per quality website conversion for the two lines within Amazon DSP leveraging custom audiences and Amazon Audiences automotive affinity segments was 5.4x more efficient than the rest of the awareness actions—a result that validated the audience-first approach.³

Perhaps most remarkably, lines planned purely for branding generated 13 high-intent conversions—including eight trade-in requests and five commercial offers—demonstrating full-funnel impact beyond the awareness objective.⁴ Click-through rate on clickable video exceeded the goal by 60%, reaching 0.24% against a 0.15% benchmark.⁵

For non-endemic brands, the campaign offers a compelling proof point: Amazon Ads' audience intelligence and premium video environments can drive measurable awareness, consideration, and intent—even without a direct purchase path on Amazon. Dacia's results demonstrate that strategic allocation and audience-first planning on Amazon DSP can help brands beyond the Amazon store succeed in highly saturated categories.

Sources

^1-5 Dacia, Spain, 2025.