Bedsure taps into the power of AMC and APC to boost campaign reach and performance on Amazon DSP

In today's highly competitive digital landscape, brands are constantly seeking innovative strategies to enhance their brand visibility and engage with their desired audiences. Bedsure, a leading home goods brand on Amazon, has demonstrated its commitment to these goals by embracing industry-leading ad tech solutions in collaboration with agency Xmars. The challenge faced by Bedsure, is the dual need to efficiently grow relevant campaign reach while also achieving impactful advertising outcomes.

To address the challenges of expanding their campaign reach and relevancy through Amazon DSP, Bedsure collaborated with a leading broadcaster to leverage the newly announced capabilities from unBoxed of Amazon Marketing Cloud (AMC) and Amazon Publisher Cloud (APC). This integration of powerful ad tech solutions has opened a new chapter in Bedsure's ability to connect with its core audiences. By tapping into the broadcaster's unique streaming TV insights in conjunction with their own first-party customer signals, Bedsure was able to reach its intended audience in a highly impactful and relevant way.

AMC audience-powered deals on APC represents a first-of-its-kind innovation, empowering advertisers like Bedsure to activate more efficient and better-performing campaigns in Amazon DSP. Bedsure’s activation was informed by their custom AMC audiences, the broadcaster's proprietary first-party signals, and exclusive insights from Amazon Ads. This bespoke collaboration allowed Bedsure to overcome the challenges posed by the evolving addressability landscape and curate a highly customized deal that delivered superior campaign performance.

The results of this collaboration have been nothing short of impressive. By activating their own unique AMC audience-powered APC deal, the campaign successfully reached Bedsure's intended audience, achieving 2.2X times higher reach among their desired audience, when compared to a control run-of-network (RON) programmatic guaranteed (PG) deal¹.

The incremental reach achieved through this curated PG activation was particularly noteworthy, as it overlapped fewer than 2% with Bedsure’s other always-on advertising channels within Amazon DSP. This demonstrates the ability of the combined AMC and APC use case to unlock new audiences for Bedsure, beyond the reach of its regular activation tactics.

The impact on purchase conversion rates was equally compelling. Analysis of user behavior paths through AMC revealed that audiences reached by this campaign had a purchase rate that was 10% higher than organic traffic audiences, with average trade values increasing by 130%.

Bedsure's leadership team was understandably pleased with these results. "The integration of AMC and APC has opened a new chapter in reaching our core audience through impactful ad formats and premium media environments. We are pleasantly surprised to find such an efficient way to connect with our users," said Bedsure CEO Josh Zhu. "Embracing industry-leading ad tech solutions is in our brand's DNA. Deep dives into AMC revealed that consumers reached by APC PG demonstrate a stronger purchase intent and higher product price points."

Leveraging AMC and APC signals has proven to be an indispensable part of Bedsure's future marketing strategy on Amazon. "The curated PG offers us an efficient solution for navigating the advertising landscape while enabling us to reach our core audience at a lower cost," Zhu added.

The agency that facilitated this collaboration, Xmars, echoed Bedsure's sentiments. "Ensuring that media dollars are driving maximum results is a top priority for our clients," said Tony Wang, co-founder of Xmars. "We’re able to unlock even more value on Amazon DSP using our brand partners' proprietary information in secure collaboration with Amazon Ads signals, plus insights from top broadcasters to create enriched deals. This increases the effectiveness of our campaigns across the funnel and delivers much greater value for advertisers."

The success of Bedsure's collaboration with a leading broadcaster via Amazon DSP demonstrates the power of leveraging industry-leading ad tech solutions to reach and engage desired audiences. By embracing innovative strategies that combine the strengths of solutions like AMC and APC, brands can navigate the evolving advertising landscape and achieve impactful results in their pursuit of brand visibility and consumer engagement.