Ralf is looking to run a full-funnel campaign using Amazon DSP. They are planning to run a video campaign focused on driving reach and a display campaign using ASIN retargeting to drive conversions. What type of campaign would you recommend to further support this strategy?
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Correct answer: Display campaign using lifestyle and in-market audiences to help drive consideration for their brand.
Why this is the answer
A full-funnel Amazon DSP strategy should connect upper-funnel reach with mid-funnel consideration and lower-funnel conversion. Lifestyle audiences and in-market audiences help reach shoppers whose interests or shopping signals indicate relevance to the brand. This fills the gap between broad video reach and ASIN retargeting , which is more conversion-focused. Adding a consideration-focused display layer helps move audiences closer to product evaluation before retargeting.
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