Question: 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?
- Display campaign using views remarketing audiences to reach shoppers that previously viewed product detail pages
- Display campaign using lifestyle and in-market audiences to help drive consideration for their brand
- Display campaign using demographic audiences to reach a wide audience
Explanation
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.
Why the other options are incorrect
Option A overlaps with lower-funnel retargeting rather than adding a distinct consideration layer.
Option C supports broad awareness, which is already covered by the video reach campaign.
Source for verification
https://advertising.amazon.com/library/guides/full-funnel-advertising
https://advertising.amazon.com/library/guides/consideration-advertising
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Amazon DSP Certification" page.