What are Sponsored Display Ads on OTTO?

What Sponsored Display Ads are

Sponsored Display Ads, SDA for short, are image ads on fixed ad spaces. OTTO shows them on otto.de and in the OTTO Publisher Network, according to OTTO on more than 1,500 websites and apps outside otto.de. You choose who the ad reaches through targetings from OTTO's data on customers, products and context. That also lets you address people again who have already viewed your item. OTTO shows the ads as banners, for example as a skyscraper or billboard.

For marketplace sellers, OTTO generates the ad from your product data, with your item and the OTTO name. You don't have to design any banners for it.

How they differ from Sponsored Product Ads on OTTO

With both, a real-time auction decides the price. A click on Sponsored Product Ads costs at most your bid, and the lowest bid is 0.20 €.

How to book Sponsored Display Ads on OTTO

As a marketplace seller you book Sponsored Display Ads yourself in OTTO Partner Connect, under „Marketing“ → „Marketing Services buchen“ (Book marketing services), just like Sponsored Product Ads. According to OTTO Advertising, it's also possible with advice, in the Managed Service.

Which OTTO sellers Sponsored Display Ads pay off for

An impression isn't a click yet and a click isn't a purchase yet. In practice, Sponsored Display Ads pay off mainly when

• your Sponsored Product Ads already run below your target ACoS and you want more buyers than the search brings,
• your item has enough margin to also pay for buyers who only buy later,
• you want to bring back buyers who have already viewed your item.

With a tight margin or no Product Ads running, the money is better spent in the search, in practice, because that's where someone is looking for what you sell.

What you see on OTTO without software

You only see your Sponsored Display Ads numbers in the partner portal, in the „Marketing“ area. They don't come through the OTTO Market API, the interface for software, because its advertising area only covers Sponsored Product Ads and their reports. So no program can evaluate or steer Sponsored Display Ads through the API. Whether they paid off is something you work out yourself from costs and sales.

Worked example: what a click through impressions costs on OTTO

With Sponsored Product Ads, your acacia chair brings in 200 clicks at 10,000 impressions through the keyword “gartenstuhl holz”, for 50 € of ad spend, so 0.25 € per click. Say you spend the same 50 € on Sponsored Display Ads, at 5 € per 1,000 impressions, and 2 out of 1,000 impressions end in a click.

Here the click through the banner ad costs ten times as much. In return it reaches buyers who weren't searching for garden chairs. For both, work out how many sales have to carry the cost, with your target ACoS as the limit. How to find it is covered in What is a good ACoS on OTTO, and how do I calculate it?