The E-commerce sector in Southeast Asia is an explosive growth engine, with total GMV exceeding $114 billion in 2023. Marketplaces like Shopee, Lazada, and Amazon are not simply sales platforms; they operate as sophisticated, data-rich Retail Media Networks (RMNs). For brands looking to maximize their Return on Ad Spend (ROAS) on these platforms, success requires an integrated paid media approach and a precise marketplace strategy.

This guide explores the strategic paid media imperatives for driving high-performance campaigns across the region’s leading marketplaces.

Orchestrating On-Site and Off-Site Integrated Media

A fundamental principle for high marketplace ROAS is treating media investment as a cohesive, full-funnel system that manages demand efficiently. Our strategic approach aligns all media efforts to a single, ROI-driven outcome, recognizing the specialized function of each channel within the consumer journey.

The integration works by ensuring demand generated externally is efficiently captured internally on marketplaces:

• Off-Site Channels (e.g., Meta, Google) drive Demand Generation and span the entire full-funnel media strategy, acting as the engine for incremental customer acquisition.
• On-Site Marketplace Ads (e.g., Lazada Sponsored Solutions, Shopee Marketing Solutions, Amazon Ads) focus on Demand Capture at the Bottom of the Funnel, serving as the final barrier to ensure existing platform demand is converted into a sale.

Collaborative Performance Advertising Solutions (CPAS) Ads

CPAS is the crucial technology that enables integrated media strategies by connecting social platforms like Meta with marketplace data, solving tracking and personalization challenges for external traffic.

The Core Benefits of CPAS:

• Audience Synergy: Leverages the marketplace’s first-party purchase data to create highly segmented audiences on social platforms (e.g., cart abandoners, recent browsers), driving performance with off-site media.
• Catalog Integration: Uses the shared marketplace product catalog (fed by Shopee Marketing Solutions or Lazada Sponsored Solutions) to power Dynamic Product Ads (DPAs). This automatically personalizes the ad (showing the exact product the user browsed) for significant ROAS lift.
• Conversion Campaigns: Enables brands to run true conversion-optimized campaigns on external platforms, with conversions tracked and attributed directly by the marketplace’s server.

By mastering this integrated approach, brands connect social demand generation directly to marketplace conversions, ensuring both efficiency and scalable growth as part of their robust marketplace strategy across platforms like Amazon.