Diving brief:
- Amazon Ads revealed a host of new features for advertisers at its annual UnBoxed conference, including an “all-new” experience on the Amazon Demand-side Platform (DSP), by a press release.
- The platform also introduced a self-service generative artificial intelligence (AI) creation studio and audio generation tools that can help advertisers extend the reach of their ads. by a separate version.
- Amazon Ads in addition launched new capabilities which bring together comprehensive funnel insights to help advertisers optimize their media investments. New tools and features could help attract advertisers like Amazon’s advertising services the rate of income growth begins to slow.
Dive overview:
Like developer conferences hosted by tech giants Meta and Apple, Amazon’s UnBoxed offers the company an opportunity to show how its latest features can help advertisers reach consumers and make sales . Amazon holds a leadership position in the growing retail media industry, largely due to its ability to meet consumers throughout the entire shopping journey.
Amazon DSP’s revamped user experience aims to simplify campaign creation with a new consolidated display line item feature that reduced campaign setup time by 75% in early testing. The platform will also provide new insights and recommendations powered by machine learning that will help advertisers adjust their campaigns. Additionally, Amazon announced plans to unveil a campaign management center in 2025.
Other new features include frequency limiting controls. Advertisers who tested the solution saved up to 26% of their campaign budget from spending on duplicate impressions and generated up to 21% more reach. The capabilities “exceed those of other DSPs,” said Megan Pagliuca, director of activation for Omnicom Media Group, in a statement.
Amazon Ads is also launching an Advertising Data Manager that allows advertisers to gather first-party data from vendors like Salesforce and use it across Amazon DSP and Amazon Marketing Cloud (AMC) to deploy, measure and optimize their campaigns. The platform will enhance Performance+, Amazon DSP’s AI-driven automated optimization capability.
Amazon also built September AI-powered video ad generator launched with a new audio builder that creates 30-second audio ads that can complement other line items at no additional cost. The tool is available in beta to all US advertisers through Amazon DSP.
Ultimately, the audio tool will be part of Amazon’s AI creation studio, which currently brings together the platform’s image and video capabilities. The studio helps advertisers use AI to generate ad creative from a single photo, page or product element that can then be used across Amazon’s portfolio, including amazon.com, Prime Video and Twitch. The studio offers brands unlimited storage space and is available in beta today for select US advertisers.
Amazon Ads also announced several new features aimed at helping advertisers with comprehensive campaign performance. The company unveiled a fully managed service around new product campaigns that helps brands showcase products through ads on Amazon properties and other publishers, helping advertisers reach consumers dozens of times, which is often necessary before a purchase takes place.
Amazon is simultaneously launching high-value, high-frequency audience analytics solutions through AMC. Honest Kitchen used the latter solution to improve Amazon DSP campaign performance, helping the CPG brand increase impressions by 23% and Amazon.com product detail page views by 44% while maintaining a similar budget. To meet marketers’ needs for measuring cross-channel campaigns, Amazon Ads will begin testing multi-touch attribution later this year, with full rollout planned for 2025.
Additionally, Amazon will expand ads on Prime Video, which began rolling out in January, to Brazil, India, Japan, the Netherlands and New Zealand in 2025. Prime Video ads are currently available in the United States. United States, United Kingdom, Australia, Austria, Canada, France, Germany, Italy, Mexico and Spain.
