- Amazon Live is integrating reporting signals to Amazon Marketing Cloud (AMC), giving advertisers the flexibility to trace impressions, views and clicks for live shopping campaigns, per details shared with Marketing Dive.
- The recent product complements the Amazon Live shopping channel launched last yr that mixes content, creator-led demonstrations, shopping and promotional assets in a streaming environment.
- Previously, brands needed to depend on high-level aggregated reports that were 30 days old. The recent signals offering, by providing access to actionable data more quickly than was previously available, could help advertisers higher leverage consumer interest in creator content and drive sales.
While Amazon has been quietly backtracking on social commerce, it continues to ramp up shopping capabilities across its streaming offering Prime Video, including with the launch of Amazon Live last yr. Amazon already has a robust play here with powerful retail media and e-commerce businesses which have the potential to collapse the shopping journey from awareness to buy.
The recent signals offering, by providing access to actionable data more quickly than was previously available, could help advertisers make the most of the interest in creator content. Using the information, advertisers can gain deeper audience insights, discover which products, creative and creators resonate most and construct custom audiences.
“By connecting Amazon Live’s creator-led content with comprehensive measurement, advertisers can now see exactly how these engaging experiences influence purchasing decisions,” said Wayne Purboo, vice chairman, Amazon Shopping Videos, in an announcement. “This integration gives brands the insights to optimize creator partnerships and content strategies, transforming live shopping right into a measurable component of their marketing mix.”
In one use-case, GE used Amazon Live signals to judge how its Amazon Live campaign assets performed against its broader campaign. Using a 14-day attribution window, customers who saw the Amazon Live campaign content had a 2.5-times higher purchase rate, a 7.6 higher detail view page rate and a 9.7-times higher branded search rate over customers who saw other ads.
Amazon Live signals is currently available as a limited beta for some customers within the United States and can be available as an open beta this summer.
Amazon, like Google, TikTok, Meta and other digital platforms, has been trying to close the loop on promoting by embedding shopping capabilities more deeply in content. The news arrives at a time when interest in live commerce is powerful. However, it stays unclear how big the chance is for driving sales via live video.
Read the complete article here
