- Amazon Ads unveiled a slew of recent capabilities for advertisers at its annual UnBoxed conference, including an “all-new” experience across the Amazon Demand-side Platform (DSP), per a press release.
- The platform also introduced a self-service generative artificial intelligence (AI) creative studio and audio generator tools that can assist advertisers scale the reach of their ads, per a separate release.
- Amazon Ads as well as launched recent capabilities that bring together full-funnel insights to assist advertisers optimize their media investments. The recent tools and features could help attract advertisers as Amazon’s ad services revenue growth rate begins to decelerate.
Like the developer conferences run by tech giants Meta and Apple, Amazon’s UnBoxed provides the corporate a chance to showcase how its latest bells and whistles can assist advertisers reach consumers and make sales. Amazon holds a number one position within the growing retail media space due largely to its ability to satisfy consumers across the acquisition journey.
Amazon DSP’s revamped user experience looks to simplify campaign creation with a brand new consolidated display line-item feature that reduced campaign setup time by 75% in early tests. The platform can even provide recent insights and recommendations gleaned from machine learning that help advertisers adjust their campaigns. In addition, Amazon announced plans to unveil a campaign management hub in 2025.
Other recent features include frequency cap controls. Advertisers that piloted the answer saved as much as 26% of their campaign budgets from spending on duplicate impressions and produced as much as 21% incremental reach. The capabilities “exceed those of other DSPs,” Omnicom Media Group Chief Activation Officer Megan Pagliuca said in an announcement.
Amazon Ads can also be launching an ads data manager that enables advertisers to bring together first-party data from providers like Salesforce and use it across Amazon DSP and Amazon Marketing Cloud (AMC) to deploy, measure and optimize campaigns. The platform will enhance Performance+, Amazon DSP’s AI-powered, automated optimization capability.
Amazon also built on the September launch of an AI-powered video ad generator with a brand new audio generator that creates 30-second audio ads that may complement other campaign assets at no additional cost. The tool is out there in beta to all U.S. advertisers via Amazon DSP.
Eventually, the audio tool can be a part of Amazon’s AI creative 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 product photo, page or asset that may then be used across Amazon’s portfolio, including amazon.com, Prime Video and Twitch. The studio provides brands with unlimited cupboard space and is out there in beta for select U.S. advertisers today.
Amazon Ads also announced several recent capabilities that seek to assist advertisers with full-funnel campaign performance. The company unveiled a fully-managed service around recent product campaigns that helps brands introduce products through ads across Amazon’s properties and other publishers — helping advertisers reach consumers the handfuls of times which might be often needed before a purchase order occurs.
Amazon is at the identical time launching high-value audience and optimal frequency evaluation solutions through AMC. Honest Kitchen used the latter solution to enhance Amazon DSP campaign performance, helping the CPG brand increase impressions by 23% and Amazon.com product detail page views by 44% while maintaining an analogous budget. To meet marketers’ needs around multichannel campaign measurement, Amazon Ads will begin to test multi-touch attribution later this yr, with a full roll out 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 within the U.S., U.K., Australia, Austria, Canada, France, Germany, Italy, Mexico and Spain.
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