Dive Brief:
- Amazon Ads unveiled a slew of new 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 help advertisers scale the reach of their ads, per a separate release.
- Amazon Ads in addition launched new capabilities that bring together full-funnel insights to help advertisers optimize their media investments. The new tools and features could help attract advertisers as Amazon’s ad services revenue growth rate begins to decelerate.
Dive Insight:
Like the developer conferences run by tech giants Meta and Apple, Amazon’s UnBoxed provides the company an opportunity to showcase how its latest bells and whistles can help advertisers reach consumers and make sales. Amazon holds a leading position in the growing retail media space due in large part to its ability to meet consumers across the purchase journey.
Amazon DSP’s revamped user experience looks to simplify campaign creation with a new consolidated display line-item feature that reduced campaign setup time by 75% in early tests. The platform will also provide new 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 new features include frequency cap controls. Advertisers that piloted the solution saved up to 26% of their campaign budgets from spending on duplicate impressions and produced up to 21% incremental reach. The capabilities “exceed those of other DSPs,” Omnicom Media Group Chief Activation Officer Megan Pagliuca said in a statement.
Amazon Ads is also launching an ads data manager that allows 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 new audio generator that creates 30-second audio ads that can complement other campaign assets at no additional cost. The tool is available in beta to all U.S. advertisers via Amazon DSP.
Eventually, the audio tool will be 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 can then be used across Amazon’s portfolio, including amazon.com, Prime Video and Twitch. The studio provides brands with unlimited storage space and is available in beta for select U.S. advertisers today.
Amazon Ads also announced several new capabilities that seek to help advertisers with full-funnel campaign performance. The company unveiled a fully-managed service around new product campaigns that helps brands introduce products through ads across Amazon’s properties and other publishers — helping advertisers reach consumers the dozens of times that are often needed before a purchase occurs.
Amazon is at the same time launching high-value audience and optimal frequency analysis 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 around multichannel campaign measurement, Amazon Ads will start to test multi-touch attribution later this year, 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 in the U.S., U.K., Australia, Austria, Canada, France, Germany, Italy, Mexico and Spain.
