Amazon Ads has introduced a suite of advanced advertising capabilities at its annual UnBoxed conference, marking a significant step in enhancing its demand-side platform (DSP) and integrating cutting-edge artificial intelligence (AI) tools. These updates aim to empower advertisers with innovative resources to optimize their campaigns and better engage consumers across Amazon’s extensive ecosystem.
New Features to Transform Advertising Experience
The centerpiece of Amazon’s announcements is an all-new experience for the Amazon DSP, which streamlines campaign creation and management. The revamped platform features a consolidated display line-item that has been shown to reduce campaign setup time by an impressive 75% during early testing. Advertisers can also leverage machine learning to receive actionable insights and recommendations, which will help fine-tune their marketing strategies.
Additionally, Amazon has launched a self-service generative AI creative studio, allowing advertisers to create ad assets from a single product image or page. This innovative tool aims to simplify the creative process and enhance scalability, enabling brands to deploy engaging advertisements across various Amazon platforms, including Amazon.com, Prime Video, and Twitch.
Maximizing Advertising Budgets and Campaign Effectiveness
Another notable feature is the introduction of frequency cap controls, which have already proven successful in pilot tests. Advertisers utilizing this feature reported savings of up to 26% on campaign budgets by avoiding duplicate impressions and achieving a 21% increase in incremental reach. Omnicom Media Group’s Chief Activation Officer, Megan Pagliuca, praised these capabilities, stating that they “exceed those of other DSPs.”
To further enrich advertisers’ experiences, Amazon Ads has introduced an ads data manager. This tool allows brands to integrate first-party data from platforms like Salesforce, enabling a more seamless campaign deployment and measurement process across Amazon DSP and Amazon Marketing Cloud (AMC).
Expanding Advertising Reach and Insights
Amazon is also expanding its advertising offerings by launching high-value audience solutions and optimal frequency analysis through AMC. These enhancements aim to boost campaign performance, as demonstrated by Honest Kitchen, which saw a 23% increase in impressions and a 44% rise in product detail page views without adjusting its budget.
Looking ahead, Amazon is testing multi-touch attribution to enable comprehensive multichannel campaign measurement, with plans for a full rollout in 2025. The company also plans to extend ads on Prime Video to several countries, including Brazil and Japan, following its initial rollout in multiple regions earlier this year.
With these exciting developments, Amazon Ads is positioning itself as a formidable player in the advertising landscape, offering innovative tools that meet the evolving needs of marketers while enhancing the consumer shopping experience.
