Amazon Ads 'unBoxes' Eight Ad/Measurement Tools

Amazon Ads today kicked off its two-day unBoxed conference, introducing several marketing solutions its developer team built to support brands.

Today the focus turns to reach, relevance and results as the company pushes to support brands in their advertising and marketing investments.

This year at NewFronts, Amazon Ads introduced Interactive Video Ads in beta in the U.S., taking a passive ad-viewing experience and turning it into one that invites customers to take action by using their voice or remote.

Advertisers can include voice calls-to-action (CTAs) with these ads, such as “Add to Cart,” “Add to List,” or “Buy Now,” directly in Streaming TV ads in the IMDb TV app on Fire TV.

With today’s announcement, Amazon Ads introduces another shopping action, “Send Me More Info.”



It enables viewers to request product details via email or by scanning a QR code on a screen to visit a brand’s landing page.

Brands can run 10- to 30-second audio ads on Amazon Music’s ad-supported tier, and include voice CTAs, so customers can engage with the ad.

For example, after hearing an Interactive Audio Ad while listening to something on Amazon Music’s ad-supported tier via an Alexa-enabled device, customers can ask Alexa to “Remind me,” “Send me more information,” or “Add to cart.”

Those words cue Alexa into the featured product in the ad. Alexa will add the item to the cart or set a reminder.

Amazon Ads is currently running a limited beta for U.S. advertisers.

Amazon Ads also launched Brand Follow to help brands build long-term loyal connections. There are more than 20 million Follow relationships today between shoppers and brands.

This feature offers customers a way to follow brands they love. Shoppers get mobile notifications when a brand is about to stream on Amazon Live, for example.

To follow a brand on Amazon customers click the “Follow” button, included as part of the shopping experience.

There is a feature through which customers may see deals from brands they follow when they visit the Amazon home page.

Twitch -- Amazon’s gaming platform that has an estimated 30 million average daily visitors -- got a lift with self-service Sponsored Display ads that brand can create in minutes.

The ads already appear on Twitch browse tab and directory pages. Now they will integrate with Twitch live streams, creating another option for brands in the U.S., U.K., Canada, France, Germany, Italy, and Spain.

Understanding the relationship between relevance and results across marketing efforts is part of the ad process, and requires complete analysis of all media.

Amazon Marketing Cloud (AMC), now offered when Amazon DSP is available, helps brands plan, measure, and optimize Amazon advertising events such as impressions and clicks, and their own data sets.

Capabilities are improved based on brand feedback. Improvements like reducing query times, adding a simple user interface, and enabling brands to bring their own “pseudonymized” data sets into AMC, and query them alongside event-level data sets from their Amazon Ads campaigns.

A new instructional query library provides templated analytics queries across a range of measurement options. Advertisers can choose to run these queries with one click, or customize them based on their needs.

Since reaching the correct audience requires precision, Amazon Ads built Brand Metrics, a self-service measurement tool that goes beyond ad-attributed actions to help brands quantify and optimize their performance in Amazon’s store, based on shopping engagements that can help to predict actual sales across the marketplace.

Reporting is updated weekly, and includes information such as the total number of shoppers who have considered a brand based on product detail page views or brand searches, and return on engagement that provides the value of shopping engagements based on sales generated over a 12-month period.

Brand Metrics is in beta and available in the U.S., U.K., Canada, France, Germany, Italy, Japan, and Spain.  

With Amazon Brand Lift, advertisers can easily launch studies to glean fast, reliable, and actionable insights that help brands understand the impact of their marketing efforts.

Brands can quantify impact for six different campaign objectives — such as awareness, preferences, and intent — based on survey responses from an opt-in panel of Amazon shoppers.

Surveys can be created in a few minutes using templates in Amazon DSP.

Reporting is typically available within two weeks of a survey launch and provides insights such as the percentage of respondents who report being aware of a brand or not, or that are likely to purchase from a brand.

The product is available in beta in the U.S.

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