Amazon increasingly has become a destination for consumers to discover products. The company introduced a variety of solutions Wednesday at its unBoxed conference to assist brands in introducing new products, as well as track, optimize and measure campaign performance.
“Advertisers have been able to use Amazon ads for new product campaigns, but this is a managed service that puts all the pieces of a full media plan together with key elements to ensure inventory is available, when the campaign is ready to run,” says Paula Despins, vice president of ads measurement at Amazon Ads.
Product campaign supports everything from media buying to creative for multiple ad formats and channels. It launched as a managed service on Wednesday during Amazon’s unBoxed conference, assisting brands in introducing new products to customers within the first 90 days of launch through advertising placements across Amazon’s properties, as well as broadcasters and publishers.
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Through campaigns and consistent messaging, the advertisers’ customers can discover and learn about the products.
A customer could see an ad for an easy-to-use espresso machine while watching Prime Video, for example.
A week or so later, they may hear an ad for that espresso machine on Amazon Music and learn that it is designed to save counter space.
While shopping in the Amazon store the next time, they may see a display ad for the same espresso machine that highlights it’s Prime-eligible. By this time, familiarity with the product puts them closer to a purchase.
Despins says a feature called Audience Bid Boost can increase the bid to serve an ad to ensure that as someone moves across devices, they are more likely to see the ad.
Amazon Ads' measurement and optimization ad technology called Multitouch attribution became available to advertisers today as part of the new suite. It integrates insights from across the marketing funnel to help advertisers optimize media. It also simplifies product launches.
Advertisers can integrate first-party data with Amazon Ads signals to understand the customer journey and build and activate audiences.
The product introduces no-code capabilities in its interface to enable any Amazon advertiser to find advanced audience and measurement insights that can help them to optimize campaigns.
High-value audience and optimal frequency analyses are two solutions that are launching. It can help advertisers visualize how customers are distributed by total spend levels during a period of time. They can create related audience segments in a few clicks and activate them in future campaigns.
With optimal frequency, advertisers can monitor how key performance indicators (KPIs) such as conversion rate and return on ad spend (ROAS) change as ad interactions increase. They then can determine the most efficient frequency caps for campaigns.
Honest Kitchen, a CPG brand, used optimal frequency to improve their Amazon DSP campaign performance.
After better understanding their cross-campaign ad frequency, Honest Kitchen adjusted its daily frequency caps to increase impressions by 23% and Amazon.com product detail page views by 44% based on the same prior budget, Amazon said.
Custom attribution models use advanced machine-learning models to analyze trillions of shopping, streaming, and browsing signals to determine the impact of ad interactions through a combination of media such as TV streaming and online video that work together. It gives a measurement of conversion for each.
For example, if an advertiser uses streaming TV, display, Sponsored Products, and other ad types in their campaigns, multitouch attribution will show the relative contribution of each tactic to sales.
Amazon Ads will start to test multitouch attribution later this year, with a full rollout planned for 2025.
Helping advertisers to understand the insights from multitouch attribution, Amazon Ads will launch a conversion path reporting feature to show brands top-converting paths to purchase from the previous 30 days.
For example, advertisers might see their TV ad serving up in their top-converting paths and learn how it helped drive conversions through lower funnel channels.
Conversion path reporting provides an image to help understand what the AI has understood from the data.
It shows top-converting ads, for example, and soon will become available in a self-service model within ad console and Amazon DSP reports. It is currently in closed beta, but will become available to U.S. advertisers in open beta later this year.
When measuring immediate sales to understand the impacts of upper-funnel tactics on outcomes, long-term sales insights can estimate the sales a brand can expect to generate during the next year based on how effectively their campaign moves new-to-brand shoppers down the purchase funnel.
A customer may click on an ad and engage with a brand for the first time by visiting their product page and continue on to purchase from that brand months later.
With long-term sales insights, that campaign now receives credit for the new product page visit based on the historical outcome from customers who have also visited a product page.
Frequency also is important. “You will want to look at how many times the ad should be shown,” Despins says. The campaign is being optimized as it runs, but if it does well, the advertiser may want to create a high-value audience to put more of their budget behind it.