• by Laurie Sullivan  @lauriesullivan, 8 hours ago

Amazon Live signals in Amazon Marketing Cloud (AMC) to give advertisers more information on impressions, views, and clicks into live shopping campaigns.

These signals improve performance by adding to the signals already available — streaming, shopping, and browsing — all intended to help drive incremental performance and measured outcomes.

Wayne Purboo, vice president of Amazon Shopping Video, explained how connecting Amazon Live’s creator-led content with comprehensive measurement, advertisers can now see exactly how these engaging experiences influence purchasing decisions.

Insights to optimize creator partnerships and content strategies change live shopping into a measurable part of their marketing mix, he said.

The feature launched Monday in the U.S and was announced at Cannes Lions in France.

Brands previously relied on broadcast-level aggregated reports available only after 30 days. Now they can access ad-level reporting, a custom reporting option, and a larger variety of metrics.

The integration now enables them to understand viewer demographics and behaviors through custom reports, analyze creator engagement, customer paths to conversion, audience overlap with other channels, and see how Amazon Live fits into an overall marketing plan.

Advertisers can identify the products, content creative, and creators that resonate most with specific audience segments, and analyze how different campaign types work together by using unified customer signals to understand the complete path to purchase and measure cumulative reach across media.

They also can determine the creator partnerships that drive the strongest audience engagement and conversions for different product categories.