As part of its Prime Video upfront presentation,
Amazon Ads announced a new advertising tool -- "Dynamic TV Creative" -- an AI-powered process that can “personalize” interactive video ads on premium streamers based on shopping behavior.
"Dynamic TV Creative" can customize an advertiser’s creative ad in a few different ways, including “modifying’” the creative format based on viewer familiarity with the
product, or changing a "call-to-action" to "Add to Cart," "Send to Phone," "Save to Cart" or "Visit Brand Store."
In addition, headline copy of an ad “based on awareness versus
consideration” stages can be changed in the purchase, as well as product details such as Amazon Prime benefits, or pricing.
Although it is AI-enabled, the feature will not write or
produce new copy for an ad message.
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Dynamic TV Creative will use deterministic signals from Amazon Ads' graph technology of its customers -- especially shopping information -- which can reach
90% of U.S. households.
Generally, deterministic data can include login emails, user IDs, or hashed data which specifically identifies a user with near 100% certainty.
The tool will be
available to U.S. advertisers selling products on Amazon from select ad categories including consumer packaged goods, fashion and electronics.
Among other improvements, Amazon Ads believes
this will help with viewer fatigue, especially when it comes to high frequency issues with consumers viewing the same message many times.