Amazon Ads launched eight new marketing solutions at its annual Unboxed event. New features and tools will enhance brands’ ability to tell their stories and build more connections with customers, the eCommerce giant announced.
Amazon prioritized three core elements at UnBoxed- Reach, Relevance, and Results – amid an increasingly fragmented media landscape and rising omnichannel expectations. Amazon will likely capture more media spend if advertisers find the new features appealing, particularly among advertisers who sell products on the platform.
Alan Moss, VP of global ad sales at Amazon Ads that no one except the brand itself can tell a brand story and educate the customers about their products. As quoted by Adweek, further added,
“And we’re striving to help brands accelerate this by creating differentiated interactive experiences that can help them tell their stories and cultivate long-term relationships across video, audio, display and brand shopping experiences both within and beyond our store.”
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Take a closer look at the unboxed customer-centric marketing solutions:
Interactive Video Ads
With, Amazon is adding an interactive feature to streaming TV ads on the IMDb TV app on Fire TV using a “Send Me More Info” voice command. This will allow viewers to ask for product details via email or QR code to visit the brand’s landing page on Amazon.
The company debuted other voice call-to-action prompts like “Add to Cart,” “Add to List” and “Buy Now.” in the U.S in May.
In a survey by eMarketer, Amazon’s market share in the US rose to 10.3% in 2020, reaching $15.73 billion, as ad revenues from Amazon Fire TV, Twitch, and IMDb TV surged.
Interactive Audio Ads
Similarly, Amazon Music is giving its listeners a natural feel with the options for Alexa prompts like “Remind me,” “Send me more information” or “Add to cart” after hearing a brand message on Amazon Music’s ad-supported tier. Alexa will recognize the product featured in the ad and add it to the cart or set a reminder for it. The interactive audio ad product is in limited beta testing in the U.S.
For example, consumers will receive mobile notifications if a brand is streaming live on Amazon Live. Customers simply click the ‘Follow’ button to follow a brand that is included as a part of the shopping experience. Per Amazon figures, there are more than 20 million brand follow connections. This feature will help brands foster longer-term, loyal connections with consumers.
As quoted by Adweek, Moss said that consumers will see more content and products of the brands they love across Amazon.
“Our vision for Brand Follow is to help brands create a community of advocates and enable them to reward and grow a loyal shopper base in Amazon’s store and, importantly for customers, Brand Follow offers a way to personalize their shopping experience.”
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Sponsored Display in live streams on Twitch
Twitch will integrate sponsored display ads in its live stream. Earlier this year, Twitch started running the self-service format, sponsored display ads in its browse tab and directory pages. Nevertheless, it is the first time display placements will appear around its core live streaming offering reaching 30 million visitors each day.
Amazon Marketing Cloud(AMC)
For the relevance portion, Amazon Marketing Cloud, a platform launched in January, is now closely integrated with Amazon DSP. Advertisers can upload their own pseudonymized data sets and query to AMC along with data sets from their Amazon Ads campaigns. Moss says,
“We’re continuously enhancing AMC’s capabilities based on user feedback—reducing query times, adding a simple user interface that complements our API, and enabling brands to bring their own data sets into their AMC instance.”
New instructional query library
Instructional query library is a part of AMC expansion that provides templated analytics queries across a range of measurement options.
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Amazon announced a new measurement tool Brand Metrics. Reports are updated every week. Data includes information such as how many shoppers have considered a brand based on product detail page views or brand searches, and the value of shopping engagements based on sales generated over a 12-month period. Utilizing predictive consideration and sales models, brands can also see their awareness and consideration indices compared to competitors. This report gives a detailed insight to marketers into brand engagement and what strategies are resulting in sales
Amazon Brand Lift
Amazon Brand Lift helps advertisers to launch surveys and solicit responses from Amazon shopper panel data. Brands can quantify the impact for six different campaign objectives like awareness, preferences, and intent Survey results are available within two weeks of a survey launch. Amazon said to provide insights on the “percentage of respondents who report being aware of a brand or not, or that are likely to purchase from a brand.” It is currently in beta and available in the U.S.