Publicis Commerce India and Amazon Ads Collaborate to Release Digital Growth Marketing Playbook
Publicis Commerce India has announced the release of the inaugural Digital Growth Marketing Playbook. The playbook, when used in tandem with Amazon Ads, describes how advertisers can embrace a growth marketing strategy, moving away from concentrating on stand-alone campaigns and toward considering how marketing can help achieve overall business growth.
The objective of the digital growth marketing playbook
The purpose of this playbook is to give a marketer’s perspective on growth marketing and to offer specific actions that a brand can take to facilitate growth marketing. It clarifies the top worries that marketers have, with a focus on short- to mid-term growth, especially in response to evolving consumer preferences and behaviors.
It lists the main obstacles that marketers must overcome as rising costs, unpredictable demand, technological disruptions, and heightened competition. The Digital Growth Marketing Playbook provides strategic steps for brands to successfully adopt growth marketing and offers insights into marketers’ perspectives on the strategy, based on a survey of 100 senior marketers. The playbook includes brand-specific strategies that consider the unique opportunities and problems that every business cohort encounters.
CX in digital advertising
The playbook also examines the evolution of the customer experience in digital advertising, adding conversion and retention to the marketing funnel and explaining why it is important for brands to look beyond return on advertising spend (ROAS). Key performance indicators such as customer lifetime value, the share of branded searches, and new-to-brand customers are also highlighted.
Levers of business growth
Three main levers are identified in the playbook for business growth:
- Get new clients: leveraging important events and managing both short- and long-term growth to reach new audiences and progressively increase market segment share.
- Enhance Share of Wallet: Introduce new products and promote expansion with highly valuable customer experiences.
- Boost Loyalty: Long-term success depends on attracting and keeping consumers who are committed to your brand.
Read More: Publicis Groupe Plans €300 million AI Investment, Unveils CoreAI Platform
These company growth levers correspond to important growth marketing strategies that instruct marketers on how to adapt their strategy, adjust execution, and gauge success. Growth marketers are using retail media channels more and more frequently. Retail media is fully understood by 97% of marketers, and 69% of them have used it or are currently using it for growth marketing initiatives.
Use of retail media formats
To improve reach and performance, the playbook suggests utilizing a variety of retail media formats, such as display and video ads in addition to native ad formats. Additionally, it promotes the adoption of an “always-on” advertising approach to raise brand awareness and volume of brand searches.
Here’s what they said
Anshul Garg, managing partner & head at Publicis Commerce India, said,
“Growth marketing goes beyond a mere collection of brand awareness and general promotional marketing strategies. It signifies a shift in the approach to marketing and placing comprehensive growth at its core. Armed with Digital Growth Marketing Playbook’s strategic insights, marketers can fully harness the potential of growth marketing to elevate their businesses to unprecedented levels of success.”
Kapil Sharma, director, of growth customer sales at Amazon Ads, added,
“Growth marketing can help brands across all categories and price points to unlock additional opportunities with strategic and long-term focus towards marketing. The inaugural edition of the Digital Growth Marketing Playbook offers directional steps to brands in the marketing world, providing insights, strategies and practical guidance to help businesses of all sizes achieve their goals.”
Read More: Publicis Groupe ME Appoints Ahmed Younis as CCO for Publicis Communications KSA
Amazon Ads Develops Special Solutions Suite for Advertisers in 2024
Amazon Ads has developed a special solution for advertisers after identifying several major trends that will influence digital advertising in 2024. The broader usage of generative AI, the growing uptake of streaming TV commercials by companies of all sizes, the use of clean rooms for campaign optimization, and the accelerating pace of investments in cutting-edge machine learning models are some of these trends.
Amazon Ads’ Solution Suite for Advertisers
Image generation tool
For the past year, the advertising business has been using generative AI as a semantic, with leaders praising its potential to completely transform creative development. Generative AI is expected to become a crucial tool for advertisers in 2024, enabling the effective creation of visuals for a brand at scale, according to Amazon Ads. Based on a poll done by Amazon Ads in March 2023, about 75% of advertisers said that developing ad creative and selecting creative formats were the biggest obstacles to creating effective campaigns.
Amazon Ads has introduced an image-generating tool for US advertisers taking part in Sponsored Brands campaigns to tackle this. With the help of this generative AI technology, brands will be able to develop lifestyle content. It can greatly enhance ad performance by removing creative limitations.
Sponsored TV for US advertisers
Large brands have always dominated the streaming TV ad market. But according to Amazon Ads, businesses of all kinds will start using the technology in the masses by 2024. Amazon Ads hopes to democratize access to streaming TV advertising with the introduction of Sponsored TV for US advertisers. With no upfront costs or minimum expenditure restrictions, the solution gives the same flexibility as Amazon’s sponsored ads and includes retail-aware, shoppable ad layouts.
Read More: GroupM and Amazon Ads Partner for Creator-Led Shoppable Format
miniTV in India
Additionally, miniTV, an ad-supported free video streaming service, has been launched by Amazon in India. It offers advertisers the chance to engage in brand integrations. The Amazon.in, shopping app, site, Fire TV, and standalone miniTV app are all integrated with miniTV. Young adults, and health- and fashion-conscious consumers who enjoy traveling and trying out new things are among miniTV’s target demographics. Through miniTV advertisements, brands may offer viewers one-click access to their Amazon buying pages, enhancing brand recognition, purchase intent, and brand association without requiring them to exit the app.
Prime Video Ads
Amazon revealed that there will be limited advertisements for Prime Video movies and series worldwide beginning in early 2024. The goal of the move is to maintain and improve the platform’s content offerings while enabling the corporation to make long-term investments in more interesting films and TV series. Channels from Fire TV will be included as well. Fire TV has won over fans in India, where it is now their go-to source of entertainment.
In addition, the company emphasizes that there will be fewer adverts on Prime Video than on linear TV and other streaming platforms. With more than 150 million Fire TV devices sold worldwide, it provides a chance for advertisers to connect with viewers. They can also search and find new content. For an extra $2.99 (about INR 250) each month, users can enjoy Prime Video without any ads. On laptops, tablets, smartphones, and smart TVs, Prime Video provides movies and TV series in up to 4K quality.
Amazon Marketing Cloud (AMC)
Clean rooms are becoming a more popular tool among advertisers for campaign design, optimization, and impact measurement. Clean rooms allow marketers to analyze data from various sources and produce personalized marketing insights. The Amazon Marketing Cloud (AMC), a secure and encrypted clean room solution provided by Amazon Ads, enables advertisers to compile signals and obtain a thorough grasp of consumer behavior across several channels. In addition to reporting on cross-channel media performance, it can be used to supplement Amazon DSP’s reporting features.
Read More: Google Plans to Introduce Programmatic Support for Limited Ads
Amazon Publisher Cloud
Furthermore, Amazon Ads unveiled Amazon Publisher Cloud, the first and only clean room solution. It lets publishers use Amazon Ads insights to examine their first-party signals and optimize programmatic agreements for maximum reach.
Advanced Machine Learning Models
Advertisers need to emphasize relevance, protect the integrity of their insights, and uphold customer trust to reach incremental performance targets. Key tactics will include implementing model-based solutions, developing an engaged audience awareness, and generating outcomes. To remain relevant, advertisers are adjusting to a world without cookies, anticipating further investment in this area.
Amazon Ads expects a spike in investment in advanced machine-learning models. This is due to the constantly shifting consumer landscape and growing concerns around ad relevancy. Amazon DSP advertisers now have access to improved campaign control systems and new, more advanced machine learning models. To assist advertisers in forecasting and reaching highly relevant audiences at the lowest possible cost, these models analyze a variety of signals.
Based on an internal review conducted across US campaigns, Amazon Ads found that modeled audiences offer improved delivery and engagement rates, with a 25% increase and a 12% decrease in cost per click per impression. The average return on ad spend for US Amazon DSP ads has increased by more than one-third. It was largely due to the variety of buy, browse, and streaming signals.
Read More: Amazon Ads and IPG Mediabrands Ink 3-year Deal for Upcoming Prime Video Ads
Amazon Ads and IPG Mediabrands Ink 3-year Deal for Upcoming Prime Video Ads
Amazon’s video advertising division is about to take off. To support the launch of Prime Video Ads next year, Amazon Ads and IPG Mediabrands have inked a three-year deal. When limited commercials for TV series and movies on Prime Video debut in early 2024, the partnership will use Prime Video Ads to connect brands with relevant audiences. With this new offering, IPG Mediabrands is the first media holding company to collaborate with Amazon Ads. The first countries where Prime Video Ads will be available are the United States, the United Kingdom, Germany, and Canada. Later this year, France, Italy, Spain, Mexico, and Australia will be added. In 2024, IPG Mediabrands will provide support to each of these nations.
Key features of Amazon Prime Video Ads
Along with first-look opportunities to test new models and ad formats, as well as content sponsorships in each region, Amazon Ads and IPG Mediabrands will work together to help brands incorporate global Prime Video audiences into their media strategies. With the help of Amazon’s first-party shopping and entertainment insights, IPG Mediabrands advertisers will be able to connect with and engage streaming audiences and generate relevant ad experiences for Prime Video viewers. Additionally, they will be able to use Amazon’s data and research regarding viewers’ viewing and shopping habits to guide their marketing strategies.
How will advertisers benefit from Amazon Prime Video ads?
In September, Amazon announced that Prime Video, one of the last popular streaming services to forgo putting frequent commercial breaks in its films and television series, would begin doing so early the following year. An estimated 115 million people in the US will see Prime Video ads each month. Amazon seeks to have noticeably fewer advertisements than other streaming TV services and traditional linear TV. Simultaneously, it will give advertisers reach, frequency, and the ability to customize their messages, . Currently, a $14.99 monthly Prime Video subscription is included in the $139 annual Prime Subscription. All Prime members will transition to an ad-supported model as part of the plan, but they can choose to continue watching Amazon Prime Video without advertisements for an additional $2.99 per month in the U.S.
The introduction of Prime Video’s ad tier has been eagerly anticipated by advertisers, especially because of the immediate and sizable audience it will provide. In contrast, other streaming services have had difficulty increasing the proportion of their user base that is ad-supported. To help them create relevant ad experiences for Prime Video audiences, advertisers through IPG Mediabrands will also benefit from Amazon’s insights. These are generated through its shopping and entertainment platforms.
Read More: Amazon Enters Generative AI Scene With Its Chatbot “Q”
Competitors serving the ads in the streaming service market
Amazon is making a big advertising push now that several competitors have joined the market. This year, Netflix even tried an upfront sales model. However it has struggled to provide the volume of impressions that many large advertisers claim they require. Additionally, the executive team in charge of Netflix’s outreach to media buyers and marketers has been reorganized. Disney has also allowed advertisements on Disney+.
Amazon Prime – A one-stop destination for entertainment
Prime is a one-stop entertainment destination that offers customers a vast selection of premium entertainment in a single application. Customers can find all of their favorite films and television shows on Prime Video. It can be live sports, entertainment from Amazon MGM Studios and other studios, third-party channels that are available as an add-on subscription through Prime Video Channels. Moreover, they can also find movies and series that can be rented or purchased through the Prime Video store.
IPG Mediabrand’s wide range of iconic clientele
A division of Interpublic Group, IPG Mediabrands is responsible for media and marketing solutions. IPG Mediabrands oversees more than $47 billion in marketing investment globally on behalf of its clients. This is across its full-service agency network, UM, Initiative, Mediahub, and through its award-winning specialized business units, Healix, Kinesso, Magna, Mediabrands Content Studio, Orion Holdings, Rapport, and the IPG Media Lab. Among the many well-known and iconic brands in the world are those from IPG Mediabrands’ diverse portfolio of industry sectors, which includes automotive, e-commerce, direct to consumer and e-commerce, retail, hospitality, food and beverage, pharma, health and wellness, entertainment, financial services, energy, toys, and gaming. Some of their clientele are well-known marketers such as Johnson & Johnson, CVS, American Express, Mattel, Henkel, and General Mills.
Read More: Amazon Announces Publisher Cloud to Plan Programmatic Deals in Amazon DSP
Here’s what they said
Eileen Kiernan, global CEO of IPG Mediabrands said,
Amazon’s latest offering brings a first-to-market opportunity for our clients to reach consumers at the category level in a comprehensive, scalable way—from culture and content to commerce and shoppable experiences. We are excited to play a role in this game-changing addition to the streaming TV marketplace and serve as Amazon’s anchor partner as they bring Prime Video ads to life.
Alan Moss, vice president of global sales for Amazon Ads added,
From our first conversations, IPG Mediabrands has leaned in so that their clients can be among the first brands to engage with the Prime Video streaming audience across the nine countries we’ll serve starting in early 2024. When we begin introducing limited ads into Prime Video shows and movies, Prime Video will be one of the largest premium ad-supported services in most countries where we operate. This means we can simultaneously offer brands unmatched reach and frequency to help them achieve their business goals.
Dani Benowitz, global president of MAGNA, the investment and intelligence arm of IPG Mediabrands stated,
As longtime partners of Amazon Ads, we are thrilled to participate in a global deal of this scale across all of the countries in which Prime Video ads will launch throughout 2024. The ability to access the entire Amazon streaming TV product suite is an added benefit for both endemic and non-endemic brands within our broad client portfolio.
Read More: GroupM and Amazon Ads Partner for Creator-Led Shoppable Format
Meta and Amazon Collaborate for In-App Shopping in FB and IG
Amazon and Meta have partnered to make it easier to connect Facebook and Instagram accounts to Amazon. Customers will be able to purchase merchandise featured in their feeds without ever leaving the mobile app thanks to this. Interestingly, users can deliver goods to their chosen Amazon mailing addresses and complete transactions using their saved Amazon payment information. Only certain products that are promoted on Facebook or Instagram, either by Amazon directly or by independent sellers on Amazon’s storefront, are eligible for this in-app shopping feature. Meta can facilitate the process of allowing retailers to sell products on Facebook and Instagram without having to set up unique storefronts on those platforms by collaborating with Amazon.
The in-app shopping feature
This feature is referred to by the company as “Purchase with Amazon without leaving Facebook or Instagram.” A related support page has also been updated. India cannot currently access the page, but it is still accessible in the United States. The goal of this change is to prevent users from leaving their feeds while making purchases on Amazon, keeping them inside the app.
Image credit- TechCrunch
Users must complete a quick one-time setup in order to link their Amazon account to their Meta account (either Facebook or Instagram). Customers can easily make an Amazon purchase from the product ad after this is set up, without having to exit the Facebook or Instagram app. After that, the payment details and default shipping addresses that are saved on Amazon are used to finalize the sale.
Read More: Meta Contemplates Ad-Free Subscriptions, Targeting Indian Market
Benefits for advertiser
Users of Meta can now click on advertisements on Facebook or Instagram to visit a shop-like experience within the apps, making purchases simple and quick. Customers can make purchases using their linked Prime account without providing credit card information.
Improved ad signals: In order to boost customer investment, Meta receives more ad signals from the top online retailers and more attributed conversions.
Higher transaction fees: Due to its superior mobile discovery and ads engine, Amazon receives higher transaction fees than other retailers, which translates to more sales on its platform.
Increased conversions: With an extra sales channel and a 1:1 measurement between their most likely top ad platform and retail partner, merchants can increase the volume of conversions they generate.
Image credit- ITP Live
How will the in-app shopping feature help Meta and Amazon?
In an effort to increase ad revenue in the wake of Apple’s 2021 iOS privacy changes, Meta has decided to incorporate Amazon into its apps. It had an effect on both the digital ad market and Meta’s operations. However, the business recovered in 2023 following three quarters of declining revenue. According to Meta, the company’s investments in artificial intelligence have enabled it to attract retailers who are seeking to provide customers with personalized promotions.
Through their partnership, Meta and Amazon are able to profit from the benefits that each other offers. With its intent-based business strategy, Amazon can increase its market share. Moreover, it can assist retailers in attracting new clients who might not have actively looked for their goods. On the other hand, users can get targeted ads from Meta without having to actively search for them. This is thanks to its discovery-based business model. Data integration between the two platforms could be a crucial component of this. It includes Meta and Amazon sharing at least some insights that could better inform relative marketing strategies, ad performance, etc.
Amazon’s previous integrations
Amazon’s integration with Facebook and Instagram comes after a similar, mutually beneficial partnership between Pinterest and Amazon. Signed in April, the multiyear agreement between Pinterest and Amazon ads aims to increase the amount of shoppable content. Furthermore, it looks to improve the platforms’ selection of relevant brands and products. It also establishes Amazon as Pinterest’s first-party advertising partner. The collaboration may make it easier for customers to make purchases.
Here’s what they said
Amazon spokesperson, Callie Jernigan said
For the first time, customers will be able to shop Amazon’s Facebook and Instagram ads and check out with Amazon without leaving the social media apps. Customers in the U.S. will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads on Facebook and Instagram as part of the new experience.
Read More: Meta Announces Five New Lead Generation, AI Powered Tools for FB, IG
Amazon Announces Publisher Cloud to Plan Programmatic Deals in Amazon DSP
Amazon unveiled Amazon Publisher Cloud, a new collaboration tool that lets publishers organize programmatic deals and activate them in Amazon DSP. It is based on the capacity to examine both first-party signals and Amazon Ads insights. AWS Clean Rooms are the foundation of Amazon Publisher Cloud. Publishers and advertisers can collaborate in a privacy-focused manner and utilize interoperability, enhancing customers’ experiences with more pertinent advertising. Moreover, it will support safe and efficient communication between Amazon Ads and its advertiser and publisher partners.
What is Amazon Publisher Cloud?
Amazon Publisher Cloud is included in the group of cloud-based services called Amazon Publisher Services (APS). It assists publishers in creating profitable digital media businesses. Publishers can deliver more relevant ads to their audiences and optimize results with the help of APS’ server-side header bidding solutions and direct-to-publisher supply relationships. APS offers services, infrastructure, and cutting-edge advertising technologies to publishers of connected TV, mobile apps, audio, and websites. As a result, they will be able to generate revenue from their ad-supported content, create unique demand, allow audience-level buying, and obtain a deeper understanding of their own audiences.
Read More: AMC Networks Pioneers Programmatic Ad Buying on Linear Networks
New Clean Room Solution for programmatic deals
Amazon Publisher Cloud is the first and sole clean room solution that allows a publisher to leverage insights from Amazon Ads. It helps in analyzing first-party signals and creating reach-optimized deals. Through a single, efficient workflow, publisher deals are made accessible for activation in Amazon DSP. For example, a publisher can comprehend how its contextual signals match up with in-market Amazon Ads audiences. Amazon Publisher Cloud-based programmatic deals are offered with beta launch partners like DirecTV, Dotdash Meredith, Fandom, NBCUniversal, TelevisaUnivision, and other premium publishers.
APS for publishers
AWS Clean Rooms serve as the foundation for Amazon Publisher Cloud. It offers publishers flexible interoperability. With AWS Clean Rooms, businesses and their partners can analyze and work together on their collective signals more quickly and securely. Furthermore, they can work without having to share or duplicate each other’s underlying datasets. Customers can work with any other business in the AWS Cloud to generate unique insights about advertising campaigns, investment decisions, and research and development. When compared to an unoptimized campaign, Amazon’s Amazon Prime campaign with NBCUniversal via Amazon DSP during the closed beta period reached more than 3.5 times the target audience.
Here’s what they said
Steve Rabuchin, vice president of third-party supply at Amazon Ads said
Amazon Publisher Cloud is purpose-built to provide publishers with durable addressability of their supply. We built Amazon Publisher Cloud to ensure that publishers securely maintain control of their first-party signals with the ability to analyze them alongside Amazon Ads insights, create customized and more effective deals, and easily make them available in Amazon DSP. We’re excited to connect publishers and advertisers and help them deliver more relevant customer experiences.
Read More: GroupM and Amazon Ads Partner for Creator-Led Shoppable Format
GroupM and Amazon Ads Partner for Creator-Led Shoppable Format
GroupM, the media investment division of WPP launched a global partnership with Amazon Ads. As a result of the collaboration, Amazon’s clientele will have access to novel ad formats created for creator-led shoppable content. The partnership enables GroupM clients to use customized formats to promote creative content within the Amazon DSP and in Amazon-sponsored brand placements. The Goat Agency, the influencer marketing specialist that WPP obtained earlier in 2023 designed the initiative.
Bespoke Features of the creator-led shoppable content
Only GroupM clients can access the solution through Goat. With audiences on Amazon.com, the relationship enables advertisers to better generate commercial outcomes. Important characteristics of these unique bespoke formats include:
DSP Amplification Off-site
The Goat Agency’s exclusive creator ad format will be available throughout the Amazon DSP both onsite and offsite, linking content and advertising possibilities in retail media. It has been improved by Amazon’s extensive analytics.
Sponsored Brands Integration
Exclusive to GroupM and Goat customers, Sponsored Brands, an above-the-fold Amazon.com Ad placement, will now incorporate creator-led shoppable content created by The Goat Agency. The ad experience extends the path onsite with the same influencer-led content driving greater engagement and revenue for brands, complementing Amazon DSP off-site amplification.
Enhanced Programmatic Creative Optimization
The Goat Agency’s unique creative will be cyclically informed by insights from campaigns used with Amazon Ads to improve audience targeting. Clients will benefit from enhanced commercial results by matching creator content with the audiences most inclined to make purchases by genre of content across both display and video media. This is thanks to Goat’s experience and Amazon Ads Audience Targeting.
Inspiration for Brand Pages
By uploading creator material to Product Pages and Brand Stores, Amazon could potentially increase conversion rates and transform Brand Pages into destinations for consumer inspiration.
Read More: GroupM Nexus Launches Innovative Marketing Solutions in Malaysia
Here’s what they said
Samantha Bukowski, Global Head of Commerce, GroupM Nexus said,
The development of this new capability is an important step we’re taking to better connect the creativity and engagement of creator marketing with the scale and sophistication of GroupM Nexus’s commerce capabilities. We’re excited to continue this collaboration with Amazon to further integrate inspirational content in commerce advertising in ways that deliver value for clients and Amazon’s consumers.
Amy Armstrong, Director of Global Customer Development Amazon Ads added,
We are excited to see how GroupM leverages this new ability to deliver creator content directly in the shopping experience and the benefit it will have for our mutual customers. GroupM is a valued customer of Amazon Ads, and we look forward to collaborating with them on innovative projects like this in the future.
Dafydd Woodward, Global Chief Operating Officer, The Goat Agency stated,
Beyond our proprietary style of content, one of Goat’s most significant points of differentiation is the ability to deliver high-rigor performance and guaranteed outcomes to clients through creator marketing. Our collaboration with Amazon Ads is a natural fit that is already delivering performance improvements on client campaigns across multiple markets.
Nilam Atodaria, Global Product Director at The Goat Agency commented,
Teaming up with Amazon Ads creates valuable opportunities for clients looking to activate creator-led campaigns in a performance-centric way. This collaboration allows us to deliver greater value for our clients by deploying more engaging and intelligent campaigns that drive measurable business outcomes. This unique combination brings an alternative version of Social Commerce, one which puts consumers and their shopping habits at the heart of product development.
About The Goat Agency
The Goat Agency (Goat), a global award-winning agency has been a part of GroupM Nexus since 2023. It delivers specialist content to niche audiences at scale. The business collaborates with top companies to use influencers as a performance media channel to promote digital transformation and competitive advantage. Goat has worked with, kept, and scaled some of the most interesting companies in the world since 2015, delivering social media and influencer campaigns in over 70 countries and 28 languages. Presently, Goat employs more than 350 people who operate in 35 different local markets, disseminating influencer content through all media platforms, executing industry-leading awareness and consideration campaigns, and generating sales for customers.
Read More: GroupM and Criteo Pilot Omnichannel Commerce Boost in APAC
Amazon Ads Unboxes 8 New Advertising And Measurement Tools
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.”
Interesting Read: A Panoramic Perspective Of Amazon’s Advertising Business!
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.
Brand Follow
Using the Brand Follow feature, customers can keep track of their favorite brands across Stores, Posts, and Amazon Live, as well as see deals from those brands.
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.
Image Credit : Adweek
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.”
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
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.
Image Credit: Adweek
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.
Interesting Read: Amazon Blocks Google FLoC – Here’s Everything You Need To Know!
Brand Metrics
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.
