Amazon SVP of ad products and tech Colleen Aubrey during Wednesday’s Unboxed keynote.
Amazon has revealed a number of ad tech updates focused on opportunities in video and measurement solutions.
The products were announced as part of the company’s Unboxed conference, which also included updates to Amazon Marketing Cloud, a clean room platform first revealed last year that is becoming a central part of the company’s ad offerings.
Today, the company announced enhancements to AMC that include integrating more Amazon ad products, such as Sponsored Display ads, Sizmek Ad Suite and digital subscription events, into the platform early next year, allowing advertising to make use of AMC data. Before the end of the year, advertisers will also have the ability to use AMC for managing DSP audiences. Amazon has also added more, pre-built instructional queries to help advertisers draw insights from their first-party data.
On the new product front, Amazon also revealed the new Sponsored Display Video Creative tool, an extension of the company’s existing Sponsored Display product that allows advertisers to deliver immersive video ads like tutorials, testimonials or demos. These are delivered to customers via ads on Amazon across the web through the company’s sponsored display capabilities. Leading up to last year’s Prime Day, brands that launched sponsored display campaigns saw an average 16% higher return on ad spend and three times increase in impressions.
The company also introduced Performance Recommendations, which are in-console, actionable best practices for Sponsored Products campaigns. As advertisers utilize the ads console, performance recommendations work in the background, constantly looking for Sponsored products campaign tips that can be adopted with one-click.
The Video Builder product, first launched in the U.S. earlier this year, is intended to make it easier for brands to create videos specifically for Amazon-sponsored brand campaigns with customizable templates.They can also expand their use of video campaigns and quickly experiment with creative variations to maximize engagement.
Amazon is also bringing its Creative Services to Canada. This feature helps advertisers discover, compare and directly book with trusted service providers to create streaming TV and sponsored display videos, as well as other creative assets. Brands can search and filter services based on their requirements, browse reviews and samples and directly connect with providers for end-to-end creative delivery, all within the Amazon advertising console. The service is free to use and there are no minimum commitments required to book.
Tamir Bar-Haim, managing director and head of global expansion Amazon Ads, tells MiC that with half of Canadian households expected to have cut the cord by the end of the year, the video enhancements are a key part of the company’s local ad strategy.
“We want to be the most effective marketing partner that our advertisers have,” Bar-Haim says. “We work with a lot of different advertisers to help them bring their brand story to life via video.”
