Amazon Ads debuts Brand+ tool
Amazon Ads is launching an AI-based ad product to inform and execute advertiser campaigns.
Brand+ combines “trillions” of shopping, browsing and streaming signals from across Amazon to identify online TV and video streaming consumers who are predicted to be in the market for a brand’s product or service within the next three months.
Marketers can also use the new product to deliver video ads across Amazon properties such as Prime Video, Fire TV and Twitch, as well as on major video publishers such as BuzzFeed and Dotdash Meredith. During its beta testing, some advertisers experienced a 10% increase in sales and more than 70% increase in website traffic, according to Amazon.
“For the first time on the Amazon DSP, advertisers can apply AI-optimized automation to purchase TV advertising that reaches unique audiences of customers most likely to buy their products or services – a significant advancement from broad demographic reach to engaging with scaled audiences based on where customers are in the marketing funnel in near real-time,” said Kelly MacLean, VP of Amazon DSP.
Brand+ builds on Amazon Ads’ recent innovations in AI-powered programmatic media buying, including the launch of Performance+, which automatically optimizes campaign performance for lower funnel results; and Ad Relevance, which uses advanced machine learning to match ads with the most relevant placements without the need of third-party cookies.
Brand+ is available for streaming TV and other video formats on Amazon properties and thousands of premium publishers worldwide, through Amazon DSP.
NLogic expands its Video Planner tool’s client roster
NLogic, a subsidiary of Numeris, has announced that several agencies, a brand and a broadcaster have subscribed to its standalone software tool, Video Planner. Among the new clients are P&G, Rogers, GroupM, OMG, Plus Company, Kingstar, Media Dimensions and Ocean Media. They join Corus and IPG, which were already using the tool.
Launched in April last year, Video Planner is a reach and frequency calculator that works across both linear TV and digital streaming platforms. It was built on Numeris’ VAM dataset, and allows media planners to compare unduplicated reach and frequency between linear video and digital video audiences in one place.
Since its launch, NLogic has been progressively adding new features and functionalities to the tool. Next year the company plans to launch the Numeris national VAM dataset, which will be based on currently available Ontario and French Quebec market data. Additional features in consideration include campaign weight allocation, multi-demo planning, access via API, and the ability to integrate first and third-party data from partners to create a more realistic buying plan.
