Photo by @thibaultpenin on Unsplash
Amazon, at its annual unBoxed conference in the US, released its strategy for simplification, AI-automation and a full-funnel approach with the unification of its advertising offerings.
Prime Video ad has expanded direct integrations with other streaming publishers like Disney, Netflix and Spotify, and has access to additional third-party publishers including Paramount+, Foxtel, Kayo Sports.
The company has launched Complete TV, a new tool to manage and optimise their ads across streaming platforms like Prime Video and other publishing partners, while also pulling in tv data. This optimises overall campaign planning for streaming.
Amazon ad products, Brand+ and Performance+ have been updated to use predictive artificial intelligence to determine which customers are likely to convert or purchase over-time. Campaigns are also optimised to increase brand awareness.
AI-automation continues to influence the advertising industry as Amazon Ads manager introduces two new solutions.
Ads Console for sponsored ads and Amazon DSP (demand side platform) will be unified into a single ad platform - Campaign Manager, which uses AI-powered workflows to manage campaigns.
This includes a single global account, unified billing and a single workspace.
AI tools such as Smart Search, Guidance Cards for one-click optimisations, and real-time intelligence are core features of the campaign manager.
The campaign manager provides a holistic overview of performance metrics and investments, leading to quicker optimisation.
The new offering is reported to reduce campaign build-time by 67%.
Ads Agent in Amazon Marketing Cloud (AMC) has also launched to help streamline the data and insights process.
AMC is a platform that allows advertisers to combine their data with Amazon’s network of shopping and ad data. Ads Agent now allows the user to ask complex questions about data without needing to code, with the agent delivering the required SQL or language to achieve those answers.
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