Amazon unBoxed - Day 1

Good morning.

The eCommerce world is abuzz with Amazon's latest announcements from unBoxed 2024, promising to reshape the advertising for brands of all sizes. From expanding advertising opportunities on Prime Video to introducing cutting-edge AI tools, Amazon is setting the stage for a new era of customer engagement and campaign optimization.

In today's edition, we're bringing you a comprehensive recap of the major announcements from Day 1 of Amazon's unBoxed 2024 event

Amazon to Introduce Ads on Prime Video in Five New Countries

Amazon Ads announced plans to roll out limited advertisements on Prime Video in Brazil, India, Japan, the Netherlands, and New Zealand starting in 2025. This expansion aims to support the creation of compelling content while offering brands new avenues to connect with audiences in these regions.

What This Means:

• Global Reach: Advertisers will have access to an average monthly ad-supported reach of over 200 million global customers.

• Premium Content Integration: Brands can engage with viewers alongside popular series, movies, and live sports events.

• Advanced Ad Tech Solutions: Amazon's ad offerings are informed by trillions of first-party streaming, shopping, and browsing signals, ensuring precise targeting and measurement.

AI Creative Studio and Audio Generator

In a bid to lower creative barriers and help advertisers scale their reach, Amazon Ads introduced two new generative AI tools: AI Creative Studio and Audio Generator. These tools are designed to empower brands to create engaging content across images, video, and audio formats.

AI Creative Studio Highlights:

• Unified Creative Platform: Brings together AI-powered image, video, and soon audio generation in a single application.

• Creative Exploration: Brands can explore an AI gallery filled with re-creatable ad formats, concepts, and designs to spark inspiration.

• Customization: Advertisers can adjust styles, lighting, camera angles, colors, and more to tailor ads to their brand identity.

Audio Generator Features:

• Effortless Audio Ads: Generate high-quality, 30-second interactive audio ads in minutes, at no additional cost.

• Automated Scripts: Create voiceover scripts based on product information from your Amazon listings.

• Interactive Elements: Include prompts like "Alexa, add to cart" to engage listeners and drive action.

Impact on Brands:

According to Amazon Ads, brands using the Image Generator tool between October 2023 and June 2024 saw almost a 5% increase in sales per advertiser. With these new tools, even small businesses can produce high-quality ads without significant time or budget investments.

Amazon DSP Unveils Next-Generation Ad Tech

Amazon Demand-Side Platform (DSP) announced a series of innovations aimed at driving precise full-funnel audience reach while streamlining campaign planning and optimization.

Key Enhancements:

• Improved Usability: A new user experience with simplified workflows enables campaign creation in just a few clicks, reducing setup time by up to 75%.

• Frequency Cap Controls: New tools for holistic frequency management across campaigns, channels, and devices to maximize reach and efficiency.

• Ads Data Manager: A secure interface for advertisers to upload and utilize their first-party data across Amazon DSP and Amazon Marketing Cloud (AMC).

• AI-Driven Optimization: Enhancements to Performance+, automating audience relevancy and campaign optimization using predictive AI.

Why It Matters:

These advancements make sophisticated ad tech accessible to businesses of all sizes, enabling eCommerce brands to optimize their campaigns more effectively and achieve better ROI.

Key Takeaways for eCommerce Brands

• Expand Your Global Reach: With ads coming to Prime Video in new countries, consider how your brand can tap into these emerging markets.

• Leverage AI Tools: Utilize Amazon's AI Creative Studio and Audio Generator to create engaging, multi-format content without heavy investment.

• Optimize Campaigns with Advanced Ad Tech: Amazon DSP's new features allow for precise targeting, improved efficiency, and AI-driven optimization.

• First-Party Data Integration: Use the Ads Data Manager to securely leverage your customer data across Amazon's advertising platforms for enhanced targeting and measurement.

• Stay Competitive: Embracing these new tools and platforms can give your brand a significant edge in a rapidly evolving digital advertising landscape.

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