Amazon Ads has unveiled a host of new features, giving advertisers more control across their campaign planning, activation and ad measurements.
The new capabilities, announced today by the tech giant at the annual unBoxed conference in New York, are designed to allow advertisers to reach audiences faster and provide more actionable insights into ad performance.
Among the new updates include strategic campaign planning, a cross-channel planner allowing advertisers to forecast relevant reach over the last 12 months, and then allocate campaign budgets to drive business outcomes.
Also announced today is Amazon Ad’s aim to make it easier and more impactful to activate and optimize campaign performance – expanding the breath of real-time campaign metrics available.
In addition, Amazon Market Cloud (AMC) Audiences now has a custom lookalike modelling feature, predictive modelling and the ability for advertisers to set key performance indicators (KPIs).
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Other changes include an expanded new brand metric suite – allowing for advertisers to see, by campaign, how many customers saw their ad and visited the brand’s product page.
“Advertisers tell us demonstrating the impact of their marketing is their biggest challenge, and that they are still having difficulty measuring performance across the customer journey. They need more actionable insights to reach current and potential customers at scale,” said Amazon DSP vice president, Kelly MacLean.
“We aim to solve this and help advertisers thrive in a world of model-based solutions, because how brands reach their audience tomorrow will look completely different than it does today.
“We’re simplifying fundamental marketing tasks like planning, activation, and measurement, and I’m excited to see how advertisers use our new capabilities to unlock incremental reach and drive meaningful business outcomes.”
Amazon Ads vice president of measurement, Paula Despin, added: “Today’s customer journeys are complex.”
“Marketers need the ability to easily bring together disparate signals and analyze them in ways that serve their unique business needs – for example, understanding what combination of advertising touch points lead to a conversion. This is what we’re solving for with Amazon Marketing Cloud.”
The new announcement follows in the wake of Amazon last week partnering up with WPP’s GroupM to create shoppable content.
