Performance+ Ads Expansion
Performance+ is expanding to support prospecting, remarketing, and retention campaigns. With the power of AI and first-party data behind it, campaign creation has been streamlined into just four steps and automates audience creation and campaign optimization. Now available to all advertisers. Amazon shared a case study from early adopters that showed a 51% improvement in customer acquisition costs.
AI Creative Tools and Studio
Content creation has long been a pain point for many advertisers and brands, and Amazon is aiming to fix that with a new trio of AI-powered creative tools. Available now to enhance creative capabilities, the tools include a video generator, audio generator and an AI creative studio. The video and audio generators allow brands to produce video and audio ads without incurring significant costs. The AI Creative Studio is a comprehensive new tool that combines lifestyle imagery with customizable static or video backgrounds, audio, and copy overlays.
Updated DSP Experience
The DSP experience has been completely reimagined, and now offers improved creative formats and workflows. The updates have reduced campaign build times by 67% and creative build times by 65% for some advertisers. There is also a new, smart frequency management feature, leading to 21% more shoppers reached and 26% of campaign budgets reinvested. A new frequency cap insight report is also available, and the full DSP experience is expected to launch in 2025.
Ads Data Manager
The new ads data manager allows advertisers to upload signals once and use them across a range of Amazon’s advertising solutions. Additionally, Amazon has enabled enhanced deals with premium publishers through Amazon Publisher Cloud. The deeper integration between Amazon DSP, AMC and the Publisher Cloud will open up more opportunities for precise targeting and increase performance.
New Product Launch Service
Amazon’s new product launch service provides full-funnel support service specifically for the first 90 days of a new product launch. The managed service opportunity is available for the first 90 days post-launch, leveraging data-driven media plans, creative visuals and AMC tools to optimize campaigns. Early users had a significant 9% week-over-week sales lift.
Sponsored Ads Audience Bid Boosting
Amazon is leveraging AI for their new audience bid boosting product. Now available for Sponsored Products and Sponsored Brands, advertisers can use it to adjust bids based on audience signals and create custom audience segments by combining their 1P data with Amazon data via AMC.
Multi-Touch Attribution
A new multi-touch attribution (MTA) feature provides insight into the impact of upper and mid-funnel ads on conversions, offering a deeper understanding of the customer journey. The new feature uses Amazon’s shopping data and machine learning.
Amazon’s unBoxed 2024 delivered a powerful suite of new tools and updates designed to streamline advertising, enhance creative capabilities, and drive better performance. From the expanded reach of Performance+ Ads and AI-powered creative tools to the reimagined DSP experience and the debut of advanced features like Multi-Touch Attribution, Amazon continues to set the stage for advertisers and brands to innovate and succeed.