There were a lot of announcements at Amazon Unboxed 2023. We’ve assembled a concise list of the key takeaways and why they actually matter. A sneak peak: AI takes center stage, Self serve television ads, Easier use of Marketing Cloud through templates & plenty more!
#1 Generative AI images
What it is: A tool that utilizes artificial intelligence to produce visually enticing images for advertising campaigns. This addition is a nod to the evolving digital advertising & AI landscape.
Why it matters: This innovation underscores a robust solution to the creative blockades often faced by smaller enterprises. It not only amplifies the visual appeal but also significantly bolsters engagement metrics like click-through rates, paving the way for better interaction and potentially higher conversions. It’s also quite telling that Amazon decided to open the Amazon Unboxed event with this as the inaugural topic.
Amazon introduced Generative AI imagery for advertisements at Amazon Unboxed 2023, marking a significant stride. The core hurdle has been that small and medium enterprises often lack the apt creative resources. Notably, mobile Sponsored Brands ads with creative imagery have witnessed a 40% uptick in click-through rates as opposed to those with standard product images. Although this feature is slated for a phased rollout to select advertisers, it’s yet to appear in our agency accounts.
The anticipated setup, possibly nestled under the creative tools tab in Campaign Manager akin to the video builder, promises a seamless operation. Advertisers can customize images, hit generate, and voila, a set of options is displayed. There’s room for further customization by adding an image description before generation or enhancing the output with a thematic touch. With around 30 predefined themes ranging from Christmas to Romantic, the creative spectrum is broad. Those conversant with Midjourney or DALL-E 3 will find the procedure quite familiar.
#2 Template Analytics for AMC
What it is: Amazon Marketing Cloud (AMC) has rolled out Template Analytics, a new feature aimed at simplifying insight generation without the necessity for SQL code knowledge. This initiative moves the needle towards making media planning, optimization, and measurement more accessible within the platform.
Why it matters: The introduction of Template Analytics breaks down a significant barrier that required advertisers to be proficient in SQL to extract valuable advertising insights. By simplifying data analytics, Amazon has enhanced the potential for more refined campaign optimization based on consumer behavior, thereby propelling a more user-friendly, insightful, and cost-effective advertising ecosystem.
The newly unveiled Template Analytics by Amazon Marketing Cloud (AMC) is a stride towards simplifying insight generation for advertisers, eliminating the earlier requisite of SQL coding skills. This transition is geared towards broadening the scope of media planning, optimization, and analysis within the platform.
Previously, the hurdle was the necessity for advertisers to have SQL acumen to delve into analytics, a challenge for many. Template Analytics now introduces five unique templates that empower users to glean vital advertising insights effortlessly.
These templates encapsulate various domains including the intersection of Sponsored Ads and DSP, consumer journey fine-tuning for campaign groups and per device, alongside a deeper understanding of reach and impression frequency. This pivot has garnered applause within the industry, with experts highlighting its revolutionary aspect in opening up data analytics, subsequently enriching campaign optimization grounded on consumer behavior. This progress is a testament to Amazon’s dedication to delivering user-centric, insightful, and cost-efficient advertising solutions, making data analytics a more accessible tool for improving advertising efficacy.
#3 Sponsored TV ADs
What it is: Sponsored TV is a self-managed advertising platform designed to help brands, even those unfamiliar with TV advertising, to reach new customers and grow their brand. It’s a platform that leverages Amazon’s shopping and streaming signals to extend your advertising reach beyond Sponsored Brands, Sponsored Display, or Sponsored Products efforts onto streaming TV services like Freevee, Twitch, and other publishers.
Why it matters: In an evolving digital advertising landscape, Sponsored TV breaks down the traditional barriers to TV advertising, offering a no minimum spend requirement and the provision for daily budget caps. This platform not only facilitates brand awareness among new audiences using the engaging mediums of sight, sound, and motion but also enables interactive ad formats to drive consideration and ease the viewer’s journey from ad to product detail page, all within the comfort of their TV remote or mobile device via QR codes.
Read More: Sponsored TV emerges as a self-service advertising solution, particularly beneficial for those new to the TV advertising realm. It’s an initiative powered by Amazon’s shopping and streaming signals, aimed at augmenting your existing advertising campaigns on Sponsored Brands, Sponsored Display, or Sponsored Products. This platform invites advertisers to inspire shoppers on various streaming TV services such as Freevee and Twitch.
As the campaign owner, the reins of ad spend are in your hands, with no minimum spend constraints and the liberty to set daily budget ceilings. If your creative assets aren’t TV-ad quality, fret not; Amazon Ads extends a helping hand through its creative services to craft TV-caliber video ads for you.
The interactive facet of Sponsored TV ads is a standout feature, offering interactive overlays and burnt-in elements. This interactivity allows viewers to scan QR codes embedded in your ads to explore a brand’s product detail page on their mobile device or even add products to their cart using their TV remote, creating a seamless transition from viewing to considering or purchasing. The benefits are multi-fold: connecting with viewers likely interested in categories of products sold on Amazon or specific content types, amplifying brand awareness among new audiences via engaging visual and auditory stimuli, and fostering consideration through interactive ad formats which in turn, simplify the viewer’s interaction with your products whenever an ad piques their interest.
#4 Amazon DSP Events Manager
What it is: Amazon DSP Events Manager is a centralized hub within Amazon DSP, designed for advertisers to seamlessly relay web, offline, and app events & conversions using ad tags and a conversions API.
Why it matters: Amidst concerns shared by 71% of advertisers regarding measurement in a looming cookie-less future, having a robust tool like Amazon DSP Events Manager is crucial. It not only facilitates a more accurate tracking of conversions outside the Amazon storefront back to Amazon DSP campaigns for a comprehensive measurement but also empowers advertisers to tailor audiences based on the most relevant signals to them.
Read More: Amazon DSP Events Manager, leveraging ad tags and conversions API, unfolds as a centralized nexus on Amazon DSP, enabling advertisers to transfer web, offline, and app events & conversions seamlessly. The tool’s strength lies in its non-reliance on cookies, paving the way for advertisers to trace conversions beyond the Amazon storefront back to Amazon DSP campaigns, ensuring a holistic measurement. This setup also allows the crafting of custom audiences based on signals that are pivotal to advertisers. By choosing an objective, brands acquire a more encompassing view; for instance, data from Direct-To-Consumer (DTC) channels can be integrated back into Amazon DSP, or an app’s signals can be rerouted back to Amazon DSP. The tracing of conversions outside of Amazon DSP is enhanced, all thanks to Amazon’s tag manager. Moreover, the tool provides a channel for advertisers to import offline events and hashes like email, enriching the data pool and aiding in a more accurate and insightful analysis of campaign performance and audience behavior.
#5 Consideration Metrics
What it is: Amazon is advancing its KPIs by launching New-To-Brand Consideration metrics, which extend the analytical scope beyond just purchase actions to include product page visits and add-to-cart actions post-ad exposure. These metrics are accessible via Amazon Ads API for Sponsored Display and Sponsored Brands, offering insights into new-to-brand detail page views and add-to-cart actions attributed to ad views or clicks.
Why it matters: The advent of these refined metrics allows advertisers to gauge the tangible impact of their campaigns in nudging shoppers toward brand consideration. This data-driven insight is instrumental for advertisers in fine-tuning campaign strategies and making informed budget allocation decisions, ultimately aiming for a higher return on advertising spend.
The enhancement in KPIs by Amazon marks a move from solely tracking New-To-Brand purchase data to introducing New-To-Brand Consideration metrics. These new metrics encapsulate tracking shoppers who visit a product page or add a product to their cart after seeing an ad. Now, through the Amazon Ads API, advertisers can access add-to-cart and new-to-brand detail page view metrics for both Sponsored Display and Sponsored Brands.
The add-to-cart metric denotes the count of times shoppers added a brand’s products to their cart, linked to an ad view or click. Conversely, the new-to-brand detail page view metric reflects the count of fresh detail page views by shoppers who haven’t viewed a detail page of the same brand in the past 365 days. These advancements are crucial as they furnish advertisers with a clearer picture of how their campaigns on Sponsored Display and Sponsored Brands are driving brand consideration among shoppers. Armed with these insights, advertisers are better positioned to optimize campaigns and allocate budgets judiciously to maximize advertising efficacy.
#6 Sponsored Products Off-Site
What it is: Amazon re-emphasized its Sponsored Products off of Amazon initiative at Amazon Unboxed, which was initially announced in August. This initiative aims to extend the reach of Sponsored Products beyond Amazon to premium apps and websites, making the transition from inspiration to browsing or purchasing smoother for customers.
Why it matters: The extension of Sponsored Products to platforms outside Amazon is a significant step towards enhancing product discoverability and creating seamless shopping experiences. This not only opens up new avenues for advertisers to reach a broader audience but also aligns with Amazon’s enduring objective of facilitating easy product discovery and purchase. That being said, initial tests from our agency and others have proved little exposure in off-site placements, signaling a slow roll-out.
Summary: The reiteration of the Product Discovery initiative during Unboxed underscores Amazon’s commitment to expanding the reach of Sponsored Products beyond its platform, a journey embarked upon earlier in August. Sponsored Products have been instrumental in bridging the gap between customers and products, evolving through enhanced machine-learning algorithms for improved ad relevance, broader campaign targeting, and better advertiser bidding controls over time.
The new phase of this journey aims to extend Amazon selling partner campaigns to eminent apps and websites like Pinterest, BuzzFeed, and Ziff Davis brands among others.
Starting on a smaller scale, the plan is to learn and broaden the scope as meaningful opportunities arise, fostering delightful discovery and shopping experiences. This extended reach is poised to provide advertisers with more visibility and customers with more avenues for product discovery and comparison, reinforcing the ease of transitioning from inspiration to purchase in just a few clicks.
Want the Amazon UnBoxed recap in audio format? We cover all of the above & more in our Weekly Horizon Podcast.