Amazon DSP Unveils Advanced Ad Technology for Enhanced Full-Funnel Reach and Performance

At unBoxed 2024, Amazon Ads introduced several key innovations across the Amazon Demand-side Platform (Amazon DSP) aimed at delivering precise, full-funnel audience reach with enhanced campaign planning and optimization capabilities. Amazon Ads has an in-depth understanding of customer journeys, from awareness to conversion, and is offering new tools that allow businesses of all sizes to build stronger customer relationships, regardless of industry or product type.

“We are unlocking even more value on Amazon DSP by combining proprietary data from our brand partners with Amazon Ads’ signals, and insights from top broadcasters, to create enriched deals,” said an Amazon Ads spokesperson. “This collaboration enhances the effectiveness of campaigns across the funnel, delivering significant value to advertisers.”

“The digital advertising landscape is evolving rapidly, with streaming TV becoming mainstream and full-funnel, cross-channel reach and measurement taking center stage. We are pioneering ad tech that simplifies this evolution, providing advertisers with precise reach, deeper insights, and direct measurement,” said Kelly MacLean, Vice President of Amazon DSP. “Amazon DSP uniquely drives top-to-bottom outcomes on Amazon properties like the store and Prime Video, and across popular streaming apps and premium publishers. We are excited to see advertisers leverage these new capabilities to fuel growth and engage more customers.”

Improved Usability and Efficiency

To enhance advertiser efficiency, Amazon DSP is introducing a new user experience with simplified workflows for quicker campaign creation. Early tests of the new consolidated display line-item feature have shown a 75% reduction in campaign setup time, combining desktop, mobile, and app display inventory into a single, easy-to-manage line item.

Advertisers will also now see new insight cards and machine learning-driven recommendations on their campaign health overview page, allowing for quicker campaign audits and automatic optimizations. Amazon DSP plans to centralize these features within a new campaign management hub in 2025.

Additionally, new frequency cap controls will help advertisers manage their frequency across multiple campaigns, devices, and channels. The frequency groups feature allows for ad frequency capping at the household level, resulting in up to 26% budget savings from avoiding duplicate impressions, with a 21% boost in incremental reach.

“Amazon DSP’s frequency management and target frequency capabilities surpass those of other DSPs. In particular, the frequency cap insights report is the most well-thought-out report we’ve seen,” said Megan Pagliuca, Chief Activation Officer at Omnicom Media Group.

Enhanced Data Integration and Interoperability

Amazon Ads is also launching an ads data manager, which simplifies the secure upload of first-party data to be used across Amazon DSP and Amazon Marketing Cloud (AMC). This interface allows advertisers to integrate data from providers like Treasure Data, Salesforce, and Tealium, enabling the creation of highly relevant audiences and improved campaign performance. Integration with Amazon DSP and AMC will be fully complete in 2025.

This combined power of AMC, Amazon DSP, and Amazon Publisher Cloud enables advertisers to create custom audiences and enhance them with insights from both Amazon and third-party publishers. The result is more targeted and effective campaigns, exemplified by Xmars’ recent campaign for Bedsure. Using AMC audiences and Amazon Publisher Cloud, enriched with publisher signals, the campaign achieved a 2.2X uplift in reach and a 50% more efficient cost per acquisition.

AI-Driven Campaign Optimization

Amazon Ads also unveiled improvements to Performance+, its automated, always-on optimization tool within Amazon DSP. Performance+ uses AI-driven signals to optimize audience relevancy and campaign performance towards lower-funnel objectives like conversion and customer acquisition. Early results show a 51% improvement in customer acquisition costs.

New features in Performance+, now in open beta, introduce remarketing and retention tactics, in addition to the existing prospecting feature. The entire workflow has been simplified to as few as four clicks, providing flexibility and transparency. Advertisers can select their campaign goals (e.g., conversion, awareness, or consideration), set KPIs (e.g., cost-per-acquisition or return on ad spend), and choose from tactics like prospecting, remarketing, or retention. Performance+ then continuously optimizes the campaign towards the chosen specifications.

Fiverr, for instance, used the Performance+ prospecting tactic and saw a 66% reduction in customer acquisition cost and a 72% increase in click-through rates within a month.

About Amazon Ads and Amazon

Amazon Ads offers full-funnel advertising solutions that help businesses achieve marketing success at scale, with access to first-party insights, a broad reach across premium content like Prime Video and Twitch, and robust campaign measurement tools. The platform serves over 275 million monthly customers in the U.S. across Amazon-owned properties. For more information, visit ads.amazon.com.

Amazon is committed to being Earth’s Most Customer-Centric Company, driven by innovation, operational excellence, and long-term thinking. It has pioneered a range of services, including Prime, AWS, Alexa, and the Kindle platform. For more details, visit amazon.com/about.

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