Amazon Ads empowers advertisers with new full-funnel performance features

Amazon Ads has unveiled a suite of new advertising capabilities such as simplified product launch and measurement solutions, to help advertisers optimise their media investments.

The launch highlights how Amazon Ads is making its insights more accessible and actionable for all advertisers across various ad products, according to the release.

Paula Despins, vice president of ads measurement, Amazon Ads, said: “Our mission is to be the most customer-obsessed advertising service by giving all brands the measurement and data-driven, machine learning optimisation capabilities they need to drive business growth through simple, easy-to-use tools."

"Today’s launches put our most sophisticated full-funnel measurement and optimisation capabilities into the hands of all marketers from small businesses to major brands,” Despins added. 

One of the highlights is a new feature named “new product campaigns”, which is a fully managed service that helps brands quickly introduce new products to customers within the first 90 days of their launch, through advertising placements across Amazon’s properties, broadcasters and publishers.

Citing a study conducted by Boston Consulting Group, Amazon Ads said that, on average, advertisers need to reach customers at least 20 times before they make a purchase. To help advertisers do this more efficiently, Amazon Ads has audience bid boosting to re-engage shoppers reached on streaming TV through sponsored brands and sponsored product ads. 

Furthermore, advertisers using Amazon Marketing Cloud (AMC), Amazon Ads secure clean room technology, can now adjust their sponsored brands and sponsored product bids specifically for audiences who have seen their streaming TV ads and also visited their website, for example, focusing their investments on these high-value customers.

In terms of insights simplification, AMC now enables advertisers to join their first-party data with Amazon Ads signals to understand the customer journey and build and activate audiences. 

The new AMC solutions introduce no-code capabilities in an intuitive interface – extending AMC’s sophisticated analytics capabilities to brands of all sizes. Any Amazon advertiser can use AMC to quickly uncover advanced audience and measurement insights, and optimise their campaigns.

With the optimal frequency solution, advertisers can monitor how KPIs such as conversion rate and return on ad spend evolve as ad interactions increase, and from there, determine the most efficient frequency caps for their campaign.

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Meanwhile, Amazon Ads has launched a new multi-touch attribution model that helps advertisers understand how their marketing works to drive conversions, going beyond last-touch attribution to consider the relative contribution of each marketing touchpoint leading to a conversion. 

Using advanced machine learning models to analyse trillions of shopping, streaming, and browsing signals, multi-touch attribution determines the relative impact of ad interactions along the path to purchase. It uses advanced techniques such as hundreds of thousands of randomised control trial experiments – A/B tests – to establish impact, according to the release.

To help advertisers understand the insights from multi-touch attribution, Amazon Ads is also launching conversion path reporting to show brands their top-converting paths to purchase from the previous 30 days.

For advertisers looking to measure the long-term impact of their upper-funnel tactics on outcomes, Amazon Ads has rolled out a new feature named "long term sales insights". This tool estimates the sales that a brand can expect to generate over the next year based on how effectively their campaign moves new-to-brand shoppers down the purchase funnel.

MARKETING-INTERACTIVE has reached out to Amazon for more information.

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