Amazon unveils an all-new Amazon DSP
experience, enhanced interoperability, and simplified full-funnel
optimization
(NASDAQ: AMZN) — At unBoxed 2024, Amazon Ads announced a series
of innovations across the Amazon Demand-side Platform (Amazon DSP)
that drive precise full-funnel audience reach with streamlined
campaign planning and optimization. Amazon Ads has a unique, deep
understanding of the path customers take from awareness to
conversion and is delivering capabilities that all brands can
easily use to create and strengthen relationships with their
customers, regardless of the size of their business, their
products, or which services they sell.
“The digital advertising landscape is rapidly evolving, with
streaming TV becoming mainstream and full-funnel, cross-channel
reach and measurement taking center stage. We’re inventing ad tech
that makes it easier for all advertisers to navigate this evolution
with precise reach, deeper insights, and direct measurement,” said
Kelly MacLean, Vice President of Amazon DSP. “Amazon DSP can
uniquely drive top-to-bottom outcomes on Amazon’s properties, such
as the store and Prime Video, as well as across leading streaming
apps and premium publishers. We look forward to seeing advertisers
leverage the capabilities announced today to fuel their business
growth and engage more customers.”
Improved usability and ease of use
To increase advertiser efficiency, Amazon DSP is launching a new
user experience with simplified workflows to enable campaign
creation in just a few clicks. In early tests, the new consolidated
display line-item feature reduced campaign setup time by 75%. This
feature brings together desktop, mobile, and app display inventory
into a single line item, making it easier to launch and monitor
reporting.
When advertisers visit their campaign health overview page, they
will now see new insight cards and machine learning recommendations
that help them quickly audit their campaign performance and make
adjustments. For example, an advertiser may see an insight card
that shows their campaign is currently underdelivering; they can
review the accompanying recommendation and click to automatically
apply that optimization. Amazon DSP will centralize and expand
these cards within a new campaign management hub in 2025.
Amazon DSP enhancements also include new frequency cap controls
and reporting to simplify frequency management. Advertisers can now
use the frequency groups feature to holistically manage their
frequency caps across multiple campaigns, channels and devices—such
as capping ad frequency at a household level. Advertisers using
these frequency cap controls have saved up to 26% of their campaign
budgets from spending on duplicate impressions and drove up to 21%
incremental reach.
“Amazon DSP's frequency management and target frequency
capabilities exceed those of other DSPs. In particular, the
frequency cap insights report is the most thought-through report we
have seen among all DSPs,” said Megan Pagliuca, Chief Activation
Officer, Omnicom Media Group.
Enhanced interoperability across Amazon ad tech
Amazon Ads is also launching an ads data manager. This
easy-to-use interface enables advertisers to securely upload their
signals once, and then use them across Amazon DSP and Amazon
Marketing Cloud (AMC) to engage relevant audiences, measure
conversions, and optimize campaigns. It’s integrated with providers
like Treasure Data, Salesforce, and Tealium, so advertisers can
import their first-party data from wherever they store it. Today
advertisers can use ads data manager to connect their first-party
data with Amazon DSP audiences, and it will be fully integrated
with the Amazon DSP and AMC in 2025.
Through the powerful combination of AMC, Amazon DSP, and Amazon
Publisher Cloud, advertisers are now able to create custom
audiences tailored to their business goals, then overlay them with
signals from Amazon Ads and third-party publishers to increase
their efficacy. This direct collaboration creates a new way for
advertisers to launch enhanced deals with premium third-party
publishers using their custom audiences—enriched with precise
signals from the publisher and Amazon Ads to increase relevancy and
campaign performance.
Xmars recently activated a campaign for Bedsure with AMC
audiences and Amazon Publisher Cloud, which were enhanced with
publisher-signals from a leading publisher, resulting in a 2.2X
uplift in reach among the brand’s desired audiences. It also had an
approximately 50% more efficient cost to reach their desired
customers. "Ensuring that media dollars are driving maximum results
is a top priority for our clients," said Tony Wang, Xmars
Co-founder. "We’re able to unlock even more value on Amazon DSP
using our brand partners' proprietary data in secure collaboration
with Amazon Ads signals plus insights from top broadcasters to
create enriched deals. This increases the effectiveness of our
campaigns across the funnel and delivers even greater value for
advertisers."
Simplified campaign optimization with AI-driven
performance
Amazon Ads also announced enhancements to Performance+, the
always-on, automated optimization capability within Amazon DSP.
Performance+ uses advertiser-provided signals and predictive AI to
automate audience relevancy and campaign optimization for
lower-funnel goals, like conversion and customer acquisition. It
sets up campaigns, builds custom audiences, and continuously
optimizes toward the advertiser’s stated KPIs. Results to date show
that Performance+ drive a 51% improvement in customer acquisition
costs, on average.
New Performance+ tactics, now in open beta, expand advertiser
campaign strategies to include remarketing and retention, in
addition to the prospecting tactic that was already available. The
entire workflow has been streamlined to as few as four clicks,
while still providing flexible optimization controls and
transparency. Advertisers simply choose their campaign goal, such
as conversion, awareness, or consideration; choose their KPI, such
as cost-per-acquisition (CPA) or return on ad spend (ROAS); and
choose their Performance+ tactic: prospecting, remarketing, or
retention. Performance+ campaigns continually optimize performance
against these specifications to deliver the right results.
Fiverr, a company connecting businesses with freelancers, used
the Performance+ prospecting tactic to drive automated performance.
Within a month, Fiverr saw a 66% reduction in CPA vs. goal target
and a 72% increase in click through rate vs. campaign average
benchmarks.
To learn more about all of the announcements at unBoxed 2024, go
to ads.amazon.com.
About Amazon Ads
Amazon Ads offers full-funnel advertising solutions to help
businesses of all sizes achieve their marketing goals at scale.
Amazon Ads connects advertisers to highly relevant audiences
through first-party insights; extensive reach across premium
content like Prime Video, Twitch, and third-party publishers; the
ability to connect and directly measure campaign tactics across
awareness, consideration, and conversion; and generative AI to
deliver appropriate creative at each step. Amazon Ads reaches a
monthly ad-supported audience of 275 million+ customers across
owned and operated properties in the U.S. For more information,
please visit ads.amazon.com.
About Amazon
Amazon is guided by four principles: customer obsession rather
than competitor focus, passion for invention, commitment to
operational excellence, and long-term thinking. Amazon strives to
be Earth’s Most Customer-Centric Company, Earth’s Best Employer,
and Earth’s Safest Place to Work. Customer reviews, 1-Click
shopping, personalized recommendations, Prime, Fulfillment by
Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire
tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology,
Amazon Studios, and The Climate Pledge are some of the things
pioneered by Amazon. For more information, visit amazon.com/about
and follow @AmazonNews.
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