unBoxed 2022: Amazon Ads highlights new ad tech capabilities for more agile planning, measurement, and optimization
October 26, 2022
Today, at its unBoxed 2022 conference, Amazon Ads announced a host of ad tech updates designed to help brands solve evolving ad addressability and media fragmentation challenges, specifically focused on how it is building agile solutions that help advertisers with more effective campaign planning, measurement, and optimization. Amazon Ads also shared how advertisers and partners are utilizing Amazon Marketing Cloud (AMC), its clean room service designed to support more flexible analytics, to build their own ad tech solutions.
“We are constantly thinking about how we can better help marketers, particularly as they grapple with accurately measuring campaigns and adapting to the changes happening in digital advertising. Offering more actionable insights and increasing interoperability across our ad tech suite are examples of how we’re building to help brands operate more efficiently and make more informed business decisions,” said Keerat Sharma, director, Amazon Marketing Cloud and Ad Tech Solutions. “We are also thrilled to see how brands and agencies are using AMC to build creative new ad tech capabilities that make sense for their unique business needs.”
Amazon Marketing Cloud
Brands and agencies continue to find increasing utility from AMC, with the number of active AMC customers quadrupling in the past year. Based on direct feedback from these customers, Amazon Ads has focused on building out AMC capabilities across four areas: signal coverage, ease of use, actionable insights, and partner programs:
The addition of Sponsored Display and digital subscription events offers advertisers greater visibility into the total and incremental impact of different Amazon Ads formats, more comprehensive cross-media attribution, and a deeper understanding of the customer journey. Through an integration with Sizmek Ad Suite (beta), advertisers can build queries to analyze bidding efficacy, cross-publisher attribution, and total reach. Sponsored Brands signals will be added in early 2023.
Ease of use
Instructional Queries serve as simple playbooks that help advertisers get started with AMC. In the past year, AMC’s Instructional Query library has increased from 10 pre-built queries to more than 50. Improvements in the library make it even easier to use AMC with just one click. These queries can also be customized.
Amazon Ads will begin rolling out the ability for brands to manage their Amazon DSP audiences within AMC later this year. This will enable audience creation via an SQL statement, allowing for increased customization based on campaign goals and the ease of pushing these audiences directly into Amazon DSP for campaign activation.
Amazon Ads has begun rolling out AMC partner certifications across agencies, tool providers, system integrators, and software vendors. Certified partners are part of the Amazon Ads Partner Network and included in the partner directory, which makes it easy for advertisers to find potential partners based on their business needs.
Collectively, these efforts will further empower both brands and agencies as they leverage AMC’s functionality to guide decision-making and achieve their marketing goals. For example, ad tech agency Perpetua was able to use AMC to analyze campaign performance across media for “Into the AM”, an apparel brand. Perpetua observed that audiences reached by both Sponsored Products and Amazon DSP ads were 16 times more likely to make a purchase. Ultimately, Perpetua used these insights to create new campaigns for Into the AM that that helped drive a 200% new-to-brand sales increase and a 49% increase in branded searches in the Amazon store.1
Brands such as bottled water company Essentia also continue to leverage AMC capabilities to refine their broader marketing strategies and drive even more value across their Amazon Ads investments. Working with the ad agency OneStone, Essentia recently partnered with Pacvue’s Business Intelligence solution—which leverages AMC for insights on media mix, path to conversion, and affinity audiences—to inform their ad spend strategy on Amazon. Based in-part on analysis of AMC insights, Essentia was able to double their on-Amazon customer base—driving a 69% increase in return on advertising spend in less than one year.2
“AMC helps advertisers gain a clearer picture of the customer journey by answering meaningful and important questions around performance. Because AMC allows endless insight discovery, the Pacvue AMC Dashboard is a valuable starting point for the analytics that advertisers need to get a more robust picture of what is going on through the customer journey. At Pacvue, we are continuously building new ways for advertisers to take action with AMC and ultimately, better meet their marketing goals,” said Adam Hutchinson, director of marketing at Pacvue.
1 Perpetua provided performance data, 2022, US
2 OneStone provided performance data, 2022, US