AI-driven quality reach in open internet advertising: The Brand+ video advantage

Brand+: Meeting shoppers where they actually are

Amazon Ads AI-driven advertising solution, Brand+, is designed to help brand awareness campaigns achieve more on the open internet via Amazon DSP. Advertisers can optimize for specific brand objectives, like reach or frequency, while working to identify and engage high-intent customers who may be more likely to interact with their brand. Today's shoppers no longer follow a predictable path to purchase. They browse, compare, and buy across devices and moments in ways that traditional audience segments may not fully capture. For Consumer Packaged Goods (CPG) and Hardlines brands in the UAE, relying on demographic segments or past purchase data alone can mean high-value prospective audiences go undiscovered.

Brand+ helps address this by applying AI-powered predictive modeling that evaluates trillions of real-time signals at the time of each auction, working to identify strong prospects regardless of whether they fit a predefined profile. Brand+ can help advertisers expand their reach beyond standard audiences while driving efficiency gains without sacrificing control. Advertisers retain full access to transparent reporting and can exclude specific audiences or inventory sources based on their own brand and strategic requirements.

Built within Amazon DSP, Brand+ draws on trillions of shopping, browsing, and streaming signals to help identify relevant audiences at scale. Brand+ launched globally on January 30, 2025. The results referenced in this article are based on beta testing conducted across select CPG, Consumer Electronics, and other Hardlines categories in the UAE. Our analysis period was between January 1 and December 31, 2025.

In our beta analysis, Brand+ demonstrated cost efficiency in open internet advertising through AI-driven optimization, achieving a 7.8x cost per thousand reach (CPR) improvement compared to non-Brand+ campaigns.¹ Furthermore, Brand+ operated with CPM rates 7% lower than non-Brand+ campaigns for video, supporting cost-effective reach.²

AI-powered optimization for quality reach and cost efficiency

The CPR improvement across video formats in our beta suggests that AI-powered targeting, which analyzes trillions of shopping and streaming signals, can outperform traditional approaches in delivering measurable business outcomes. The advantage lies in Brand+'s combination of first-party data insights and AI optimization capabilities, while maintaining comprehensive brand safety protocols.

Brand+ vs standard video CPR performance, 7.75x improvement

In our beta, Brand+ video campaigns achieved a CPR of $0.04 compared to $0.31 for standard campaigns, a 7.75x improvement.³

Brand+ vs standard video CPM comparison, 6.8% lower cost

Brand+ video campaigns achieved a CPM of $3.86 versus $4.14 for standard video, 6.8% lower cost, supporting more cost-effective reach while maintaining campaign quality.⁴

Brand+ replaces broad demographic targeting with a predictive AI model that continuously analyzes real-time behavioral signals, including shopping intent, browsing patterns, and streaming behavior, to help identify audiences more likely to engage. This precision can mean impressions are served to higher quality audiences, helping reduce wasted spend and drive CPR down.

Brand+ vs standard new-to-brand rate, 1.4x improvement

In our beta, Brand+ outperformed standard campaigns on new-to-brand (NTB) customer acquisition. For video, Brand+ achieved a 46% NTB rate compared to 32% for standard campaigns, a 1.4x improvement, meaning nearly half of all customers reached had not previously purchased from the brand.⁵

Strategic recommendations for open internet adoption

For brands across MENA, the open internet is an increasingly important channel where purchase decisions are shaped. Brand+ can help make the case for open internet investment: its AI-driven targeting, powered by trillions of real-time shopping, browsing, and streaming signals, can help reach audiences who are actively in the market segment but have not yet engaged with a brand, supporting improvements in cost efficiency, customer acquisition, and downstream purchase intent. In a region where digital consumption is growing, brands that adopt early may be well positioned to build share of mind. The combination of simplified campaign activation, AI-driven real-time optimization, and access to premium inventory across streaming TV, online video, and display can help remove traditional barriers to entry, making Brand+ an accessible route to open internet scale for MENA advertisers today.

Sources

^1–5 Amazon internal data, UAE, 2025.