Managed Service Display Ads (US, UK, DE) on the new Alexa+ Home Screen

What launched?

Managed service advertisers in US, UK, and DE can now use Component Based Creatives for display ads on the new Alexa+ powered Echo Show Devices (and on the original classic Alexa devices), replacing the Alexa Home Screen Ads creative template. Alexa+ is Amazon's AI-powered next-gen assistant. These ads offer two click-through destinations: "Advertiser Website" (to advertiser's site or Amazon page) or "Video Playback" (on-device video). These display ads will continue to be available to purchase via SOV or Rotational Guaranteed media (Alexa Home Screen Creative Specs).

Why is it important?

Component based creatives will ensure that advertisers can continue to reach Alexa customers as they adopt new Alexa+ powered devices as well as on the original classic Alexa devices, with the same standard creative assets they already use on other ad platforms. Amazon’s genAI capabilities will ensure that the ads dynamically adapt across 5, 8 and 10 inch Alexa device varieties. This simplified campaign setup eliminates the need for custom creative assets and reduces campaign launch SLA by 4 days (from current 8 days to 4 days).

Where is the feature available?

• North America: United States
• Europe: United Kingdom, Germany

Who can use it?

• Managed Service Advertisers

Where do I access it?

• Amazon-DSP