Amazon Ads has expanded its new-to-brand metrics suite, which helps advertisers understand, reach, and optimize their campaigns toward new customers. Hero Cosmetics worked with Perpetua from Flywheel to conduct a new-to-brand analysis and confirmed 76% of customers who saw their online video ads were new-to-brand shoppers.4 With the addition of new-to-brand consideration metrics, advertisers can now see, by campaign, how many customers saw their ad and visited the brand’s product page or added one of its products to their cart for the first time in the past 12 months. With this insight, a brand can understand how its advertising is growing reach and engagement with new customers.
Truly understanding the customer journey means using all of a brand’s available signals together, as easily and effectively as possible. With Amazon DSP Events Manager, advertisers can create predictive audiences, measure performance, and automate optimizations using their first-party conversions and other types of event signals. For example, a fashion brand or automotive dealer may learn that new-to-brand purchases made by those who have watched videos on their website lead to more purchases down the road. The brand can use Events Manager to create predictive audiences based on this insight in Amazon DSP, to reach the most relevant audiences, customize how they measure campaign success, and optimize toward those goals. Financial services and automotive brands that have used Events Manager have improved cost-per-acquisition by 30% or more.5
Events Manager will soon feed into Amazon Marketing Cloud, the flexible Amazon Ads clean room analytics service. AMC provides advertisers, including those that do not sell in Amazon’s store, the ability to analyze their first- and third-party signals to produce core marketing metrics on such as cross-media reach, impression frequency, and path-to-conversion, to name a few. With AMC Template Analytics, advertisers now use prebuilt templates to generate these insights faster, and without needing to develop any code.
“Today’s customer journeys are complex. Marketers need the ability to easily bring together disparate signals and analyze them in ways that serve their unique business needs, for example, understanding what combination of advertising touchpoints lead to a conversion. This is what we’re solving for with Amazon Marketing Cloud,” said Paula Despins, vice president of measurement at Amazon Ads. “More insights mean more impactful advertising for both brands and shoppers, which is what it’s all about at the end of the day.”