October 25, 2023

Cross-channel planner

Announced at unBoxed 2023

What launched?

Introducing the Amazon Ads cross-channel planner, a holistic media planning solution empowering users to create full funnel media plans across audience touchpoints on Amazon- including sponsored ads, display, online video, streaming TV, audio- and beyond Amazon. Our integrated, comprehensive tool harmonizes insights, audience segmentation, and budget optimization, offering advertisers dynamic options for simulating media strategies with precision and efficiency.

In an era where customer engagement spans across a multitude of touch-points, the cross-channel planner equips advertisers with audience insights and opportunities, guiding them through the intricacies of the shopping journey by providing insight into each phase of the purchase journey such as audience size, detailed demographic and behavioral insights. Leveraging real-time analytics and machine learning audience algorithms, we empower advertisers to optimize budget allocation and potential reach dynamically, ensuring campaigns adapt in real-time. The reach estimates help set expectations for the budget required to address a certain percentage of the audience at each stage and to ensure that an allocation across multiple products or stages achieves net-new reach.

The cross-channel planner simplifies non-linear shopping engagements to generate insights driven, audience/category/product specific channel plans for reach on Amazon and beyond.

Why is it important?

The cross-channel planner helps advertisers connect to their customers across the shopping journey, by providing audience sizes, insights, and opportunities to move customers from awareness to conversion. The cross-channel planner helps advertisers test their audience reach hypothesis to confirm or change their initial beliefs, based on new insights.

The Amazon Ads cross-channel planner embraces the intricacy of non-linear shopping engagements and helps advertisers create comprehensive, insight-driven channel specific plans that adapt to evolving shopping journeys, driving optimal awareness, engagement, and conversion. The cross-channel planner also helps advertisers find opportunities for budget and reach optimization based on selected inputs such as audience goals, category and ASINs. Advertisers are able to comprehensively plan across multiple ad formats.

Where do I access it?

  • Amazon DSP
  • Advertising console

Who can use it?

  • Managed service

Where is it available?

North America
  • CA
  • US
  • UK

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