The Intentwise team has been out in full force at Amazon unBoxed. This morning, during the unBoxed keynote address, we got to hear some of Amazon\u2019s biggest advertising announcements up close.<\/p>\n\n\n\n
One of the themes from this conference is to \u201creinvent what\u2019s possible,\u201d a commitment that spans Sponsored Ads, DSP, AMC, generative AI, and more. <\/p>\n\n\n\n
Long story short: Amazon is rolling out a series of exciting updates. If you weren\u2019t in the room, and you want to know the key takeaways, don\u2019t worry. We\u2019ve got you covered.<\/p>\n\n\n\n
We wrote up a quick guide to the biggest announcements. On Monday, we\u2019ll be following up with some deeper analyses of these announcements and what they might mean for you. <\/p>\n\n\n\n
But for now, here\u2019s what you absolutely need to know:<\/p>\n\n\n\n
One of the most exciting announcements is the addition of a new ad type to Amazon\u2019s Sponsored Ads stack: Sponsored TV. <\/p>\n\n\n\n
Previously, accessing Amazon\u2019s streaming TV ads required spending on DSP, which usually meant a minimum commitment of tens of thousands of dollars per month. Now, with Sponsored TV, anyone can run a streaming TV ad.\u00a0<\/p>\n\n\n\n
There\u2019s no minimum campaign spend requirement. Amazon does, however, suggest a daily campaign budget of $150-$250. <\/p>\n\n\n\n
Don\u2019t have creative assets that are ready for streaming TV? Amazon\u2019s creative services can build it for you, using your existing assets. <\/p>\n\n\n\n
Where will Sponsored TV ads appear? <\/strong><\/p>\n\n\n\n For now, Sponsored TV ads will reach shoppers on:<\/p>\n\n\n\n <\/p>\n\n\n\n What attribution metrics are available? <\/strong><\/p>\n\n\n\n You will be able to measure performance based on: <\/p>\n\n\n\n <\/p>\n\n\n\n What are the targeting options? <\/strong><\/p>\n\n\n\n Amazon says you will be able to reach shoppers based on: <\/p>\n\n\n\n Amazon also teased that it would be rolling out generative AI for ad creative.\u00a0<\/p>\n\n\n\n How does it work? As an example, you might have a photo of your product against a white background. <\/p>\n\n\n\n With generative AI, according to Amazon<\/a>, you can put it against a more dynamic background\u2014place it in a kitchen or a living room, for example. <\/p>\n\n\n\n Not happy with the results? Tweak the image further with text prompts. <\/p>\n\n\n\n On the DSP side, there are two major updates. <\/p>\n\n\n\n Predictive DSP advertising.<\/strong> DSP is about to get a lot more automated. If you\u2019re struggling to figure out which audiences to target, you now have the option of letting DSP take on some of the lift for you. Set a KPI, and then let DSP bid for you. <\/p>\n\n\n\n Hourly DSP metrics. <\/strong>Amazon Marketing Stream (AMS) provides hourly data for SP, SB, and SD ads. Now, DSP is being added to that list. In other words, you can now daypart with DSP. <\/p>\n\n\n\n Previously, advertisers could previously only see New-To-Brand data when a shopper purchased a product. <\/p>\n\n\n\n Now, Amazon is introducing a new category of New-To-Brand Consideration metrics that allow you to track New-To-Brand shoppers that visit a product page or<\/em> add a product to cart after seeing an ad.<\/p>\n\n\n\n The big update to Amazon Marketing Cloud, meanwhile, is a feature called Template Analytics. Template Analytics makes it easier to run queries, and then map out the results. <\/p>\n\n\n\n With Template Analytics, choose from a small set of pre-written AMC queries, and then let Amazon graph out the results for you.<\/p>\n\n\n\n Some of the starting templates include<\/a>:<\/p>\n\n\n\n\n
\n
\n
AI-generated ad images are here<\/strong><\/h3>\n\n\n\n
Speedier metrics are coming to DSP<\/strong><\/h3>\n\n\n\n
KPIs are getting more sophisticated<\/strong><\/h3>\n\n\n\n
Amazon Marketing Cloud is getting easier to use<\/strong><\/h3>\n\n\n\n