Amazon Advertising Unveils Tools To Improve Brand-Customer Ties
At Amazon Advertising’s recent annual UnBoxed event, the eCommerce giant announced new features and tools to help brands improve customer relationships. “No one knows how to tell a brand story and educate their customers about its products and services better than the brand itself,” said Alan Moss, vice president of global ad sales at Amazon […]
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At Amazon Advertising’s recent annual UnBoxed event, the eCommerce giant announced new features and tools to help brands improve customer relationships.
“No one knows how to tell a brand story and educate their customers about its products and services better than the brand itself,” said Alan Moss, vice president of global ad sales at Amazon Ads. “And we’re striving to help brands accelerate this by creating differentiated interactive experiences that can help them tell their stories and cultivate long-term relationships across video, audio, display and brand shopping experiences both within and beyond our store.”
The New Tools
Interactive video ads
It allows viewers to request more information in interactive video ads on the IMDb TV app on Fire TV. They will receive an email or a QR code taking them to brand’s landing page on Amazon.
Also Read: Can Interactive Content Get You First Party Data?
Interactive audio ads
Amazon Music is providing listeners the options of “Remind me,” “Send me more information” or “Add to cart” in its interactive audio ads.
Brand Follow
Amazon is expanding its Brand Follow feature by displaying display deals from the brands consumers follow on Amazon’s homepage. Moss said this helps brands give their loyal followers special offers.
“Our vision for Brand Follow is to help brands create a community of advocates and enable them to reward and grow a loyal shopper base in Amazon’s store and, importantly for customers, Brand Follow offers a way to personalise their shopping experience,” said Moss.
Sponsored display ads on Twitch
The sponsored display ads on Twitch’s Browse tab and directory pages can now be integrated into Twitch livestreams in the U.S., U.K., Canada, France, Germany, Italy and Spain for now.
Also Read: TikTok Adds Brand Lift Study to Help Advertisers Measure
Amazon Marketing Cloud
Advertisers can upload their own data and query it along with data from Amazon ad campaigns. Amazon also recently launched a library with templated queries for a range of measurements.
“We’re continuously enhancing Amazon Marketing Cloud’s capabilities based on user feedback,” Moss said. “[We’ve] reduced query times, we’re adding a simple user interface that complements our API, and we’re enabling brands to bring their own first-party data sets into their AMC instance and customise queries based on their needs.”
Brand Metrics
It includes data such as the total number of shoppers who have considered a brand based on product detail page views or brand searches and the value of shopping engagements based on sales generated over a 12-month period. Brands can also see awareness and consideration data alongside competitors using predictive consideration and sales models. Reports are updated weekly.
Amazon Brand Lift
Amazon Brand Lift will allow advertisers to create surveys and solicit responses from a panel of Amazon shoppers. Brands can look into six campaign objectives, including awareness, preferences and intent.
Also Read: How Chatbots Can Enhance Customer Experience Using NLP
