Amazon has given a virtual welcome to its advertising clients through , the annual Amazon Ads conference where the retail giant explores its new solutions and technology focused on helping brands grow through creating connections with customers. And among the novelties of this year, it has presented three new advertising formats in Amazon Spain.
And it is that as the habits, tastes and customs of consumers change, new advertising formats must also be created that manage to adapt to these new customs, in such a competitive online universe in which now more than ever it is imperative to create authentic relationships with customers in the channels where they are.
The new advertising formats for brands on Amazon Spain
Amazon Spain launched three new advertising formats that try to meet the expectations of customers within the media where they interact the most, at the same time as purchases that involve interaction with content and brands in more places than ever. Its new advertising formats are:
Sponsored Display in live streams on Twitch
Streaming is becoming more relevant every day, whether it is to watch a gamer, support an athlete or attend a virtual concert. According to Amazon, its streaming platform Twitch has 30 million daily users who access their content live, an audience that continues to grow.
That is why within its new advertising formats, Amazon has released this solution to connect with the Twitch audience.
According to Amazon, “Sponsored Display Ads are self-service, easy to set up in minutes, and help brands connect with relevant audiences both inside and outside of the Amazon store.”
Now, Sponsored display ads, which appear on users’ screens as banners of different formats, can be found in the Twitch navigation tab as well as during broadcasts, in addition to seamlessly integrating with live broadcasts, offering a new option for brands in Spain, Germany, Canada, the United States, , Italy and .
Brand metrics
The brand statistics Brand metrics offer a measurement solution that quantifies opportunities for brands at every stage of the Amazon customer experience..
As Amazon explains, brand metrics “They are built at scale to measure all purchase interactions with your brand on Amazon, not just interactions attributed to ads. Additionally, Brand Metrics breaks down key purchase interactions at each stage of the buying process, so you can measure sales history after a consideration event or purchase.”
Also, brands can access awareness and consideration metrics, which according to Amazon “benchmark their performance against peers in their categories, using predictive consideration and selling models.” These reports allow you to measure the long-term value of brand engagement and assess what drives your business growth. The reports are updated weekly and present information 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 purchase interactions based on sales generated over a 12-month period
Brand metrics are in their beta version available in Spain, Germany, Canada, the United States, France, Italy, Japan and the United Kingdom.
New updates to Amazon Marketing Cloud
Amazon Marketing Cloud offers brands a secure and private environment where they can perform analytics across multiple data sets, both from the advertiser and from Amazon Ads campaign events, such as impressions, clicks and conversions.
These reports can help with measuring your campaigns, adjusting your audiences, optimizing supplies, and other actions you advertisers will be able to make informed decisions about their marketing investments across the different channels available.
Now Amazon Marketing Cloud introduces new capabilities: query times have been reduced, a simple user interface has been added that complements its API, and the following improvements have been added:
- Cadvertiser data set
Advertisers can now upload their own pseudonymous datasets to the Amazon Marketing Cloud instance and view them alongside event-level datasets from their Amazon Ads campaigns.
- New Instructional Reference Library
The new instructional query library provides templated analytic queries in a variety of measurement options. Advertisers can run or customize them according to their needs.
In this regard, Germán Martínez del Olmo, head of Amazon Advertising for Spain, tells us: “As consumers engage with brands in more places than ever, they are adapting and reinventing the way to attract audiences, using messages that have impact. At Amazon Advertising, we’re focused on helping advertisers create campaigns that reach relevant audiences, deliver meaningful experiences, and help build long-term connections with customers.”
Other advertising solutions on Amazon
Amazon also announced other advertising solutions at its event, which although they have not yet arrived in Spain, are being tested in other markets. These solutions are:
- interactive video ads
Amazon has turned the traditionally passive viewing experience into interaction by inviting customers to perform a purchase action on Amazon with their voice or remote control without interrupting the transmission. Now, in addition to the actions “add to cart” or “add to list”, “send me more information” is added to the experience of interactive video ads, so that customers can access more details through a QR code that appears on the screen.
- Interactive audio ads
Currently advertisers can run 10-30 second audio ads on Amazon Music and include voice calls to actionnow the interaction is taken to Alexa who can remind them of the product, send more information or add it to the basket in a much more natural and simple way.
Allows customers personalize your shopping experience on Amazon, by receiving notifications on your mobiles when a brand is about to broadcast on Amazon live, follow a brand, and also a feature where customers can see deals from brands they follow when they visit Amazon’s home page.
with this tool Advertisers can launch studies to get fast, reliable and actionable information to help them understand the impact of their marketing efforts. They can access six campaign objectives such as awareness, preferences, and intent based on survey responses from a panel of opt-in Amazon buyers.
Currently these tools are available in the United States, but it is expected that they will soon expand worldwide.
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