Amazon unBoxed 2023, the tech giant's annual conference, recently concluded with a bang, and it was nothing short of extraordinary. With an array of new product releases, updates, and innovative ideas, Amazon continues to push the boundaries of technology and redefine the way we live, work, and shop. Check out some of the most significant announcements from the event.
- Sponsored TV Ads
- Amazon announced Sponsored TV, an accessible advertising solution tailored for brands of all scales that are actively selling their products on Amazon in the United States. This innovative offering is designed to help brands connect with viewers on various streaming TV services. Sponsored TV empowers brands to initiate streaming TV campaigns without the constraints of a minimum spending requirement, allowing them to engage with audiences tuning into content on Amazon Freevee, live entertainment streams on Twitch, and third-party streaming TV platforms accessible through Fire TV applications.
- AI-Powered Image Generation
- The Amazon team also announced AI-powered image generation, making it accessible for those without in-house capabilities or agency support to craft brand-related visuals. Advertisers can easily create compelling visuals within the Amazon ad console by choosing their product and clicking "Generate." Using generative AI, the tool promptly generates a series of images with lifestyle and brand themes, all based on product details. Initially, this beta version is accessible to a select group of advertisers for their Sponsored Brands campaigns.
- Amazon Publisher Cloud
- Amazon announced its new Publisher Cloud, a collaborative service that empowers publishers to strategize programmatic agreements and execute them through Amazon DSP. This service is enriched by the capacity to evaluate their firsthand data signals in conjunction with insights derived from Amazon Ads. Amazon Ads is actively developing clean room functionalities to facilitate secure and efficient cooperation between Amazon Ads and its valued publisher and advertiser clientele, leveraging AWS Clean Rooms.
- Sponsored Display for All Brands
- Sponsored Display for brands operating outside of Amazon's store was also announced. In the past, sponsored ads were exclusively accessible to brands with products listed on Amazon. However, with this new development, enterprises in sectors such as restaurants and hotels, which are not traditionally found on Amazon, can harness Sponsored Display to connect with the Amazon audience.
- Enhancements to DSP, AMC, and More
- Amazon DSP is rolling out goal-based bidding, a feature that allows advertisers to set specific performance objectives for their campaigns. Amazon DSP will then automatically adjust their bids in real-time to maximize campaign delivery while achieving the specified performance target.
- Within the Amazon Ads API for Sponsored Display and Sponsored Brands, advertisers now have the capability to retrieve add-to-cart and new-to-brand - detail page view metrics.
- The cross-channel planner is an integral component of the newly introduced media planning suite within Amazon DSP. This suite offers comprehensive insights and performance analytics related to audiences and the supply chain, spanning across both Amazon and external third-party websites and applications.
- The Amazon Marketing Stream, a proactive API solution that provides hourly campaign metrics, has expanded its availability to a global audience. It now encompasses Amazon DSP metrics in addition to the already accessible reporting feeds for Sponsored Products, Sponsored Brands, and Sponsored Display.
- Events Manager will integrate seamlessly with the Amazon Marketing Cloud. This collaboration allows advertisers, even those not affiliated with Amazon's online store, to harness the power of both first and third-party data signals to derive essential marketing metrics, including cross-media reach, impression frequency, and path-to-conversion, among others.
Overall, the Amazon unBoxed event has showcased the company's vision for the future – one that is characterized by technological innovation and user-centric services. As consumers and technology enthusiasts, we can look forward to a future enriched by these remarkable developments. The potential for growth and impact in our daily lives is indeed thrilling, and Amazon's unBoxed event has left us with a lot to anticipate and be excited about.
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