Amazon Advertising Innovations: 5 Key Takeaways from unBoxed

Amazon unBoxed recently unveiled a treasure trove of innovations, leaving marketers (and their agencies) exhilarated about the future of online advertising. As digital marketing specialists utilizing Amazon’s Advertising Technology tools, we attended unBoxed 2023 to learn about the tech giant’s newest solutions to help our clients stay ahead of the curve. Here are our top five takeaways from this groundbreaking event:

Amazon is taking creativity to the next level with its new AI-generated images. Currently in beta, this feature allows advertisers to upload product images and receive custom backgrounds created by generative AI. What's more, marketers can fine-tune designs through simple text prompts, promising unparalleled customization for Sponsored Brand campaigns.

Breaking barriers, Amazon introduced Sponsored TV Ads, a self-service streaming TV ad solution, without a minimum spending requirement. These ads will appear on popular platforms like Freevee, Twitch, and Fire TV apps. With robust targeting options, this move democratizes access to Sponsored TV Ads, and is a game-changer for small and medium-sized businesses wanting to engage audiences without hefty financial commitments.

Amazon Marketing Cloud is getting a significant upgrade, introducing template analytics. Users can now select pre-written queries, empowering Amazon to generate insightful reports. While currently limited in application, this update simplifies AMC for newcomers, eliminating the need for complex SQL coding knowledge. With templates like Sponsored Ads & DSP Overlap, DSP Path to Conversion by Device, and Reach & Impression Frequency, data-driven decision-making is now more accessible than ever.

Currently in beta, Amazon Publisher Cloud is an inflection point for publishers. This clean room solution enables precise planning of programmatic deals within the DSP environment, leveraging first-party signals and insights from Amazon Advertising data. This secure collaboration, facilitated by AWS Clean Rooms, empowers publishers to maintain control while benefiting from Amazon's expertise.

Amazon is extending its reach beyond its platform, placing sponsored products on premium apps and websites like Pinterest, BuzzFeed, and Hearst Newspapers. These placements drive discoverability, automatically linking ads to respective Amazon product pages. With seamless integration and detailed campaign reporting, marketers gain valuable insights into off-Amazon engagements.Amazon unBoxed has undeniably reshaped the advertising landscape, providing marketers with powerful tools to elevate their campaigns, engage audiences, and achieve unparalleled success.

Stay tuned as these innovations redefine the future of digital marketing, and contact us to learn about how Optimal can help you maximize your impact.