Tag: Amazon Ads

Singapore – Amazon Ads has unveiled new updates for its Amazon Demand-Side Platform (Amazon DSP) that drive precise full-funnel audience reach with streamlined campaign planning and optimisation, as well as introducing its AI creative studio and audio generator, two new generative AI tools designed to lower creative barriers and expand opportunities for advertisers to scale their reach.

To increase advertiser efficiency, Amazon DSP is launching a new user experience with simplified workflows to enable campaign creation in just a few clicks. In early tests, the new consolidated display line-item feature reduced campaign setup time. This feature brings together desktop, mobile, and app display inventory into a single line item, making it easier to launch and monitor reporting.

Moreover, Amazon DSP enhancements also include new frequency cap controls and reporting to simplify frequency management. Advertisers can now use the frequency groups feature to holistically manage their frequency caps across multiple campaigns, channels and devices—such as capping ad frequency at a household level. 

Lastly, Amazon Ads is also launching an ads data manager. This easy-to-use interface enables advertisers to securely upload their signals once, and then use them across Amazon DSP and Amazon Marketing Cloud (AMC) to engage relevant audiences, measure conversions, and optimise campaigns. It is integrated with providers like Treasure Data, Salesforce, and Tealium, so advertisers can import their first-party data from wherever they store it. With this, advertisers can use ads data manager to connect their first-party data with Amazon DSP audiences, and it will be fully integrated with the Amazon DSP and AMC in 2025.

Kelly MacLean, vice president of Amazon DSP, said, “The digital advertising landscape is rapidly evolving, with streaming TV becoming mainstream and full-funnel, cross-channel reach and measurement taking center stage. We’re inventing ad tech that makes it easier for all advertisers to navigate this evolution with precise reach, deeper insights, and direct measurement.”

She added, “Amazon DSP can uniquely drive top-to-bottom outcomes on Amazon’s properties, such as the store and Prime Video, as well as across leading streaming apps and premium publishers. We look forward to seeing advertisers leverage the capabilities announced today to fuel their business growth and engage more customers.”

Meanwhile, With audio generator, Amazon Ads expands its suite of AI-powered creative tools – including Image generator and Video generator – empowering brands to connect with customers across the shopping journey. These tools make it simple to build and activate new campaign creatives, helping brands experiment more freely and optimize based on performance – with little more than the information on their Amazon product page.

To further enhance a seamless ad building experience, Amazon Ads is releasing AI creative studio – which helps advertisers explore and create unique ads all in one place. AI creative studio brings Amazon Ads AI-powered creative generators into a single application, where brands can conceptualize, create, and refresh content regardless of format. Whether it’s turning a simple product shot into videos or, in the near future, converting a TV commercial into online sponsored ads, AI creative studio makes it easy to build and scale campaigns in innovative ways – helping brands reach customers.

Jay Richman, vice president of creative experiences for Amazon Ads, said, “We’re excited to introduce these new AI-powered creative tools, which have the potential to transform how brands connect with Amazon customers.By reducing the complexities of working across multiple formats and placements, these innovations empower advertisers to more easily reach their target audiences at every stage of the marketing funnel. They can also easily update creatives seasonally, generate fresh, trend-driven content, and tailor ads to different use cases. This leads to a more dynamic and engaging customer experience, ultimately helping to drive overall campaign performance.”

Sydney, Australia – In partnership with Amazon Ads Australia, global commerce agency Reprise Commerce launched their new program Amazon Ads Accelerator, a bespoke in-person masterclass focused on retail media capability.

The program aims to provide foundational knowledge and tactical skills to develop and manage successful end-to-end campaigns with Amazon to drive client growth. It is open to all IPG Mediabrands’ agencies including Reprise, Initiative, UM and Matterkind, with plans to expand into other markets next year.

Amazon Ads Accelerator features curated bespoke content within the pilot program that covers five key topics across two days. This includes Amazon Essentials, Insights and Planning, Sponsored Ads, DSP and Ad Tech, and Brand Innovation Lab. 

The participants are expected to become certified in an area of relevant specialisation by the end of the program.

Jess White, CEO of Reprise, shared that she is “incredibly proud” to be piloting the new program content in the ever-evolving eCommerce landscape. She said, “Accelerator is a game-changer and is key to evolving Reprise’s eCommerce offering in a rapidly hanging and very competitive environment.”

She added, “The masterclass delivers an immersive experience for teams to develop holistic strategies that amplify Amazon capabilities to drive sales growth. By creating seamless customer flow across the purchase journey, Accelerator further enhances the success of Reprise’s proprietary FLOW framework, designed to maximise outcomes for clients.”

Stef Morrison, eCommerce lead at Reprise Commerce also said, “Our clients will benefit from the additional knowledge and skills our teams are armed with; it clearly enhances inter-agency collaboration across IPG agencies; and importantly it provides our people with inspiration on how the Amazon marketplace is valuable for brands who sell – and don’t sell – on Amazon by providing solutions for every stage of the consumer journey.”

“We are thrilled at the response from our teams on the day, they were highly engaged asking lots of questions and there was a real buzz around collaborating on full funnel eCommerce solutions for our clients,” Morrison added.

The program commenced in Sydney last week and will be rolled-out to Melbourne on December 6.