Amazon turn into a brand experience place and not only a sales driver platform. (Amazon Ads Unboxed Event 21)
Sébastien Camusot
Helping enterprises deliver meaningful e-commerce experiences at Havas l Retail Media, Marketplace Consulting | ex-amazon
During the last Amazon Advertising’s annual UnBoxed event (Oct. 26/27), Amazon announced the launch of new features and tools.
Amazon turn into a brand experience place and not only a sales driver platform.?
The company launched Brand Metrics (a WW roll-out) a measurement solution to track how many people are considering their brand and how they stack up to competitors. It also launched a brand lift tool that allows marketers to create studies within Amazon DSP, then send them to a panel of opted-in Amazon shoppers.?
A new feature has been launched on Amazon Marketing Cloud to help advertisers to bring their own first-party data sets into their AMC instance and customize queries based on their needs.
They expanded Brand Follow to make it easier for shoppers to follow their favorite brands in Amazon’s store. To follow a brand, shoppers can simply hit the ‘Follow’ button, which has been included as an every-day part of the shopping experience –across?Stores ,?Posts , and?Amazon Live .
And is continuing to launch new interactive elements on new recent ads format though Twitch, Alexa, Audio Ads..
You can find the sum-up of features announcements below!
1/ Brand Metrics now available across Amazon
What launched?
Brand Metrics provides a new measurement solution that quantifies opportunities for your brand at each stage of the customer journey in Amazon’s store, and helps brands understand the value of different shopping engagements that impact stages of that journey. You can now access Awareness and Consideration indices that compare your performance to peers using models predictive of consideration and sales.
Brand Metrics quantifies the number of customers in the awareness and consideration marketing funnel stages and is built at scale to measure all shopping engagements with your brand on Amazon, not just ad-attributed engagements. Additionally, Brand Metrics breaks out key shopping engagements at each stage of the shopping journey, along with the Return on Engagement, so you can measure the historical sales following a consideration event or purchase.
Why is it important?
Upper-funnel marketing via Amazon Ads can be effective in driving brand-building objectives, however, there was still opportunity to show brands more indicators for their campaigns in addition to general reach/frequency measures and 3P survey-based solutions.
Brand Metrics is a new measurement solution offering brands actionable upper and mid funnel measurement, built with predictive and causal links to purchase. Brand Metrics helps you:
**Brand Metrics beta is available to eligible seller brand owners and vendors who have at least one month of sales and meet minimum orders per month requirements.
Watch the?4-minute demo ?on how to use Brand Metrics (available in English only).
Where is the feature available?
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Where do I access it?
2/ Instructional queries now available in Amazon Marketing Cloud
What launched?
Advertisers can now access the Instructional Query Library in the?Amazon Marketing Cloud (AMC) ?web-based UI. The library is a repository of SQL queries that can be directly utilized or customized by AMC users for common measurement and analytics use cases. Each instructional query contains business context, usage instruction, and query result interpretation guidance. Examples of instructional queries range from those that address typical measurement use cases such as path to conversion, to technical queries that teach advertisers how to filter text fields using regular expressions.
Why is it important?
AMC users can use Instructional Query Library to jump start query building, instead of writing queries from scratch. This helps advertisers to onboard AMC more easily and execute measurement tasks faster. Queries in the Instructional Query Library do not need to be used in their entirety. AMC users can always customize the queries they select to accommodate their unique needs. Instructional Query Library also helps to inspire advertisers to explore new measurement topics in AMC by demonstrating various use cases possible.
Where is the feature available?
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3/ Advertisers can now measure brand marketing impact using Amazon Brand Lift (beta)
What launched?
Advertisers can now design, launch, and view reporting of Amazon Brand Lift studies from within the?Amazon DSP ?console via self-service. Amazon Brand Lift helps advertisers quantify how their Amazon Ads campaigns are driving marketing objectives such as awareness, purchase intent, and ad recall. Amazon Brand Lift is powered by the?Amazon Shopper Panel , an invitation-only, opt-in program where participants can earn monthly rewards by choosing to share receipts from purchases made outside of Amazon.com or complete short surveys from within a standalone mobile app.
Why is it important?
Amazon Brand Lift is an easy, insightful, and privacy-safe way for advertisers to quantify the impact of upper and mid-funnel campaigns. With participation of the sizable, representative, and engaged Amazon Shopper Panel community, Amazon Brand Lift helps provide objective and concrete measurement results. The reporting provides insights such as how much an advertiser’s campaign has impacted the percentage of respondents who report being aware of a brand or interested in purchasing from a brand.
Watch the?3-minute demo ?on how to set up Amazon Brand Lift studies and interpret study results (available in English only).
Where is the feature available?
Who can use it?
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4/ New ways for shoppers to follow brands on Amazon
What launched?
We’ve expanded Brand Follow to make it easier for shoppers to follow their favorite brands in Amazon’s store. To follow a brand, shoppers can simply hit the ‘Follow’ button, which has been included as an every-day part of the shopping experience –across?Stores ,?Posts , and?Amazon Live . To stay connected with brands, shoppers may now see deals from brands they follow when they visit the Amazon homepage.
Why is it important?
Brand Follow helps foster long-term, loyal connections between Amazon shoppers and the brands they love. Today, there are more than 20 million Follow relationships between shoppers and brands in our store. Brand Follow offers customers another way to tailor their Amazon shopping experience, for example, shoppers can get mobile notifications when a brand is about to stream on Amazon Live, and now may see deals from brands they follow on their Amazon homepage. We will continue to create more experiences that showcase products and content to a brand's followers throughout the shopping journey on Amazon.
Where is the feature available?
Who can use it?
Where do I access it?
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