Amazon unBoxed 2024: Unlocking Advanced Tools for Smarter Advertising

Voyageur Group attended Amazon’s annual advertising conference - Amazon unBoxed this week in Austin, Texas.?

Below is a recap of the biggest announcements, what they mean, and our take on how these new tools will be used.

It is clear that Amazon is investing heavily to continue to establish its advertising network as a Full Funnel provider with lots of exciting upper funnel products with enhanced New Measurement Tools to help advertisers continue to move up form on-platform to treat Amazon Ads as a holistic full funnel partner.?

Amazon's Unboxed 2024 event unveiled a range of tools designed to enhance AI-powered content creation, advanced measurement capabilities, and precise audience targeting. At Voyageur Group, we’re focused on how these innovations will help brands build targeted campaigns with fewer resources while driving smarter engagement with customers.

AI Creative Studio: Compelling Content Made Simple and Scalable

Amazon's AI Creative Studio offers new ways for brands to produce high-quality content across formats, even with limited creative assets. The suite includes tools to generate video, audio, and interactive images, helping advertisers create engaging campaigns efficiently:

• Video Generator: Converts product details and reviews into dynamic short-form videos.
• Audio Generator: Produces engaging, interactive audio ads tailored to your brand’s tone and style.
• Seamless Canva Integration: Brands can create assets directly in Canva and upload them into Amazon’s platform, ensuring compliance and ease of use.

Voyageur Insight: These tools remove the common barriers of creative production, empowering brands to leverage Amazon’s full advertising suite more effectively. This will be an initial win for smaller brands who don’t have the resources to do creative in-house or afford an agenc partner to support. While we, at Voyageur Group, have an in-house creative team, what excites us most is the ability to refresh content faster and more frequently, ensuring maximum customer engagement. As AI capabilities evolve, we expect to see content dynamically updated in real time, driving continuous relevance and stronger connections with audiences.

Audience Bid Boosting: The Future of Campaign Optimization

Audience Bid Boosting ensures brands can target high-potential customers with precision, leveraging Amazon Marketing Cloud (AMC):

• Automatically increase bids for audiences who interacted with ads but didn’t convert, improving the chances of reaching customers ready to purchase.
• Seamlessly align DSP and Sponsored Products campaigns through AMC. Advertisers can build lookalike audiences—such as those similar to frequent purchasers—and dynamically boost bids to drive conversions.
• Available now via API and coming soon to console, these tools enable real-time campaign adjustments based on customer behavior.

Voyageur Insight: The alignment between DSP and Sponsored Products provides brands with unprecedented control over targeting strategies. With AMC data, we can prioritize high-intent customers, increasing the efficiency and impact of your campaigns. On the Sponsored Ads side of the business this is the most exciting update. This will really help full funnel strategies come to life as we will have the ability to increase bids on relevant search terms when a known audience - who has already seen and upper funnel ad - arrives at Amazon.com and is searching for relevant keywords. This is exciting stuff.?

Multi-Touch Attribution (MTA) and Audience Bid Boosting: The Future of Campaign Optimization

Amazon’s Multi-Touch Attribution (MTA) provides a deeper understanding of how interactions across various ad touchpoints—such as DSP, Sponsored Products, and Sponsored Brands—contribute to conversions. Unlike traditional last-touch models, MTA highlights the full funnel's cumulative impact, enabling smarter campaign optimizations.?

With Amazon’s MTA, Amazon will attribute a portion of sales to previous touch points in the advertising path to purchase. This will help advertisers make decisions about where to invest and divest across the entire funnel and look at a singular KPI for various media tactics.?

Voyageur Insight: We believe that Amazon’s MTA is an interesting - and potentially good - update to full funnel measurement for Amazon. Our biggest concern will be de-mystifying and trusting how Amazon assigns values to each point of influence along the funnel. While Amazon works hard to have advertisers use its advertising for full funnel marketing is there any risk that MTA will over-value upper funnel tactics? Our role in this will be to use these reporting tools to effectively plan and optimize our client’s investment but to also play devils advocate with any results provided by MTA to make sure black box reporting is still aligning results to each of our clients goals and budgets.?

Advanced Measurement and Analytics with AMC: Insight-Driven Campaigns

Amazon has expanded the Amazon Marketing Cloud (AMC) with new features that give brands deeper insights across the entire customer journey:

• Conversion Path Reporting: Tracks customer behavior across 60 days, showing which ad touchpoints drive the most conversions.
• Long-Term Sales Metrics: Provides insights into how campaigns impact new and repeat purchases over 12 months, helping brands plan for sustained growth.
• Custom Audience Segmentation: Allows brands to build lookalike audiences and identify cross-channel opportunities with greater precision.

Voyageur Insight: AMC’s expanded capabilities enable us to optimize campaigns with precision. With access to conversion paths, long-term metrics, and audience segmentation, we ensure that every marketing dollar is aligned with the strategies that drive the greatest outcomes.

Expanding Video and Live Sports Advertising: Full-Funnel Opportunities at Every Level

Video and live sports took center stage at Unboxed 2024, underscoring Amazon’s commitment to making full-funnel advertising accessible to all advertisers. From brand awareness to conversion, Prime Video ads and sports content offer new ways to connect with audiences and drive action across the funnel.

• Prime Video Ads: Expanded reach allows brands to engage audiences through high-impact streaming platforms.
• Live sports programming—including the NBA, WNBA, Nascar, and women’s soccer—offers exclusive opportunities to connect with highly engaged viewers.

Amazon emphasized that its full-funnel strategy spans from top-of-funnel awareness to lower-funnel conversions. New interactive tools on Prime Video bridge entertainment and commerce, driving deeper engagement while making campaign tools accessible for all advertisers.

Voyageur Insight: The combination of live sports, shoppable ads, and video tools will offer brands new ways to engage audiences across multiple touchpoints. We’ll integrate these innovations into your media plan, ensuring your campaigns drive both awareness and conversions efficiently.

The 3 Things Voyageur Group is Most Excited About

1. Audience Bid Boosting and Multi-Touch Attribution: These tools represent a major leap forward in campaign precision and measurement, allowing us to align DSP and Sponsored Products for real-time targeting and optimization.
2. AI Creative Studio: We're excited by the ability to refresh content faster and more easily, maximizing customer engagement.?
3. Amazon Marketing Cloud (AMC): AMC’s improved tools provide deeper insights and greater optimization, giving us the ability to track performance precisely and continually refine strategies for better results.

Voyageur Group’s Approach: Navigating These Tools for Maximum Impact

At Voyageur Group, our mission is to simplify the complex and ensure these powerful tools serve your business goals. By leveraging AI-driven creative tools and advanced audience insights, we help brands unlock new levels of precision and efficiency. We’ll work closely with your team to align these innovations with your growth strategy, ensuring that your campaigns not only reach the right customers but also create meaningful, lasting connections.

Stay tuned for more insights and updates as we continue to explore these tools and enhance your brand’s presence in the marketplace.