unPacking Amazon's unBoxed ⬇️
- AMC for all
- Audience Bid Boosting
- AI Creative Studio
- AI Audio Generator
- Multi Touch Attribution Beta - SP and DSP
- New Product Campaigns
- New DSP Experience
🔶 Long Term Sales Impact Dashboard-
“Long-term sales insights estimate the sales that a brand can expect to generate over the next year based on how effectively their campaign moves new-to-brand shoppers down the purchase funnel.
For example, a customer may click on an ad and engage with a brand for the first time by visiting their product page, and go on to purchase from that brand months later.
With long-term sales insights, that campaign now receives credit for the new product page visit based on the historical outcome from customers who have also visited a product page. Together, immediate sales and long-term sales metrics help advertisers quantify immediate sales and potential return from driving key customer engagements throughout the funnel.“
🔶 Multi-touch attribution -
“Multi-touch attribution is new campaign measurement that divides credit for Amazon purchase conversions across Amazon Ads touchpoints in proportion to their value—that is, their likely contribution to shopping decisions.
This approach helps you see the value of ads that appeared earlier in the customer journey, like awareness campaigns that build interest before shoppers are ready to buy.
When shoppers interact with more than one of your ads before buying, multi-touch attribution divides the credit among those ads and gives more credit to the ads that were more likely to have influenced the decision.”
🔶 Audience bid boosting -
“Amazon Ads is launching audience bid boosting for Sponsored Products and Sponsored Brands, enabling advertisers to reach and engage audiences they define and create.
With this new offering, advertisers can create custom audiences, such as shoppers who have not previously purchased their product and shoppers who were exposed to their streaming TV campaigns. Advertisers can adjust their bids for these audiences to help drive greater product discovery and sales.
Audience bid boosting taps into Amazon Marketing Cloud (AMC), a privacy-safe, cloud-based, clean room environment. Advertisers build their custom audiences within AMC, and those audiences are then made available within their sponsored ads account. This allows advertisers to adjust bids for those audience groups when launching their Sponsored Products and Sponsored Brands campaigns.”