Streaming and rewarded display among Amazon’s new ad solutions

Amazon Ads hosted its annual conference this week in NYC, unBoxed 2022, by revealing new products and capabilities during its day one keynote.

With a tougher period ahead and economic uncertainties, the seven new solutions aim to provide a roadmap for advertisers and brands of all sizes.

Features include campaign presets and recommendations, as well as a simple video creation tool. “We want to bring the power of video advertising to more brands, no matter their size or level of resources,” said Tanner Elton, Vice President of US Sales.

Charlie Cadbury, CEO of Say It Now, the voice-enabled tech provider, commented on unBoxed: "Amazon are at pains to point out their growth of owned media opportunities with the 'historic' signing of rights for 'Thursday Night Football' for 11 years. This builds on its rights to Premier league, UEFA and ATP tennis.

"It was keen to point out the interactive ad formats now available on audio and streaming music powered by Alexa which Say It Now has been powering now for a while.

"It is leaning into creative process and Amazon Marketing Cloud (AMC) is growing fast to support the Amazon Ad business."

The reveal included three main new updates: AMC's new adtech capabilities, rewarded Sponsored Display, and streaming and video solutions.

1. AMC new adtech capabilities help brands solve addressability and media fragmentation challenges. They showcased how advertisers use their clean room service to support more flexible analytics and build their own ad tech solutions.
2. 92% of respondents (2021 Amazon Ads survey of US adult Amazon shoppers) said they were more likely to take action if offered an Amazon shopping credit. Rewarded Sponsored Display will be available to US advertisers in closed beta. Brands will be able to add an Amazon shopping credit directly into the Sponsored Display creative, and customers receive the reward by clicking on the ad and purchasing the featured product. Physical store advertising and campaign optimization capabilities were also revealed to advertisers.
3. 73% of consumers say they prefer video ads to learn about products and services, and 88% say video ads have convinced them to buy, revealed research from Wyzowl. Amazon reacted to this research and have released new video and streaming media solutions.