People go about their day being routinely distracted by their screens, channels and devices. Reaching customers with the right message at the right time when they’re always on the move is more challenging than ever when dealing with fragmentation at many levels.
The media buyer of today has a more complex task than ever as they keep up with the growing number of ways to reach customers and deliver full-funnel outcomes. They must ensure they’re able to reach their customers at that critical moment in the day when someone may be receptive to that message, whether that comes on a mobile browser, a connected TV or through their latest podcast. However, they must also find an efficient and economical way to do this.
Serving the right ad in the right moment is becoming an art form. Think about the last time you finally decided to buy that pair of shoes or book a hotel. This could happen at any time of the day, on any device, in any variety of contexts. Advertisers must have the capability, the strategy and the technology to ensure that the right ad is primed for that consumer at that moment.
To do so and achieve true relevancy requires the combination of strategic human insight to orchestrate a campaign and sophisticated technology that can effectively use data to make decisions on when to deliver that ad. This can feel like an insurmountable challenge, and that has led some marketers to ask important questions, and look to new solutions to get answers. Can curation help buy the right inventory? Can automation remove the painstaking work of campaign set up and optimization? Can generative AI build comprehensive media plans? To some degree, these methods appear to be ways of simplifying the equation to make media buying the way it used to be.
Going further, what if data and technology were used to drive an exponential improvement in the way media is delivered—a way that matches the connected modern consumer? The combination of scaled data, powerful technology and the ability to leverage brand DNA will enable savvy marketers to drive this relevance and improve performance.
Amazon Ads has been working with a number of brands and partners to put the pieces of this jigsaw puzzle together while leveraging the unique breadth of Amazon signals. With 89% of U.S. households shopping on Amazon and more than 275 million U.S. consumers reached at various touchpoints throughout the funnel, Amazon Ads has built-in, high-fidelity signals that can power advanced decisioning through its demand-side platform. But harnessing these signals to drive custom outcomes for a variety of advertisers with differing objectives and goals also requires the flexibility to connect with systems that manage and drive that total investment.
That’s why Amazon has invested in solutions that enable marketers to unleash their first-party data in their advertising strategies. In 2024, Amazon Marketing Cloud on AWS Clean Rooms announced it would help advertisers use their first-party signals to collaborate with Amazon Ads’ unique signals. That year, the privacy-safe Ads Data Manager also launched, which helps advertisers onboard their first-party data and use it securely across all Amazon Ads products.
Amazon Ads has also invested in the tools to enable marketers to put these signals to work. Solutions such as Performance+, an Amazon DSP campaign type which drives improved performance for conversion goals on Amazon and beyond, unlocks the power of AI to deliver on advertiser’s business goals, enabling them to harness technology underpinned by brand DNA. You also have the flexibility to manage key optimizations, such as brand safety, to maintain full control. Marketers using Performance+ are seeing up to a 2X improvement in their CPA from prior techniques, demonstrating how the infusion of first-party signals enables technology to deliver results.
Meanwhile, Ad Relevance is Amazon DSP’s reimagined approach to achieving relevancy, leveraging durable, unique signals from Amazon’s diverse consumer interactions to ensure that marketers can serve the right ad, even without IDs, at that critical moment. Advertisers are seeing the pool of addressable supply expanding on Amazon DSP, with a 14% spend shift towards previously non-addressable audiences on Safari, Firefox, and iOS.
With these tools, advertisers can plan, build, activate and measure with all of their information. This helps brands scale into new channels, formats and tactics with greater ease, all while remaining connected to their overarching strategy, and without the sprawl that can come from a more piecemeal approach. Taken together, it’s a new way from brands to achieve relevance with the audiences they want to reach most, and improve outcomes at the same time.
