The Amazon Ads event, unBoxed, brings news and reinforces commitment to the main objectives of advertisers.
Whether it’s the economy, changing consumer behavior, technological innovation, or expanding audiences. The advertising industry is in a state of constant transformation. That is why marketers and agencies must be up-to-date with the knowledge and tools to quickly address a variety of new challenges to achieve their business and communication goals.
“Brands are looking for new ways to reach and engage audiences at scale,” said Alan Moss, vice president of global ad sales for Amazon Ads. “At unBoxed 2022, we’re sharing how we’re innovating on behalf of our clients to help them navigate an ever-changing environment and create meaningful connections with their audience.”
From October 25-27, Amazon Ads hosted its annual global conference, unBoxed, at the Jacob Javits Center in New York. During the event, new advertising solutions were announced and experts shared their thoughts on how marketers face all these challenges.
In addition to spending management, it is also necessary to face the changes that consumers have made in the way they connect with brands. “Being able to measure the impact of advertising is always a top priority for marketers, but it’s especially important in times of economic uncertainty,” said Paula Despins, vice president of ad measurement at Amazon Ads. Despins also reinforced: “Brands and agencies must understand the value of their efforts and investments and have the knowledge to make every penny of their Marketing budget contribute effectively. That’s why measurement across all channels, at every stage of the funnel, is especially important right now.”
According to LLYC’s “New Metrics: The Road to Marketing Effectiveness” report, Mexican CMOs understand that there are opportunities for improvement when it comes to increasing measurement effectiveness. Thus, the need to increase the tools (76%) and measurement methods (52.1%) are the main areas to work on from their perspective. In general, marketers are focusing on insight-based strategies to maximize return on ad spend (ROAS) and justify every penny they spend.
During a Boxed 2022, Amazon Ads shared ways to increase channel efficiency and campaign optimization and launched a new feature for Sponsored Display. For advertisers who don’t have the expertise or resources to manually optimize Sponsored Display campaigns, newly released optimization rules automate the campaign bidding process using Amazon Ads’ own insights, intelligence and automation models.
Attention, the most valuable asset The number of internet users in Mexico grew 6.74% in 2021, reaching a total of 88.6 million connected people. From television to computers, tablets, mobile phones and more. Audiences divide their time and attention between screens and the content they want to buy, consume and interact with. With touchpoints on the rise, how can brands better connect with audiences on these screens with relevant messages in a way that adds value to their experiences?
A 2022 survey that Amazon Ads and Omnicom Media Group conducted with Latitude in the United States found that when ads are relevant and fun to audiences, they are more likely to like them. In this survey, 73% of consumers said their overall viewing experience is more enjoyable when ads are relevant.
By exploring different formats and understanding what content generates an audience connection, brands have the opportunity to stand out. In a recent analysis conducted by Amazon Ads and Kantar in the United States, which evaluated statistics on brand awareness, it was found that 88% of the best-performing creatives had video in the campaigns analyzed. And in the campaigns analyzed that included both video and display, brand awareness was double that of display-only campaigns.
“At Amazon Ads, we build creative and exciting products and services to try to meet the needs of all marketers,” said Heather Kehrberg, director of global creative success at Amazon Ads. “We know marketers care about creative quality, and we want to delight them with affordable creative solutions that help elevate their campaigns.”
During Boxed 2022, Amazon Ads offered other possibilities for brands to enhance their ad experiences through creative messaging, including Sponsored Display, which enhances your creative offering by unlocking video ad support. The new video format allows advertisers to showcase their products and brands through immersive narratives; for example, tutorials, demos, “unboxings” and testimonials. This launch allows Sponsored Display advertisers to showcase their products and brand in action via video at key moments in the buying process.
The challenge: create connections with the audience
Marketers not only want to create campaigns that reach the right audience, delight and increase conversion, but they also want to experiment and create authentic connections that result in brand consideration and loyalty.
“A continuously active approach can help them create meaningful connections with their audience on a day-to-day basis. By being present where your audience is, whether shopping online or streaming content, your brand can become easy for consumers to remember.” said Claire Paull, director of global marketing for Amazon Ads.
Additionally, a continuously active approach is important during this period of audience expansion, especially as consumers diversify their overall media consumption by shifting the time they spend on different channels. Being where the audience already is, through ads, can help brands become the first to be remembered by audiences who are at home, browsing products in stores or searching for entertainment options. At unBoxed, we’ve demonstrated how brands can create campaigns with precise reach they can trust.
Do you want to know more about the trends and ideas shared during unBoxed, as well as check the announcements of new products and features available in Mexico? The unBoxed page It’s packed with content, including streaming keynote talks so you understand how Amazon Ads can add to your brand’s marketing strategy, helping you achieve your communication goals and better connect with your customers.
With information from:
Jareen Imam, Sr. Content and Editorial Manager at Amazon Ads & Kimberley Fernandes, Regional Content Manager, LATAM at Amazon Ads.