Amazon Ads has announced the expanded availability of several of its ad tech solutions to help international advertisers reach audiences at scale and better measure the impact of their campaigns.
In a blog post the Amazon Ads staff said it has extended the availability of Contextual Targeting for self-service advertisers using Amazon DSP. Contextual Targeting helps advertisers to reach consumers based on real-time content consumption. Previously only available in the US, it has now been made available for self-service advertisers globally, Amazon said.
In addition, Amazon is aiming to bridge content and commerce with a new way to classify content that allows advertising messages to be matched at any moment in customers’ purchasing journey.
Advertisers can now select specific Amazon Products (ASINs) or Categories (Browse Nodes), and express the type of content where they want their ads shown on Amazon.com and via third parties.
To further help advertisers increase their addressable reach, Amazon Ads said it has has expanded modelled Amazon Audiences, a feature which matches the right message to the appropriate audiences by leveraging available event and contextual signals. It has now been made available for advertisers in Canada, France, Germany, Italy, Netherlands, Spain, Sweden and the UK.
To help advertisers understand the holistic impact of their campaigns Amazon Ads has also announced new campaign planning and measurement products, powered by the Amazon Shopper Panel.
For instance, advertisers in the UK, Germany, and Canada can now use Audience Research studies to quickly source feedback from selected audiences to optimise their messaging before campaigns launch or to guide general marketing strategy.
Creative Testing, a new survey tool, has also been made available to advertisers in the UK, Canada, and Germany. The tool enables advertisers to choose the most relevant image or video to include in an upcoming brand campaign by providing insights into what resonates best with their key audiences.
Meanwhile, the launch of Omnichannel Metrics (OCM) in the UK enables advertisers to measure total impact of their ad tactics on shopping activities across Amazon and third party destinations, before a campaign finishes. Key benefits of this includes helping advertisers adjust budget allocation, optimizing campaign tactics, and maximizing media investment ROI, the firm said