Podean’s unBoxed 2023 Recap: Day 1

unBoxed 2023 is officially underway and what an exciting day it has been! The Podean team is onsite at the Javits Center in New York learning about the newest tools, tech, and innovation Amazon has to offer. We’ll be recapping each day’s big moments, and why they matter for your brand or clients.

Today’s announcements were filled with product innovation and new advertising capabilities for more successful campaigns. Keep reading for our top takeaways.

New Feature: Generative AI for Sponsored Brand Creative

Amazon has announced Generative AI to assist brands with their creative assets library. With this new feature, brands can utilize their product images and with a few clicks have a stylized, realistic lifestyle image. According to Amazon, click-through rates on mobile Sponsored Brand ads can be up to 40% higher with the inclusion of lifestyle images.

This feature is currently available to select Amazon advertisers and will roll out to the greater public soon.

How does this impact brands? Brands’ biggest hurdle in successful campaigns is limited creative assets, and limited budget and bandwidth to obtain new ones. This feature will allow brands to quickly create and test lifestyle imagery for sponsored brand ads, with this content also living in the brand’s media library to potentially repurpose elsewhere.

New Ad Placement: Sponsored TV

The announcement many were most excited by is that Amazon is now adding Sponsored TV to its Sponsored Ad capabilities. Previously, Sponsored TV ads have been extremely expensive, leaving many brands unable to test and learn this ad type. This feature will now be available in Amazon’s self-service ad console with no minimum spend required.

This content will be featured on FreeVee, Twitch, and Amazon Devices such as Fire TV.

How does this impact brands? This new capability lowers the barrier to entry for TV ads and will allow brands to test a new ad type without breaking their budgets. While there is no minimum spend, Amazon committed to creating studio-produced video assets for those who are willing to spend 15k on Sponsored TV ads.

No Cookies, No Problem: Meet Amazon Publisher Cloud

AWS Clean Room technology has been utilized to create the new, beta-stage Amazon Publisher Cloud. This new feature will utilize secure collaboration between publishers and advertisers and allow them to analyze first-party signals within Amazon Ads insights to create better optimized campaigns.

How does this impact brands? With the loss of “cookies,” many brands and advertisers have begun to fear how they will adequately target their customers. AWS Clean Room tech and the new Amazon Publisher Cloud will set brands up for impact beyond just Amazon, and utilize billions of data points from Amazon to unlock insights to drive more grounded, actionable results.

Other key takeaways:

• Ads on Prime Video will launch in 2024, continuing to expand ad placement locations, with interactive video ads available to be shown on Amazon owned channels like Thursday Night Football and their third party channels, such as Lifetime.
• Reporting and measurement are about to excel with the new Cross-Channel Planner in Amazon’s DSP hub, hourly DSP metrics in the new Amazon Marketing Stream, and expanded New-To-Brand metrics.

Amazon had no shortage of product innovation and new features that will allow brands and advertisers to continue to excel in 2024. We’re eager to see what the rest of unBoxed will bring!