Amazon Ads has recently introduced a series of new features and capabilities, aiming to revolutionise the B2B marketing landscape. These advancements, announced at the unBoxed 2023 conference, focus on harnessing the power of artificial intelligence (AI) and providing advertisers with more control and actionable insights.
With the evolution of AI, marketers have been keen to integrate these advancements into their strategies. One such development is Amazon Ads’ image generation feature, currently in beta. This generative AI tool is designed to aid brands in crafting more compelling lifestyle imagery, enhancing the performance of their advertisements.
Colleen Aubrey, Senior Vice President at Amazon Ads Products and Technology, remarked on the new feature: “Providing tools to make image generation simple and easy supports advertisers while making the ads our customers see more engaging and visually rich.” At the unBoxed event, discussions revolved around how AI advancements could potentially open up a plethora of opportunities for both advertisers and consumers.
Generative AI’s Role in Advertising’s Future
AI and machine learning, though having their origins in the 1950s, have gained significant traction in recent years. Sudipta Sengupta, Vice President and Distinguished Scientist of Database and AI at Amazon Web Services (AWS), highlighted the role of generative AI in content creation. He stated that while content creation has always been a domain of human creativity, generative models could accelerate the process without necessarily replacing human intervention.
Furthermore, Sengupta shed light on the convergence of databases and machine learning, emphasizing the importance of natural language in data interaction. He also mentioned how Amazon Ads utilises over 125 of the 200+ AWS services for product building and delivery.
The integration of Amazon SageMaker with Amazon Ads, for instance, has yielded a 34% boost in return on ad spend and a 20% increase in incremental addressability on previously unaddressed inventory.
Challenges in Creative Production
An Amazon survey from March 2023 disclosed that about 75% of advertisers found building ad creatives and selecting creative formats challenging. Aubrey pointed out the friction points for advertisers, particularly in producing engaging creatives. Amazon Ads’ image-generation feature aims to mitigate these challenges. Within the Amazon ad console, advertisers can generate AI-powered images in mere seconds, enhancing their campaigns’ appeal.
Enhanced Ad Tech Capabilities Announced
In addition to AI-powered image generation, Amazon Ads also unveiled a range of capabilities to improve advertiser outcomes. These capabilities span campaign planning, activation, and measurement, offering advertisers more precision and faster insights into ad performance.
Kelly MacLean, Vice President of Amazon DSP, commented on these advancements: “We aim to simplify fundamental marketing tasks like planning, activation, and measurement. It’s fascinating to see how advertisers will leverage our new features to unlock incremental reach and achieve significant business outcomes.”
Strategic Campaign Planning and Activation
Amazon’s cross-channel planner, a part of their new media planning suite in Amazon DSP, offers comprehensive insights into audience and supply performance across various platforms. This tool enables advertisers to forecast reach, allocate budgets effectively, and achieve their desired business outcomes.