Kelly MacLean.
Amazon Ads has made Brand+ in the Amazon DSP now available to all advertisers, an AI-driven optimisation capability that aims to simplify brand awareness campaigns.
Brand+ combines trillions of shopping, browsing, and streaming signals from across Amazon to model streaming TV and online video audiences predicted to be in-market for a brand's product or service within the consideration window, reaching potential customers throughout the entire marketing funnel.
With Brand+, marketers can deliver video ads across Amazon's properties such as Prime Video and Twitch, as well as premium video publishers, to customers likely to convert over time, while achieving awareness goals like reach and frequency. During Brand+ beta testing, some advertisers experienced more than a 10% increase in sales and over 70% increase in website traffic.
Amazon DSP VP, Kelly MacLean, said for the first time on the Amazon DSP, advertisers can apply AI-optimised automation to purchase TV advertising that reaches unique audiences of customers most likely to buy their products or services - a significant advancement from broad demographic reach to engaging with scaled audiences based on where customers are in the marketing funnel in near real-time,”
"With this advanced AI technology, the Amazon DSP enables advertisers and agencies to automatically reach, engage, and nurture potential customers throughout their journey, turning brand awareness into a strategic driver of conversions," said MacLean.
"Brand+ has been designed with the control and transparency that advertisers expect and need. We believe this is the future of advertising, where advanced AI works in harmony with human expertise to drive business outcomes across the entire marketing funnel."
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