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Amazon advertising recently announced the beta release of Amazon Marketing Cloud, a new service designed to help advertisers better understand the performance of their Amazon marketing campaigns across Amazon channels, including search, display, video and audio.
What Is Amazon Marketing Cloud?
Built on Amazon Web Services (AWS), “Amazon Marketing Cloud (AMC) is a secure, privacy-safe, and dedicated cloud-based environment in which advertisers can easily perform analytics across multiple, pseudonymized data sets to generate aggregated reports,” according to an announcement from Amazon Advertising.
What Kinds Of Data Inputs Can Advertisers Use To Create Reports From Amazon Marketing Cloud?
Data sets can come from both the advertiser and Amazon Advertising campaign events, including “impressions, clicks and conversions.” Once inputs have been received by Amazon Marketing Cloud, a report is generated, which ultimately helps advertisers with “campaign measurement, audience refinement and supply optimization,” according to Amazon Advertising. As with all data, gaining understanding of which advertising campaigns are successful leads to better decision making when it comes to targeting, creative deployment and investments across media channels.
How Can The Amazon Marketing Cloud Help Advertisers?
In Amazon Advertising’s introduction of Amazon Marketing Cloud, the company indicates four ways in which advertisers can use AMC, including:
Developing custom attribution models: By using AMC to create custom attribution models, advertisers can “clarify which parts of their advertising investments are most impactful relative to their goals.”
Understanding which combination of media channels works best: Advertisers can use AMC, for example, to understand how over-the-top (OTT) advertising impacts customer engagement in the Amazon store. By having better intel on what combination of channels and advertising solutions work together, advertisers can make better decisions.
Reaching incremental audiences: AMC allows advertisers to see at which points on the funnel different consumers interacted with their ads, allowing for more strategic optimizations and remarketing.
Exploring new measurement opportunities: The new measurement opportunities afforded by AMC allow advertisers “to measure the on-Amazon impact of their non-Amazon media. They can also measure brand preference, awareness and brand lift of their Amazon Advertising campaigns through leading industry measurement partners,” creating more flexibility across touchpoints for advertisers to engage audiences.
Advertisers want data on what strategies, campaigns and creatives work, especially as cookies and third-party data collection evolve. With services like AMC, advertisers will have the needed information to refine audiences, optimize media buys and retarget high-propensity consumers across Amazon media. AMC beta is currently available to “eligible agencies, advertisers and tool providers in North America, Europe, Japan and Australia.”
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