Amazon Ads has launched Ads Planner, a new tool designed to streamline media planning for agencies and advertisers on its Demand-Side Platform (DSP). This innovation aims to simplify the planning process by offering real-time audience insights, reducing manual efforts, and providing enhanced control over media strategy and execution.
Key Takeaways
- Ads Planner offers real-time audience insights to simplify media planning.
- It allows advertisers to assess audience potential, measure reach and frequency, and optimise budget allocation.
- The tool supports data-driven recommendations for improved marketing strategies across the customer journey.
- Amazon Ads continues to enhance its DSP with features like Shopper Personas and Programmatic Guaranteed deals.
Streamlining Media Planning
In an increasingly programmatic advertising landscape, Amazon Ads is introducing Ads Planner to simplify the complex process of media planning. The tool is built to provide advertisers with immediate access to audience insights, thereby minimising the need for manual data analysis and offering greater command over their media planning and execution strategies.
Enhanced Campaign Optimisation
Ads Planner empowers advertisers to evaluate audience potential effectively. It enables the measurement of deduplicated reach and frequency across both video and display formats. Furthermore, it assists in the efficient allocation of budgets to ensure campaign objectives are met. By delivering data-driven recommendations, Ads Planner is set to optimise marketing strategies throughout the entire customer journey.
Broader Amazon Ads Enhancements
This new tool complements other recent advancements by Amazon Ads, aimed at improving advertiser performance. These include the introduction of Shopper Personas in India, which leverages retail and content consumption patterns to help balance scale, relevance, and efficiency for awareness and consideration objectives. Additionally, the launch of Programmatic Guaranteed deals for video and display facilitates direct deals between advertisers and media owners, enabling deal-based buying on publisher audiences.
Karthik Shankar, Head of Digital Trading at GroupM, commented on the impact of Amazon DSP, stating, "Amazon DSP combines precision with agility to deliver tangible business outcomes. Through high-affinity audience insights, we have used cases that helped brands reach 84% more new customers. Real-time signals also enable us to enhance product recall. The robust insights and seamless integration help optimise full-funnel strategies. The updates in Amazon DSP help brands in creating meaningful connections and achieving marketing objectives."
Advancements in Measurement
Further bolstering its offering, Amazon Ads has also rolled out Amazon Ad Tag (AAT 2.0). This update enhances the focus on ad addressability, allowing advertisers to extend Amazon DSP’s measurement capabilities to their chosen destination pages, such as D2C websites or lead generation landing pages. AAT 2.0 provides increased flexibility and ease of use through support for third-party tag manager implementation.
These developments underscore Amazon Ads’ commitment to providing advertisers with sophisticated tools to navigate the evolving digital advertising ecosystem and achieve their marketing goals.
Sources
- Amazon Ads introduces ads Planner for streamlined media planning, Social Samosa.
