Amazon uses data to guide ongoing campaigns | Broadcast + Cable

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Amazon Ads said it has tools to help advertisers make their advertising more effective and grow further

During its Lincoln Center NewFront presentation on Monday, hosted by Amy Poehler, director of the Ludy and Desi documentary on Prime Video and executive producer of the Harlem series, Amazon also said it has new technology to virtually insert products and signaling in post-production programming.

“We know the ability to reach customers while maximizing every dollar is incredibly important to you, which is why we’re thrilled to announce Streaming TV Media Planner,” said Colleen Aubrey, Senior Vice President of Advertising Products. and technology, Amazon Ads.

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Streaming TV Media Planner allows advertisers to see their incremental streaming TV reach through Amazon Ads and compare it to linear reach,” she said.

Amazon has Omnichannel Metrics, which provides metrics to help optimize running campaigns in beta.

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Based on the metrics, “you might want to change your creative or media choices,” said Alan Moss, vice president of global ads. “You can make changes mid-flight. You no longer need to wait for the end of your campaign to optimize your investment.

Amazon Brand Lift is currently available to consumer goods manufacturers and grocery distributors.

Brand LIft helps advertisers understand the holistic customer journey, extending beyond Amazon’s online store, Moss said.

Some if its data comes from the Amazon Shopper Panel, an invite-only opt-in program

Panelists earn monthly rewards by sharing receipts from off-Amazon purchases or completing surveys on our mobile app, he said.

“Today we have over 200,000 U.S. panelists actively participating each month and this insight, coupled with omnichannel metrics, helps advertisers measure the true incremental impact of their campaigns,” Moss said.

Amazon’s new Virtual Product Placement product is also in beta. It allows products to be seamlessly inserted into original content participating Prime Video and Amazon Freevee In collaboration with creative partners,

VPP helps brands appear in new places, reaching audiences they want to reach without interruption, and allows Amazon content creators to focus on what they do best during the filmmaking process: telling stories. beautiful stories.

Some of the Prime Video and Amazon Freevee Original titles participating in the VPP, including Reach, Tom Clancy’s Jack Ryanthe Bosch franchise, make the cutand Leverage: Redemption.

Advertisers can also take advantage of For Twitch, With Twich programming that involves sponsors with Twitch program creators.

Sponsors of the shows might be interested included POG Picksis an interactive live shopping game that shows original college basketball shows such as Let’s go! University hoops and H2H SuperFan; and the next live unboxing show Drops with Swagg.

Twitch also showed off a program called Co-Op Drops, where brands can showcase Drops — an existing popular Twitch experience where in-game rewards are given to viewers for watching streams on Twitch — to fit into moments of popular games and earn community trust by boosting rewards

Adobe was the first brand to test the program in March in a series of sponsored streams with six Twitch creators playing Amazon Games’ New World, which received 3.1 million total views. ■

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