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Advertisers were rolling out their latest updates at IAB Newfronts on Monday, as the digital content marketplace gathered media buyers in New York.
That included Amazon, which has an increasingly widening inventory and broader capabilities in targeting and measurement across commerce channels and content such as Thursday Night Football.
From the stage, Amazon Ads shared several updates across its products. Here are the highlights:
Shopping live: Amazon Live is moving beyond influencers. The live shopping platform will now produce shoppable livestreaming content with publishers and media brands. This will allow viewers to shop for more products while watching content. One example is already live via shoppable content from Tastemade and Struggle meals. Revolt, which is run by Sean “Diddy” Combs, will also debut shoppable content later in May.
Streaming measurement: VideoAmp and iSpot were named streaming TV measurement providers for Amazon, bringing cross-screen capabilities that complement Amazon’s first-party measurement.
Audiences in the Cloud: Amazon Marketing Cloud said it will roll out a feature called Audiences worldwide. This allows brands to create and update Amazon DSP audiences with AMC, which is a privacy-safe space for advertisers to bring together and analyze data.
Thursday Night Football segmenting: When the new season of Thursday Night Football debuts in the fall, advertisers will be able to segment audiences to provide relevant content based on geography, demographics and behavioral signals. “For example, an automotive brand could run a sports-car ad to a younger-adult audience, an SUV spot to a sports and outdoors audience, and an overarching brand spot to all other Thursday Night Football viewers—all simultaneously within the same 30-second ad position,” Amazon writes.
Omnichannel metrics are set to expand beyond CPG to categories including auto, softline and hardline. This is designed to provide more tools to plan and measure campaigns across Amazon and third-party retailers.
One more from DSP: Ahead of Newfronts, Amazon also shared that its demand-side platform is now using more advanced machine learning models and optimized campaign control systems. Called Amazon DSP, this advertising technology helps advertisers programmatically buy ads on Amazon, and beyond. At a time when third-party cookies are falling out of favor, Amazon DSP counts the first-party environment of Amazon as the base for algorithmic buying. The new upgrades will help to improve bidding and pacing decisions. Amazon said it’s a move to help advertisers reach “previously unaddressable audiences.”
“We know that every percentage point of improvement counts to advertisers, and these new upgrades have helped increase engagement and return on ad spend,” said Neal Richter, director of Amazon DSP Technology, in a statement. “We’re excited to introduce these enhancements at a time when brands are especially focused on improving cost-efficiency and delivering results.”
Trending in Retail Media
The Facebook and Instagram parent is also making updates to lead ads.
Meta is testing a new promotional ad format that are designed to help people find deals from brands.
Through this pilot, select advertisers on Facebook in the U.S. and UK will receive access to features that allow them to find, apply and manage deals. Promotions can be offered for seasonal sales, first-time purchase discounts and holiday promotions.
Meta offers this example of how it works:
“When people see an ad with a special promotion on Facebook, they can click through to claim the offer, which will automatically apply the discount code. If they don’t complete the purchase, they will receive a reminder notification before the deal ends,” the company wrote.
Meta found that 85% of shoppers seek out promotions before making a purchase. The new ads aim to make it easier to find deals, while in turn enabling brands and retailers to complete more sales. The ads also arrive at a time when consumers are more price-conscious following months of inflation and interest rate hikes that is giving way to a pullback in discretionary spending.
Lead ad updates
As Meta learns more through testing, it will consider adding features in the coming months.
The promotional ads arrive as Meta is also making upgrades to its lead ad products. Through this update question-and-answer forms can be automatically updated based on responses.
“For example, an educational institution can ask questions, such as, “What degree are you interested in?” Based on that answer, the subsequent questions would dynamically update to guide the person to more information about a specific program,” Meta writes.
Advertisers will also be able to soon overlay Instant Forms. Users will be able to engage with rich media on business pages, then submit information with autofill capabilities for names and email addresses.
There’s also a new step that businesses can take before setting up a lead ad campaign. Businesses using Meta’s new pages experience will also be able to add a contact form to the “Contact Us” button on their Facebook page. This allows people to inquire about a business and start a conversation through Messenger.
“These questions and forms give people a more tailored discovery and consideration experience for products and services they may be interested in, and help businesses find more qualified customers,” Meta wrote.The updates come a week after Meta rolled out a new AI Sandbox that will allow the Facebook and Instagram parent to test generative AI features for advertising.