Amazon Helps Marketers Learn From Creator and Influencer Videos on Amazon Live
Paige DeSorbo doing her thing on Amazon Live
Amazon Ads, which already seems to know more about what people buy online than anyone else, is now looking to help marketers tap into the creator economy.
Signals from consumers watching videos on Amazon Live are now available in the Amazon Marketing Cloud. You probably know about the Amazon Marketing Cloud, the cleanroom where marketers can access what Amazon Ads knows, analyze the data and use planning tools to build audiences for targeted and programmatic advertising.
I, for one, didn’t know about Amazon Live, a place where interactive shoppable videos are hosted by online influencers creators. If that sounds something like a cross between YouTube and Instagram, that Amazon has you right where it wants you.
TV companies haven’t yet figured out how to compete with YouTube, the runaway leader in share of streaming TV viewing, according to Nielsen. Amazon, which is becoming more and more of a TV company, with Thursday NIght Football and series like Reacher, is now the one to face-off with YouTube.
Anyway, the announcement is one of many that will be coming this week from the Cannes festival, the one in France so many TV and ad indistry execs will be attending.
Amazon Ads says marketers can now place the products with one of the Amazon Live creators, including Bravolebrity Paige DeSorbo, now on Bravo’s Southern Charm, and sell it on Amazon Live. The signals that are generated on Amazon Live will now be fed into the Amazon Marketing Cloud. Those signals include impressions, views and clicks. Marketers can quickly access that data to see how consumers react to the videos to better understand how to reach and pursue these shoppers.
The insights provided by Amazon Live give marketers unique insights into product consideration and discovery, according to Amazon Ads. For example, 66% of Amazon Live shoppers are inspired to purchase by influencers they follow. By being able to access Amazon Live access in the Amazon Marketing Cloud, brands can analyze customer segments, create custom and lookalike audiences to remarket, and inform broader content, marketing, and sales strategies.
Amazon Live provides Ad-level reporting, custom reporting options (including path overlap and audience analysis) among other metrics.
"This integration provides more visibility into live shopping's value, enabling more informed decision-making and improved campaign performance," said Paula Despins, VP, Ads Measurement at Amazon Ads. "With Amazon Live signals in AMC, advertisers can now more clearly see how their live shopping marketing efforts drive measurable full-funnel results."
Amazon provided a case study showing how General Electric utilized Amazon Live insights to sell appliance.
GE observed how individual creative campaign assets worked alongside the broader campaign. This allowed GE to leverage Amazon DSP's programmatic advertising capabilities to reach relevant audiences at scale as well as online video (OLV)'s broad awareness, Amazon said.
Using a 14-day attribution window, customers seeing Amazon Live campaign content had 2.5x higher purchase rate, 7.6x higher detail view page rate, and 9.7x higher branded search 54 rate, compared to customers who saw other ads.
“Being able to measure the incremental impact of both our creative assets and promotional media helps us understand what's really driving results," said Leah Malinowski, director of e-Commerce sales at GE Appliances. "These insights give us direction on how to structure future campaigns and create the most compelling shopping experiences for our customers.”
Amazon said the Amazon Live signals are available in the Amazon Marketing Cloud for U.S.-based advertisers in a limited beta period. Several customers are already using the capability, with an open beta beginning later this summer.
In addition to the U.S., Amazon Live signals are available in France, the United Kingdom, Germany, Italy, India, and Japan, and will be available in Spain and Canada later this year.
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More from Amazon: Amazon mad a deal with Roku that makes Roku connected TV ad inventory available through the Amazon DSP. That means buyers using the Amazon DSP can reach more than 80% of U.S. CTV households.
The integration utilizes a custom identity resolution service, allowing Amazon DSP to recognize logged-in viewers across the Roku OS and devices in the U.S.
Early tests of this integration have shown significant results. Advertisers using this new solution reached 40% more unique viewers with the same budget and reduced how often the same person saw an ad by nearly 30%, enabling advertisers to benefit from three times more value from their ad spend.
“Our exclusive partnership with Roku is a giant leap for advertisers, bringing best-in-class planning, audience precision, and performance to TV advertising,” said Paul Kotas, Senior Vice President, Amazon Ads. “The collaboration enables agencies and brands that use Amazon DSP to benefit from greater efficiency and higher performance. We’re removing the guesswork to provide advertisers with unprecedented capabilities and delivering performance in ways that simply weren't possible before. By combining our technologies, advertisers can now drive full-funnel campaign outcomes—from awareness through conversion—while eliminating media waste across Amazon and Roku streaming audiences.”
The move comes as Amazon is reportedly ratcheting up the amount of commercials on Prime Video. When I asked about this, Amazon responded with a statement, which doesn’t exactly say “no we’re not increasing clutter.” Here’s the statement:
"We remain focused on prioritizing ad innovation over volume. While demand continues to grow, our commitment is to improving ad experiences rather than simply increasing the number of ads shown. Since the beginning of this year alone, we've announced multiple capabilities, including Brand+, Complete TV, and new ad formats—all designed to deliver industry-leading relevancy and enhanced customer experiences. We will continue to invest in this important work, creating meaningful innovations that benefit both customers and advertisers alike."
Also from Cannes, tvScientific announced the launch of Guaranteed Outcomes.
The Guaranteed Outcomes program enables advertiser to define their performance goals. The advertiser specifies a cost-per-outcome and tvScientific guarantees the results will be delivered.
“CTV should be accountable, outcome-driven, and as easy to activate as search or social,” said Jason Fairchild, CEO and co-founder of tvScientific. “Guaranteed Outcomes is how we get there — but with the critical transparency that the black box solutions do not offer.”
The program has been beta test with advertisers including LG, Staples, ezCater, Croc and Weight Watchers. It is now being made more widely available.
"CTV started as an experiment for us as we looked for ways to break through on oversaturated channels like social. It quickly turned into one of our most effective channels," said Chris Pastorius, head of growth at Brightside Health. "tvScientific has the advanced measurement tools and support to deliver consistent results. Thanks to tvScientific, CTV has now become one of our three most effective customer acquisition channels."