Amazon unBoxed 2024: top announcements and innovations for advertisers

Amazon's annual unBoxed event, held this year in Austin, Texas from October 14-16, is a premier gathering aimed at educating advertisers on how to leverage Amazon Ads to create memorable connections with shoppers. This year's event was packed with groundbreaking announcements that promise to reshape the digital advertising landscape. Here are the most significant highlights from unBoxed 2024.

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Prime Video Ads Expansion

One of the key announcements was the expansion of Prime Video ads to new geographical regions by 2025. Advertisers will soon be able to reach audiences in Brazil, India, Japan, the Netherlands, and New Zealand. This expansion aims to support the continuous creation of compelling content while helping brands of all sizes connect with new audience segments in these countries.

Currently, Prime Video ads are available in Australia, Austria, Canada, France, Germany, Italy, Mexico, Spain, the United Kingdom, and the United States. Importantly, customers in all regions will still have the option to choose an ad-free experience.

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New AI Tools for Advertisers

Amazon Ads unveiled innovative AI-driven tools designed to enhance the creative process for advertisers: the new Creative Content Studio and Audio Generator are part of Amazon's expanding suite of generative AI tools. These self-service tools enable advertisers to create engaging content across various media types, including images, videos, and audio.

The Creative Content Studio consolidates Amazon Ads' AI-based creative generators into a single platform, allowing brands to conceptualize, create, and update content seamlessly. This innovation simplifies the creation and scaling of campaigns, enabling brands to experiment more freely and optimize based on performance with minimal input beyond their Amazon product page details.

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Next-Generation Amazon DSP

Amazon announced a new and improved experience for its Demand-Side Platform (DSP), featuring enhanced usability, better interoperability, and simplified full-funnel optimization. This next-generation DSP aims to provide precise full-funnel coverage, making campaign planning and optimization more efficient.

With a unique and deep understanding of the customer journey from awareness to conversion, Amazon Ads is introducing features that brands can easily use to build and strengthen customer relationships, regardless of their size, products, or services. Key improvements include better usability, enhanced interoperability among Amazon's advertising technologies, and AI-based performance optimization.

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Simplified Solutions for Product Launches, Optimization, and Measurement

Amazon Ads introduced several new features designed to leverage its detailed full-funnel data to help brands launch new products and extend the use of its advertising technology to all advertisers. These new advertising functionalities integrate data from the entire marketing funnel, assisting advertisers in optimizing their media investments.

The announcements highlighted how Amazon Ads is simplifying the use of its valuable data for every advertiser and every advertising product. Key benefits include accelerating campaigns for new products, reaching high-value customers, and simplifying data with AMC solutions.

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Amazon unBoxed 2024 showcased a range of exciting innovations that promise to enhance the effectiveness of digital advertising. From the expansion of Prime Video ads to new AI tools, an upgraded DSP, and simplified solutions for product launches, Amazon continues to lead the way in digital advertising innovation. Advertisers and brands have much to look forward to as they leverage these new tools and insights to drive their campaigns forward.

As an Amazon partner agency, Witailer is well-equipped to support brands in effectively and efficiently utilizing these new features to continuously improve their performance. By leveraging Witailer's expertise, brands can maximize the potential of Amazon's latest innovations to achieve outstanding results. Contact us today to learn how we can help you elevate your advertising strategy.