Interactive advertisements and increased presence of SMEs on streaming TV are some points mentioned by the platform
Application of large-scale generative Artificial Intelligence (AI), evolution of streaming TV and deactivation of third-party cookies. For Amazon Ads, 2024 is set to be a defining year of change for advertisers.
The platform decided to share its beliefs about what should dictate the path of companies throughout the year, aiming to offer improved advertising experiences to the public and improve campaign results.
According to Amazon Ads, generative artificial intelligence be a key point for advertisers. A survey conducted by the platform in March 2023 found that, among advertisers unable to build successful campaigns, almost 75% cited building ad creative and choosing a creative format as their biggest challenges.
In this sense, the platform believes that generative AI can empower advertisers to efficiently produce themed brand images at scale, enhancing their creative capabilities and simplifying the process.
Another trend will be the entry of brands of all sizes on streaming TV (STV). Amazon believes that with a growing number of STV providers launching self-service advertising options, as well as new ad technology tools aiding creative development, small and medium businesses (SMBs) will begin to use this type of advertising on a large scale. scale to drive your business goals.
In addition to these, advertisers must also use clean roomsalso known as collaborative environments that allow two or more participants to share data for specific, mutually agreed uses, to assist in planning, optimizing, and measuring the impact of campaigns.
On this topic, Amazon Ads expects adoption of this technology to increase as advertisers seek to gather and analyze information from diverse sources with the flexibility to generate personalized marketing insights.
According to the IAB’s State of Data 2023 study, 64% of companies that use privacy-preserving technology are already using clean rooms in their strategies and, in 2024, this number is expected to increase to 85%.
The year will also mark a different way for brands to reach audiences due to consumers’ caution with spending (data presented by PWC). Although worrying, the platform believes that advertisers must focus on remaining relevant and preserving the integrity of information to gain customer trust.
According to the company, one of the ways advertisers will do this is by adopting model-based solutions that create an informed understanding of an audience while delivering results.
Finally, the last trend highlighted by Amazon Ads is interactive ads which they say should help advertisers stand out and drive consumer engagement.
Available in streaming TV and audio ads, interactive ads allow consumers to add items to a shopping cart or receive more information about a product simply by using the remote control, scanning an on-screen QR code, or speaking with the connected device that displayed the ad.
