Amazon Ads is adding two fresh tools to its ad services, both powered by generative AI, aimed at making it easier for brands to create engaging ad content. These include the AI Creative Studio, which simplifies building ads for video, image, and audio formats, and a new Audio Generator, designed to help brands create audio ads in just a few minutes.
The tech giant introduced these features at unBoxed 2024, the annual event where it showcases its latest advertising technology updates. The tools are part of Amazon’s broader strategy to streamline the creative process for advertisers across all its platforms, from Prime Video to Twitch.
AI Creative Studio: Making Ad Creation Easier
AI Creative Studio is Amazon’s answer for brands that want to simplify their creative workflow. It lets advertisers build, edit, and publish ads across multiple formats without switching between different tools. Want to turn a simple product image into a video? The Creative Studio does that, too, adding motion or backgrounds to spice up the visuals. Need to tweak your ads for different Amazon properties? That’s handled as well.
The new platform is built to make ad creation quicker and less resource-intensive, especially for smaller brands that can’t afford to hire large marketing teams. But large companies also benefit from its ability to scale campaigns across various Amazon properties in a consistent manner.
Audio Ads: A New Frontier in AI Ad Creation
With the introduction of its Audio Generator, Amazon is extending AI-powered advertising into the realm of audio. Brands can create audio ads in minutes, with no prior experience needed. The tool automatically generates scripts based on product data from a brand’s Amazon page. Once the script is generated, advertisers can choose the tone, voice, and music to match their brand.
These audio ads are particularly designed for Alexa-enabled devices, targeting consumers in new ways. By allowing businesses to easily create high-quality audio content, Amazon opens up another channel for brands to reach their audiences, adding to the suite of visual ad tools that are already available.
Users can also customize their audio ads by tweaking the script, adjusting the tone, or testing different background music options. As with other AI tools, the result can be modified and refined, offering flexibility for advertisers who want to experiment with different approaches.
More Efficient Campaign Management With DSP Updates
Amazon also introduced several updates to its demand-side platform (DSP), making it simpler for advertisers to manage their campaigns. One of the main features is the new frequency cap controls, which allow brands to limit how many times a household sees a particular ad. This feature helps reduce ad fatigue, which can lead to better campaign performance.
According to Amazon, brands testing these new DSP updates have already seen cost savings of up to 26% by eliminating redundant ad impressions.
Amazon Expands Global Ad Reach
In addition to the new AI tools, Amazon announced that it’s expanding Prime Video ads into new markets, including Brazil, India, and the Netherlands. Previously, Prime Video ads were available in a handful of countries, but with this expansion, Amazon aims to bring its advertising solutions to a broader global audience.