Amazon advertising held the 2021 unboxed Global Conference on October 26, announcing a series of new functions and tools to enhance the brand’s ability to build brand stories and create differentiated interactive experiences.

According to foreign media reports, we sorted out eight new advertising tools released by Amazon at the conference. The following is a detailed introduction.

1. Interactive video advertising

Amazon has added the function of allowing viewers to request more product information in the interactive video advertisement on the imdbtv application in fire TV. Consumers requesting more product information will receive an email or a QR code, which will take them to the product page on Amazon.

The function was first launched in the United States in May, and added options such as “add to shopping cart”, “add to list” and “buy now”.

According to emarketer’s research, Amazon’s U.S. market share will exceed 10% to US $15.7 billion in 2020. The growth is mainly driven by its advertising traffic on Amazon fire TV, IMDB TV and twitch.

2. Interactive audio advertising

Similarly, Amazon music provides listeners with the options of “remind me”, “send me more information” and “add to shopping cart” in its interactive audio advertisement, which is still under test.

3. Brand follow

Amazon is expanding its brand focus feature, which allows U.S. consumers to “focus” on the brand when the brand is broadcast live on Amazon live.

According to Amazon’s data, more than 20 million brand concerns have been established since the attention button was added to the live broadcast for the first time in 2019. In mid-2020, the platform began to increase the ability of shoppers to pay attention to stores and posts.

In addition, Amazon found that buyers who pay attention to a brand and Amazon stores spend more than twice as much on the brand’s products as other consumers who don’t pay attention.

4. Sponsored display ads on twitter

Amazon also set up sponsored display ads on Twitter’s browsing tags and directory pages, which were first launched in June. Now, these advertisements will also be integrated into twitch live broadcasts in the United States, Britain, Canada, France, Germany, Italy and Spain.

5. Amazon marketing cloud

Amazon marketing cloud (AMC) is an analysis platform that debuted in January. Advertisers can upload their own data and query it together with data from Amazon advertising campaigns. Amazon has also recently launched a library with a series of measurement template queries.

6. Brand metrics

Amazon also released a measurement tool called brand metrics, which includes data such as the total number of consumers who have considered a brand based on product details page browsing or brand search, and the participation index based on sales generated in the past 12 months.

Brands can use this tool to measure the long-term value of brand participation and assess what is driving growth. Brand metrics is in the testing stage and can be used in the United States, the United Kingdom, Canada, France, Germany, Italy, Japan and Spain.

7. Amazon brand lift

Amazon brand lift allows advertisers to create surveys and solicit responses from Amazon consumer groups. The brand can study six activity objectives, including consumer preferences and motivation. The report is usually provided within two weeks.

Amazon said that this will help advertisers quickly collect reliable and operable information on a large scale and help them understand the impact of brand marketing. This function is in the testing stage in the United States.

Reported that Amazon will continue to improve its advertising solutions. Amazon’s many products, including its DSP, CTV advertising products and search advertising, compete more directly with Google. Research shows that with the decline of Google’s share, Amazon’s search advertising market share is growing continuously.