"Some version of the word "simple" is ubiquitous at the show this year. "Simplifying Advertising through Innovation" is the literal headline for the day-one keynote from Kelly MacLean, Amazon Ads VP of engineering, science and product. And the term came up more than a dozen times in an interview between AdExchanger and two Amazon Ads VPs: MacLean and Jay Richman, who's in charge of product for Amazon's programmatic creative tech."
"Amazon Ads solicits constant feedback from its advertisers, MacLean told AdExchanger in response to a question about the increase in ad platform products that are framed as "easy buttons" or "one-click" campaign activations. "We just constantly hear how complex it is right now," she said. Marketers must produce creative, run A/B testing programs, audit online ad delivery, manage search and other campaigns across many platform accounts and run measurement testing for the whole lot."
"That one is simple to understand, at least, in keeping with the theme. Amazon advertisers can now upload up to five product videos, which might animate a product (a jacket or dress swishing naturally on a person) or display a feature. For advertisers that opt in and upload the assets (and pay more for the inventory), Amazon will convert a static sponsored product listing into a video."
Amazon Ads emphasizes simplicity across its ad tech products and messaging, responding to advertiser feedback about current complexity. Marketers face burdens including producing creative, running A/B tests, auditing ad delivery, managing search and multiple campaign accounts, and conducting measurement testing. Amazon is focusing product development on reducing these burdens and enabling more efficient campaign scaling. The company introduced Sponsored Product video units that allow advertisers to upload up to five product videos (for example, a jacket or dress swishing on a person) or feature demonstrations. Advertisers who opt in and provide assets can have static sponsored product listings converted into videos, with higher inventory cost.
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