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What Amazon Sellers Need to Know This Week
This week’s roundup covers Amazon’s latest updates that could impact your advertising strategies and seller operations.
- Exclusive Reach Insights for STV Inventory Reporting: Advertisers can now measure the unique, unduplicated reach delivered by Amazon streaming TV channels like Twitch and Prime Video, offering more granular insights into their STV campaigns.
- Frequency Group Management for Ads: A new feature allows advertisers to set a single frequency cap across multiple ad orders, complemented by deduplicated reach and frequency metrics for enhanced campaign control.
- Advertiser-Level Reach and Frequency Metrics: Amazon DSP advertisers now gain a unified view of audience reach and frequency, deduplicating exposure across channels, publishers, and devices.
Read on as we break down these updates and explore how they might shape your strategies.
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Improved Reach, Frequency, and Granular Insights for Amazon Ads
Amazon Ads just dropped some updates to help advertisers get clearer insights into reach and frequency metrics. These tools are set to boost campaign accuracy, engage unique audiences, and simplify ad management.
Here’s a breakdown of the latest Amazon ads news and tools, as well as how they can impact your advertising strategy.
1. Exclusive Reach Insights for STV Inventory
Amazon has launched the Exclusive Reach Rate for Streaming TV (STV) Inventory Reporting. Inventory refers to the space available to display ads, i.e., websites, apps, and streaming platforms. The Reach Rate feature enables advertisers to isolate and analyze the unique, unduplicated reach of Amazon’s first-party (1P) STV inventory, including Twitch and Prime Video.
Why It Matters
- Targeted Campaign Insights: Advertisers can now validate how effectively their Amazon STV investment extends total campaign reach to net new users.
- Inventory-Specific Analysis: Gain detailed insights into the performance of each individual STV inventory source, allowing for strategic adjustments to maximize audience engagement.
- Beyond Linear TV: This feature helps bridge the gap between traditional linear TV and digital streaming audiences, capturing exclusive reach data.
For example, a video game brand runs ads for its new release across Twitch and Prime Video. Using Exclusive Reach Rate reporting, the brand discovers that Twitch generates 70% of its net-new audience reach, while Prime Video contributes the remaining 30%. Based on these insights, the brand reallocates part of its budget to focus more on Twitch to maximize its campaign’s unique reach.
Availability
- Regions: Currently available in the United States.
- Access: Managed service and self-service via Amazon DSP and Public API.
2. Unified Control with Frequency Group Management
The introduction of Frequency Group Management allows advertisers to set a single frequency cap across multiple advertising orders within a campaign. New reporting features provide consolidated metrics for deduplicated reach (number of unique individuals who see your ad across multiple platforms, channels, or devices, without counting them more than once) and frequency at the Frequency Group level for more accurate insights into ad exposure.
Why It Matters
- Eliminates Double-Counting: Consolidating data allows advertisers to avoid inflating reach metrics and accurately measure audience engagement.
- Cross-Order Optimization: Unified reporting across orders within a Frequency Group helps in fine-tuning ad exposure, preventing over-saturation of ads to the same audience.
- Global Reach: This feature is available across multiple regions, from North America to EU to Asia Pacific, ensuring accessibility for advertisers worldwide.
Suppose a fitness apparel company launches a campaign to promote its new collection. The campaign then includes separate ad orders with different messaging and ad types. By setting up a Frequency Group, the company ensures that ads within that campaign are shown no more than five times per week to any individual, regardless of the ad type. This prevents overexposure and ensures a balanced reach across its audience.
Availability
- Regions: Covers North America, South America, Europe, the Middle East, and Asia Pacific.
- Access: Managed service and self-service via Amazon DSP and Public API.
3. Advertiser-Level Reach and Frequency Metrics
Amazon DSP advertisers now have access to a unified view of reach and frequency metrics across different publishers, channels, and devices, thanks to the new Advertiser-Level Reach and Frequency Metrics feature.
Why It Matters
- Comprehensive Audience Insights: This tool deduplicates overlapping audience counts across multiple devices and ad formats, offering a true picture of the campaign’s unique reach.
- Cross-Channel Analysis: Advertisers can understand the total reach across all Amazon Ads investments, helping them make data-driven decisions.
For instance, a global electronics brand advertises its latest smartwatch on Twitch, Fire TV, and a third-party publisher network. The Advertiser-Level Reach and Frequency metrics reveal that 60% of the audience overlaps between Twitch and Fire TV, while the third-party network contributes entirely new viewers. The brand decides to reduce its budget on overlapping platforms and invest more in the third-party network to expand its unique reach.
Availability
- Regions: Available across North America, South America, Europe, the Middle East, and Asia Pacific.
- Access: Managed service and self-service via Amazon DSP and Public API.
Maximizing Amazon Ads Campaign Efficiency
These Amazon updates empower you to achieve greater precision and efficiency in their campaigns. By embracing these tools, you can maximize your reach, minimize wasted ad spend, and create a seamless experience for your audiences.
To make the most of these new ad features, consider these strategies:
- Utilize Granular Reporting: For campaigns involving Amazon’s streaming TV inventory, use the Exclusive Reach Rate feature to identify and target net-new users, ensuring your investment drives incremental reach.
- Set Frequency Caps Strategically: Use Frequency Group Management to control ad exposure and avoid oversaturation, maintaining a positive brand perception.
- Track Unified Metrics: Rely on Advertiser-Level Reach and Frequency Metrics to understand the full scope of your campaign’s audience, eliminating redundancies and optimizing ad placements.
- Test and optimize: Use these tools to run A/B tests and identify which combinations of channels and frequency caps deliver the best ROI.
- Diversify with DSP Prime: Unlock smarter insights, greater efficiency, and seamless expansion across channels with DSP Prime. Integrated with Amazon’s advanced metrics, it delivers a complete campaign view to maximize performance and optimize ad spend.
- Expand Off-Amazon Advertising: Incorporate PixelMe to manage cross-platform campaigns, retarget potential customers, and maximize conversions beyond Amazon.
For nearly four years, we’ve kept sellers informed with our Amazon Sellers Newsletter, publishing over 200 issues packed with policy changes, announcements, and community events. Subscribe or share with your team to get these insights delivered weekly.
