amazon has expanded the services available to advertisers. As presented at Unboxed 2024, the annual event organized by Amazon Ads, e-commerce platform has launched AI Creative Studio and Audio Generator. In this way, it expands its family of generative AI advertising tools to include all types of formats, thus helping brands create content more agilely.
The objective of the new developments, as the company explains in a statement, is to help advertisers connect with consumers throughout the purchasing journey and generate a more dynamic and engaging customer experienceand consequently, boost campaign performance.
“Advertisers can more easily reach their target audience”
“By reducing the complexity of working with multiple formats and placements, these innovations allow advertisers to more easily reach their target audiences at every stage of the marketing funnel.“commented Jay Richman, Vice President of Creative Experiences at Amazon Ads. “They can also easily update creatives seasonally, generate new, trend-driven content, and tailor ads to different use cases.”.
Audio Generator
As has been announced, Audio Generator joins Imagen Generator and Video Generator, expanding the possibilities of produce advertising creatives using artificial intelligence. This will allow advertisers to create audio ads more quickly.
As described by Amazon, all you have to do is select an item from the list and based on your information, the audio generator will automatically create a script for a 30 second long piece. Advertisers will be able to select voice and tone, as well as background music; and modify the resulting part manually to better suit your needs.
You can test different variations on the resulting audio and thus keep the message updated and optimize performance. Ads will play on devices enabled Alexa. Audio Generator is available in beta for advertisers in the United States.
AI Creative Studio
According to the company, Audio Generator is integrated into AI Creative Studio, thus helping brands of all sizes to produce high-quality advertising creatives based on artificial intelligence. The tool brings together all the Amazon Ads AI options in the same space, and allows generate pieces in image, video and, in the future, audio, from the product page, a photograph of the item or an existing advertising creative.
The tool has a library of formats, concepts and designs existing, although brands can also upload their own assets. Thanks to the technology it is possible to generate a variety of concepts, adjust them to multiple aspect ratios and refine them by choosing different styles, lighting, camera angles, colors and tone presets. For example, an advertiser can upload a photo of their product and turn it into a series of short videos that could be activated on different Amazon platforms, such as Prime Video, Twitch, or Amazon.com.
“Investing in multiple ad formats and placements requires a lot of time, budget and expertise”; Richman commented. “Now, with AI Creative Studio, advertisers can easily draw inspiration from custom concepts, select one, and seamlessly create display, video, and eventually audio ads, all within a single workflow.“.
AI Creative Studio offers unlimited storage for brands to save their creative assets in their own library. The tool is currently available in beta version for select advertisers in the United States.
Other updates
As part of Unboxed 2024, Amazon Ads has introduced other updates and new features. Among them, new functions in Amazon DSP (Demand Size Platform), such as the ability to set frequency limits at the household level so that people within the same household do not receive the same advertisement in a specific period of time.
Amazon Ads has also expanded the integrations with technology companies to facilitate the use of first-party data and third-party data; or has updated Performance+, the AI-powered tool that predicts which ads and platforms are most effective for advertisers.
