How Amazon Elevated Their Game with a Cohesive Pitch to Advertisers

Amazon's new advertising ID offering, Signal IQ, was revealed at the annual Amazon Publishers’ Summit. This product is designed to enhance Amazon's data-focused pitch to advertisers. Signal IQ aims to provide a more integrated and holistic view of advertising performance across Amazon's various platforms. By leveraging this new ID offering, advertisers can better connect the dots across different Amazon products, such as Prime, DSPs, and Twitch, to build more strategic and comprehensive campaigns.

Amazon's Performance+ is the company's response to Google's Performance Max and Meta's Advantage+. This new product is part of Amazon's strategy to compete more actively with Meta and Google in the advertising space. Performance+ aims to offer a more holistic approach to advertising, allowing for more strategic discussions and comprehensive campaigns across Amazon's portfolio. This approach is expected to help Amazon attract more brand dollars and compete more effectively with other major players in the industry.

Media buyers believe Amazon's new approach is more effective because it offers a more holistic view of its advertising products. According to media buyers like Dave Kersey and Tara Grimes, Amazon's integration of knowledge across all its products, from Prime to DSPs to Twitch, makes it easier for agencies to build better relationships and have a more comprehensive understanding of the business. This integrated approach is expected to help Amazon score more brand dollars and compete more effectively with other major players like Meta and Google.

Despite the positive reception, Amazon faces challenges in making its expanded advertising offering easily digestible for advertisers. According to Jennifer Kohl, chief media officer at VML, the 'new and improved Amazon' needs to make its growing portfolio understandable for advertisers and media agencies. While media buyers believe Amazon has been successful in connecting the dots across its products, the expanded offering can be overwhelming and difficult to navigate for some advertisers.

The rollout of Amazon Prime ads has had a significant impact on the advertising landscape. Media buyers have noted that Prime offers brands an opportunity to build awareness while also optimizing towards sales, a role previously championed by YouTube. This has led to Amazon scoring ad dollars that were previously earmarked for linear TV, YouTube, and potentially Google Search. However, the reception has been mixed, with some buyers criticizing the platform's slow reaction time to requests and lack of flexibility.