The Future of Marketing is a monthly sponsored content series by Amazon Ads exploring martech, shopper insights and consumer trends.

Even before the current economic situation, marketers were feeling the pressure to do more with less. In fact, according to a World Federation of Advertisers (WFA) survey, inflation and declining optimism have led 30% of major advertisers to say that they plan on cutting their ad budgets this year. As important as it was to justify and stretch every dollar a year ago, it’s even more critical now.

But while the economy may have become unpredictable, there are some things marketers can still count on. With a suite of omnichannel solutions that let businesses reach audiences where they are, Amazon Ads helps provide marketers with tools to assist them navigate this ever-evolving landscape.

According to Megan Pattillo, head of ad tech sales at Amazon Ads Canada, it’s about making the most of your advertising spend by boosting performance and reaching the right customer at the right time – as affordably as possible.

One of the reasons Amazon DSP has become a reliable go-to is the transparency it offers. Advertisers have access to exclusive insights and shopping signals, along with extensive real-time reporting options, which allows them to make data-driven decisions and optimize their campaigns as they go. Amazon DSP provides valuable insights to help advertisers fine-tune their approach so that they can deliver relevant and targeted ads to new and existing audiences. 

Furthermore, Amazon Ads has recently been busy making enhancements to bidding, pacing and pricing strategies, as well as making efforts to boost addressability, all of which can help advertisers more efficiently meet their objectives – whether they’re selling products on Amazon.ca or not. 

Amazon DSP’s signal-based marketing enables advertisers to match the right messages to the right audiences at critical moments in their decision-making process. And now, this includes audiences that were previously non-addressable – which is made possible through the use of event- and context-based signals enabling Amazon DSP to predict audiences’ in-the-moment interests without sacrificing reach, relevancy or ad performance.

“As the industry moves away from third-party cookies, these new enhancements make Amazon DSP more capable of advertising anywhere on the internet,” says Pattillo. “They’re also helping drive performance in areas such as bid pricing, pacing, addressability, and performance for our customers.”

Case in point: performance. For every campaign run on Amazon DSP, the Amazon Web Services-powered machine learning models are continuously running tests and optimizing, helping customers better reach their ideal audiences and achieve improved ad performance prediction – and, most importantly, helping advertisers attain campaign goals.

Given the increased need to do more with less, it’s important to note that these improvements come with no incremental fees or additional work by campaign execution teams. This means marketers see results without having to pay for any third-party signals, conduct manual optimizations, or put in additional time or financial investments to leverage their own insights.

And these audiences aren’t limited to just those found on Amazon properties. The recent upgrades to Amazon DSP have helped significantly improve addressability on non-Amazon inventory, too. 

It all adds up to Amazon DSP being able to reach customers more cost-efficiently. Amazon DSP employs machine learning to discern the ad opportunities that are the right fit for an advertiser – and those that aren’t. Thus, Amazon DSP is able to lower costs while delivering higher returns, because machine learning has improved the understanding of what to buy and when, as well as the optimal cost per ad placement.

These are some of the factors that have made the Amazon DSP one of the premier destinations for advertisers looking to connect with shoppers at scale, on almost any device, on and off of Amazon. In fact, Amazon DSP enables advertisers to programmatically buy video, audio and display ad placements throughout their extensive Amazon ecosystem – spanning Amazon’s retail website (Amazon.ca), Fire TV, IMDb, Kindle, Twitch, other publishing partners and apps, as well as on third-party exchanges.

We can’t reliably predict what economic changes lie ahead, but it’s a given that marketers will always strive to be as efficient as possible when it comes to their spend. Services like Amazon DSP are stepping into the gap, creating the tools and opportunities so that markets have access to more solutions that can help maximize their budgets.

For more information on how Amazon Ads solutions help with advertising and marketing, visit its website. 

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