Marketers across the region are facing a transforming industry - accelerated by shifting consumer behavior, economic changes, and technology updates. Amazon Ads will discuss these trends at our annual conference, unBoxed 2022, and introduce new insights, features, and solutions to help brands grow in this evolving landscape.
From October 25 to October 27, Amazon Ads’ annual conference, unBoxed, returns to New York City where we’ll announce new advertising solutions and hear from business leaders to learn how marketers can approach the evolving industry. Registration is now open for unBoxed 2022 and you can attend virtually or in-person.
“Brands are looking for new ways to reach and engage audiences at scale,” said Alan Moss, Amazon Ads’ Vice President of Global Ad Sales. “At unBoxed 2022, we’ll share how we are inventing on behalf of our advertising customers to help them navigate the changing advertising industry and create meaningful connections with audiences.”
Ahead of the event, Amazon Ads leaders discuss some of the trends top of mind with advertisers and marketers.
1. Navigating Uncertainty
Economic changes are affecting consumers and companies. During this time, marketers want to ensure their budgets are helping them launch effective and scalable campaigns. Marketers are focusing on insight-driven strategies to maximize their return on ad spend (ROAS) and justify every ad dollar they invest.
“Being able to measure the impact of their advertising is always top of mind for marketers, but it’s especially critical in times of economic uncertainty,” said Paula Despins, Vice President of Ads Measurement. “Brands and agencies need to understand the value of their efforts and investments and have the insights to make their marketing budget count. That’s why measurement across channels, at every stage in the funnel, is especially important right now.”
During unBoxed 2022, Amazon Ads will share ways of increasing channel efficiency and campaign optimization. This could help brands better measure their campaigns, increase the impact of their ad spend, and create more engaging campaigns for audiences.
2. Standing out in the attention economy
From TV to laptops to tablets, phones, and more, audiences are dividing their time and attention across screens and content to shop, play, and stream. In a recent Adweek poll, 84% of surveyed audiences said they use a second screen while watching TV or streaming content. With multitasking on the rise, how can brands best connect with audiences across these screens with relevant messages in a way that enhances their experiences?
“At Amazon Ads, we have been inventing exciting new creative products and services to fit any marketer’s needs,” said Heather Kehrberg, Director of Global Creative Success at Amazon Ads. “We know marketers care about quality creative, and we want to delight them with accessible and cost-effective creative solutions that help elevate their campaigns.”
At unBoxed 2022, Amazon Ads will dive into additional ways brands can enhance their ad experiences through agile messaging and creativity.
3. Finding relevancy in a changing landscape
Marketers know that ongoing changes in the ad-addressability landscape are impacting how campaigns reach relevant audiences at scale. These changes present an opportunity for the advertising industry to continue inventing durable solutions that help benefit customers and marketers alike.
“As new channels pop up online and offline, brands are left trying to understand the impact of their multichannel touchpoints and increase efficiencies,” said Srishti Gupta, Director of Media Measurement at Amazon Ads. “Having the right signals and technologies can help brands get better insights and reach their performance goals.”
At unBoxed, we’ll discuss how our durable solutions can help brands connect with relevant audiences and build meaningful connections at scale.
4. Reaching audiences at scale
Marketers want to not only create campaigns that reach the right audiences, inspire consideration, and increase conversion, but they also want to help build authentic connections with audiences that result in brand love and loyalty.
An always-on approach is important during a time of audience fragmentation, especially as consumers diversify their overall media consumption and change how long and how much time they spend on different channels. Being where audiences already are can help brands stay top of mind with audiences who are either at home, browsing in-store, or on the go. At unBoxed, we’ll show how brands can create campaigns with the accurate reach that they can trust.