Whether it’s the economy, shifting consumer behaviour, innovation in technology, or audience fragmentation, marketers today need to be well-equipped with the knowledge and tools to navigate these new challenges and achieve their business goals.
From 25 to 27 October, Amazon Ads’ annual conference, unBoxed, returns to New York, where Amazon executives and business leaders will announce new advertising solutions and discuss how marketers can approach the evolving industry. If you won’t be there in person, you can still get the best of unBoxed wherever you are because virtual registration is now open.
Ahead of the event, Amazon Ads leaders discuss some of the biggest advertising trends affecting marketers today and provide a glimpse of what to expect from unBoxed 2022.
1. Navigating uncertainty
Uncertain economic conditions often result in changing consumer spending patterns. Research from PwC shows that eight out of 10 consumers in the UK are planning to rethink or reduce their product spending in the next 12 months because of rising costs.1 In times of shifting consumer behaviour, insight-driven strategies are key to ensuring marketers can deliver return on ad spend (ROAS).
“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. “That’s why measurement across channels, at every stage in the funnel, is especially important right now.”
2. Standing out in the attention economy
Audiences are dividing their time and attention across screens and content to shop, play and stream, with 69% of UK viewers saying they use a second screen while watching TV.2 By using engaging creative assets and understanding what content resonates with audiences, brands have the opportunity to break through the noise and stand out.
“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.”
3. Finding relevancy in a changing landscape
Changes in the ad-addressability landscape continue to impact how campaigns reach relevant audiences at scale. These changes represent an opportunity for the advertising industry to develop durable solutions that benefit both customers and marketers.
“As new channels pop up online and offline, brands are left trying to understand the impact of their multichannel touch points 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.”
4. Reaching audiences at scale
Reaching audiences, inspiring consideration and increasing conversions are important factors in any campaign, but there’s also the opportunity to build authentic connections with audiences that result in brand love and loyalty.
“An always-on approach can help marketers create important connections with audiences throughout their daily lives,” said Claire Paull, Head of Global Marketing at Amazon Ads. “By showing up where audiences already are, whether they are shopping online or listening to music, your brand can stay top of mind for busy consumers.”
As audiences become more fragmented and their channel choices more diversified, an always-on approach helps to reach them on the right devices at the right time. By using streaming TV ads, audio ads, display ads and more, brands can be where audiences already are to stay front-of-mind with consumers at home or on the go.
1 PwC Consumer Sentiment Survey Autumn 2022, UK, 2022
2 AudienceProject Insights 2022: Linear TV and streaming, UK, 2022