As part of Prime Video’s upfront presentation, Amazon Ads announced a new advertising tool: Dynamic TV Creative. This is an AI-powered process that allows you to “personalize” interactive video ads on premium streamers based on your shopping behavior.
Dynamic TV creatives allow advertisers to customize their creative ads in several different ways. These include:
Product images — “change” your creative format based on whether your audience is familiar with your product.
CTA — If the option switches to “Add to Cart,” “Send to Phone,” “Save to Cart,” or “Visit Brand Store”
Copy headings — when messages can be changed “based on awareness and consideration”
Product details — Ratings, Amazon Prime benefits, pricing, and other information are subject to change.
Although AI-enabled, it does not create or generate new copies of your advertising messages.
Dynamic TV Creative leverages decisive signals from Amazon Ads customer graph technology, particularly shopping information, with the potential to reach 90% of US households.
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Generally, deterministic data may include a login email, user ID, or hashed data that identifies a user with near 100% certainty.
The tool will be available to U.S. advertisers who sell products on Amazon in select advertising categories, including consumer packaged goods, fashion, and electronics.
Among other improvements, Amazon Ads believes this will help with viewer fatigue when it comes to the high frequency issue of consumers seeing the same message over and over again.
