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 Creative allows advertisers to customize their creative ads in several different ways, including changing the creative format based on the viewer’s product familiarity and changing the CTA to Add to Cart, Send to Call, Save to Cart, or Visit Brand Store.
Additionally, you can change your ad’s headline copy at the “Awareness and Consideration” stage, as well as product details such as Amazon Prime benefits and pricing, at the time of purchase.
Although this feature is AI-enabled, it does not write or generate new copy of your advertising message.
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Dynamic TV Creative leverages decisive signals from Amazon Ads customer graph technology, particularly shopping information, with the potential to reach 90% of US households.
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.
