Amazon introduced a slew of new advertising options at its annual unBoxed advertising conference last week, one of which will have a direct impact on the food industry. For the first time, brands may now advertise programmatically in Amazon’s physical storefronts. Brands may use Digital Signage Ads to place digital ads on physical retail signage. Brands can optimise campaigns for Amazon Fresh outlets using an impression report and sales lift analysis. According to Amazon, this will allow users to view a broader range of more relevant ads, resulting in more brand discovery and a better customer experience.
Related post: ConsumerGeniuses
In June, Amazon unveiled its Store Analytics tool, which provides companies with aggregated and anonymised data on the effectiveness of their items, promotions, and ad campaigns at Amazon Go and Amazon Fresh locations. Store Analytics data will never include specifics such as consumers’ identities, individual browsing data, or unique session characteristics such as the time of day they shopped or the store where they shopped. Furthermore, as part of the service, no video or photos of customers will be shared with brands.
