Amazon's Interactive CTV Ad Suits Now Includes Creative Optimization | AdExchanger

"The new offering is now available to US advertisers that sell on Amazon across several categories, such as CPG, fashion and electronics. It will be rolled out to more customers and more inventory spots, including live sports, in Q3. As the name suggests, Dynamic TV Creative can customize an ad's interactive capabilities based on where a customer is in their purchase journey, using deterministic signals from Amazon's household graph and shopping data."

"For example, someone watching a brand's TV ad for the first time might see a different call-to-action button than someone who's visited the brand's website. "Not only does it help advertisers create a better ad each time, it also reduces viewer ad fatigue," said Fabrice Rousseau, director of advertising experiences at Amazon. "Because they see different ads, which increases engagement.""

"One thing the new tool cannot do, however, is radically adjust the ad itself. While it will resize the ad video or image to fit into different formats, like squeezebacks and product carousels, it only adjusts different elements of the interactive copy - things like headlines, buttons, calls to action and so on."

"What's more, although Amazon describes the capability as AI-powered, it won't generate new copy whole cloth for each ad. Instead, advertisers will be able to approve a list of potential options that Dynamic TV Creative will rotate out as necessary. Advertisers want to have control over their own creative and feel as if they're "in the loop," Rousseau explained. At the same time, they're willing to give Amazon autonomy to decide where, when and to whom that creative should be shown."

Dynamic TV Creative is a new Amazon Ads product for US advertisers that customizes interactive capabilities of TV ads based on where a customer is in their purchase journey. It uses deterministic signals from Amazon’s household graph and shopping data to tailor elements such as headlines, buttons, and calls to action. Advertisers can see different call-to-action options depending on whether a viewer is encountering a brand for the first time or has visited the brand’s website. The tool resizes video or images to fit different formats, including squeezebacks and product carousels. It is described as AI-powered but does not generate new copy from scratch; advertisers approve a set of options that the system rotates. The rollout expands to more customers and inventory spots, including live sports, in Q3.

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