During its annual unBoxed advertising conference last week, Amazon launched a bevy of new advertising solutions, one of which will have a direct impact on food retail. The Digital Signage Ads product allows brands to run digital advertisements in physical store signage, allowing customers to view or engage with a brand in a physical environment at the time of purchase.
The Amazon Ads product works through Amazon DSP, the company’s demand-side platform that allows brands to programmatically buy ads to reach audiences on and off Amazon. This marks the first time brands can programmatically advertise within Amazon’s physical stores.
Brands have the opportunity to optimize campaigns via an impression report and sales lift analysis for Amazon Fresh stores. According to Amazon, this will allow customers to see a wider variety of ads that are more relevant, which will translate into more brand discoveries and an enhanced customer experience.Progressive Grocer