Toucan Talks Newsletter - November 2024

Welcome to Toucan's Newsletter, your monthly guide to thriving on Amazon. Get the inside scoop on all things Amazon: News, Trends, and Updates delivered to your inbox!

TikTok’s Launch of Search Ads: What It Means for Brands and How Toucan Can Help

Overview of TikTok Search Ads 

TikTok has introduced Search Ads in the US, a new keyword-based advertising solution allowing brands to appear directly in search results. This feature is designed to take advantage of the high-intent search behaviour of users, enabling advertisers to reach customers as they actively look for specific content or products. By moving beyond automated ads, TikTok is offering brands more control over how they target and bid for ads, similar to Amazon’s ad model. 

Key Insights for Brands Considering TikTok Shop 

1. Leverage High-Intent Search Behaviour  With 57% of TikTok users using the search function and 23% of users searching within 30 seconds of opening the app, TikTok has become a significant platform for high-intent consumers. This means brands can now reach users who are actively looking for products or services, which increases the likelihood of conversions. 
2. Increased Conversions with Search Ads  TikTok data shows that brands running both Search Ads and In-Feed Ads experience a 20% higher conversion rate. This highlights the potential of combining different ad formats to maximise results, making TikTok Shop an even more attractive channel for social commerce. 
3. Enhanced Control with Keyword Bidding  Much like Amazon, TikTok's search ads allow brands to bid on specific keywords, giving them more control over targeting. This control allows advertisers to reach the right audience at the right time, making their campaigns more effective by focusing on moments of high intent. 
4. Capitalising on Social Commerce  TikTok is rapidly becoming a key player in social commerce, especially with the upcoming holiday season. 9 out of 10 users take action after searching on the platform, demonstrating how search ads can convert interest into sales. Brands setting up on TikTok Shop can tap into this trend and engage users ready to make a purchase. 

How Toucan Can Help Brands Maximise TikTok Search Ads 

As an official TikTok Shop partner, Toucan is uniquely positioned to help brands navigate and succeed in TikTok’s new ad ecosystem. Here’s how we can support: 

1. Customised Keyword Strategy  We’ll create tailored keyword strategies to help your brand bid on the most relevant search terms, ensuring that your products appear in front of high-intent users actively searching for them. 
2. Optimised Campaigns for High Conversions  Our team will integrate Search Ads and In-Feed Ads for your campaigns, leveraging TikTok’s proven formula for higher conversions. By using a holistic ad approach, we can help your brand achieve maximum visibility and sales. 
3. Data-Driven Targeting and Bidding  With the increased control over keyword bidding, Toucan can fine-tune your campaigns based on user behaviour and intent, making sure you get the best return on your investment. 
4. Holiday Season Strategy  TikTok search ads are launching just in time for the holiday shopping rush. Toucan can design a robust seasonal campaign to take advantage of this feature, driving traffic and conversions when consumers are in a buying mindset. 

By working with Toucan, your brand can fully leverage TikTok's new search ad capabilities if you are a brand in the US, positioning you for success in this growing social commerce landscape. We will hopefully be seeing this soon in the UK and other countries. 

Big Updates have been Announced from the Keynote at Amazon Unboxed 2024 in Austin!

Big updates have been announced from the Keynote at Amazon Unboxed 2024 in Austin! 

Amazon continues to innovate in full-funnel advertising, integrating advanced tech, audience insights, and streaming TV to maximise ad impact across all stages of the customer journey. 

Prime Video Advertising Expansion 

• Prime Video ads will be available in five new countries (Brazil, India, Japan, Netherlands, New Zealand) in 2025, providing brands access to a global audience. 

New Product Campaigns 

• Amazon have launched "New Product Campaigns" to help brands grow awareness, consideration, and sales within the first 90 days of a product launch which is key. 
• Campaigns will leverage Amazon's premium first and third-party publisher networks, with labels like "new and notable" increasing ad click-through rates by over 20%. 

Audience Bid Boosting for Sponsored Products & Sponsored Brands  

• Advertisers can now adjust bids based on audience signals, boosting bids for customers who have interacted with ads on channels like streaming TV. 
• This feature targets customers across their journey, from awareness to conversion, improving engagement and sales.  

Multi-Touch Attribution (MTA) 

• New MTA capability provides insights into how different stages of the marketing funnel contribute to conversions, not just the lower funnel. 
• The approach will use randomised control trials to deliver transparent measurement across various media tactics. 
• Amazon’s new AI-driven multi-touch attribution model helps marketers understand how each marketing touchpoint, such as streaming TV or sponsored ads, contributes to conversions. It uses machine learning and random tests to optimise ad spend and maximise impact. 

Enhanced Amazon DSP Experience 

• The updated Amazon Demand Side Platform (DSP) offers a revamped interface with faster campaign creation and smarter insights. 
• Features include frequency management across devices, saving up to 26% of campaign budgets, and a centralised campaign management hub launching in 2025. 

Ad Relevance Without Cookies 

• Amazon's new "Ad Relevance" approach uses AWS-powered AI to analyse browsing, buying, and streaming behaviours without relying on traditional ad identifiers like cookies. 
• The technology ensures ads are contextually relevant and privacy compliant. 

Ad Relevance Enhancements 

• Amazon's improved ad relevance is boosting campaign performance, leading to lower CPMs and better CPCs. 
• Powered by predictive AI, "Performance Plus" uses real-time conversion signals to optimise ads as users engage with brand websites, resulting in a 51% improvement in acquisition costs. 

Performance Plus for All 

• Performance Plus is now available for all brands, including those selling on Amazon, with an easy setup process (just four clicks). 
• New "Performance Plus Tactics" allow brands to expand their campaigns more effectively. 

 Innovative Ad Experiences 

• New interactive shopping capabilities let viewers add products to their Amazon cart directly from video ads. 
• "The Glitch on Twitch" brings brands into gaming through Fortnite activations, blending entertainment and advertising. 

Sports and Entertainment Partnerships 

• Exclusive coverage of NBA games and new NASCAR races coming to Prime Video in 2025 presenting lots more opportunities. 
• Partnerships with the National Women’s Soccer League and WNBA highlight Amazon's support for women's sports. 

 Live Shopping Shows 

• Launching new shows like "Buy It Now," where entrepreneurs pitch products to a live audience, creating a more engaging shopping experience. 

 Amazon and NBA Partnership 

• The collaboration between Amazon and the NBA aims to deepen connections between players and fans by creating more personalised and engaging touchpoints. This partnership will leverage Amazon's technology to bring fans closer to their favourite athletes and enhance the viewing experience meanwhile presenting brands a massive opportunity to showcase their products to a new audience. 

Prime Video Customisation 

• Prime Video now offers innovative ad tech solutions that allow brands to connect with a young, global, and diverse audience through customised viewing experiences. 

 Advanced AMC Insights 

• The new AMC Solutions provide intuitive, no-code tools for marketers to get insights on high-value audiences, optimal ad frequency, and conversion paths. This allows brands to easily configure and activate campaigns without needing technical expertise. 

Long-Term Sales Insights 

• Marketers can now understand the long-term impact of their ads by tracking customer actions, like searching for a product or adding it to a cart, and measuring sales associated with these actions over a 12-month period. 

AI-Powered Creative Tools Expansion 

• Amazon introduced new AI-driven tools that make it easy to create ads across different formats. This includes Live Images, which add motion to product shots, Video Generator for short, automated videos, and Audio Generator, which creates interactive audio ads for Alexa-enabled devices. 

AI Creative Studio 

• A new all-in-one platform that allows advertisers to generate, customise, and scale ad creatives seamlessly across images, videos, and audio. This tool is available in beta and aims to simplify ad creation and campaign management. 
• Even small businesses can now easily create full funnel campaigns. With AI Creative Studio, turning simple product shots into engaging content is accessible to everyone, allowing for ad customisation with animations, videos, and lifestyle concepts. 
• Larger brands can leverage the AI Creative Studio to transform existing TV commercials into a series of online videos and images, driving conversions and keeping the original visual style consistent. 

Summary 

These are the big updates from today and there will be more to follow over the coming days with a rundown of everything at the end of Amazon unboxed 2024. We are super excited to hear and learn about the new innovations and tech that Amazon are announcing and can’t wait to see what else is in store! 

Amazon unBoxed Day 2 Keynote Talk - Building Brands & Capturing Customers Attention Through Streaming

Here’s a summary of key insights and trends discussed at the Keynote talk of day 2 at Amazon Unboxed 2024. Day 2’s keynote talk involved industry leaders and special guests talking all things streaming and how to capture customers attention and build brands that resonate in the streaming era. 

Amazon's entertainment network spans film, TV, live sports, music, and podcasts, creating “can’t-miss” moments that captivate audiences. This ecosystem enables brands to build deeper connections with customers. 

Here is everything we learnt today! 

Shifting Consumer Habits in Streaming 

• Audiences are becoming increasingly fragmented across numerous streaming services, making it harder for brands to capture their attention and reach them consistently. 
• However, with the rise of streaming, this offers more opportunities for personalised advertising and targeted reach across different streaming services.  

The Role of Live Sports in Streaming 

• Live sports remain a key area for reaching large audiences on streaming platforms. 
• Sports streaming provides massive opportunities for brands to engage viewers through interactive ads and data integration, such as Prime Video's plans for the Black Friday NFL game as these viewers are paying lots of attention to the sporting events. 
• Despite the rise of on-demand content, live sports continue to be a major unifier. Events like big games still bring people together in real time, showcasing the continued importance of live broadcasting in the streaming era. 

Sponsored TV 

• Sponsored TV has expanded to more regions. It’s now available in the US, Canada, Mexico, Brazil, and the UK, with more locations coming very soon. 
• Amazon are bringing remarketing to Sponsored TV. You can now easily re-engage customers who’ve seen Sponsored TV ads through Sponsored Display, which is major for helping move customers down the funnel. 
• Sponsored TV is now available to all brands, not just those that sell on Amazon, so any advertisers can take advantage of these opportunities. 

New Ad Formats & Shoppable TV 

• Shoppable TV ads are becoming a reality, allowing brands to blend top-of-funnel awareness with bottom-of-funnel conversions. 
• Virgin Voyages’ branded reality series serves as an example of integrating shoppable content seamlessly into streaming experiences. 

Full-Funnel Advertising Opportunities 

• Streaming allows for holistic advertising strategies, measuring both brand perception (top-of-funnel) and direct conversions (bottom-of-funnel). 
• Data from platforms like Amazon Marketing Cloud helps brands reach precise audiences with relevant messaging. 

TV Advertising Democratisation 

• Self-serve platforms are making TV advertising accessible to smaller businesses, lowering barriers to entry. 
• AI advancements are further simplifying the creation of high-quality ad content for TV. 

Personalisation at Scale 

• Personalisation in streaming is seen as the "Holy Grail" for advertisers, with AI-driven tools promising more tailored ad experiences. 
• The industry is moving toward contextual ad placements, which resonate better with consumers and increase ad recall. 

Growth in Advertising 

• Amazon saw a remarkable 90% increase in the number of advertisers during the Olympics, setting new revenue records. This growth isn't just for large brands—small and medium-sized businesses (SMBs) are also benefiting by tapping into the reach of television. 
• The digital landscape has redefined SMBs, transforming them from local shops into national digital storefronts. With access to advertising opportunities like streaming, SMBs can now compete on a larger scale. 

Embracing Streaming for Brand Building  

• Investing in brand advertising on streaming platforms pays off over time. As conversions become more efficient, advertisers can reach the right audiences through targeted streaming opportunities. 
• With the holiday shopping season approaching, Amazon is encouraging brands to leverage streaming ads to maximise their reach during these critical sales events. 
• The streaming landscape allows creators to focus on niche audiences who share specific interests. This freedom encourages authenticity and helps build dedicated communities around shared passions, rather than trying to appeal to everyone. 

Authenticity is Key 

• Successful content today focuses on being bold and authentic, resonating with audiences who value genuine experiences. Sharing real stories and embracing one's unique voice are crucial for engaging viewers. 

Summary 

These insights highlight the power of streaming, the importance of connecting with audiences in a meaningful way, and how digital platforms continue to shape the future of media consumption. 

Streaming has revolutionised how audiences consume content, allowing for greater flexibility and access across demographics. Unlike traditional TV, where everyone had to watch at the same time, streaming gives people the freedom to watch what they want, when they want. 

If your brand wants to explore the opportunities that streaming can present to your brand, get in touch with the team today at hello@toucanecommerce.com 

Latest Amazon DSP Updates & News

Toucan’s Advertising team have been updating us on what’s new in Sponsored Ads and DSP, here are some key updates from the team! 

1. Additional 1st Party Supply 

What it is: From November 1st, display campaigns will gain access to more first-party supply across devices and platforms like Echo Show, Fire Tablet, Fire TV, IMDb, Twitch, and Whole Foods Market and Fresh digital displays. 

Why it matters: This expansion provides brands with more high-quality, brand-safe advertising environments to reach consumers. First-party supply often comes with better data accuracy and higher engagement, allowing brands to more effectively target audiences across a broader range of touchpoints. For those selling off Amazon, it's an opportunity to leverage Amazon's ecosystem to drive awareness and engagement outside of the traditional e-commerce setting.  

2. Brand Awareness Campaign Goal-Based Bidding 

What it is: New KPI goals for brand awareness campaigns, focusing on reach and frequency, which will influence the automated bidding strategy. 

Why it matters: With a focus on reach and frequency, advertisers can optimise campaigns more effectively for brand awareness rather than just conversions. It allows brands to increase visibility and familiarity across their target audience, which is particularly valuable for upper-funnel advertising.    

3. Similar Audiences 

What it is: Broader audience reach using "similar" audiences. 

Why it matters: Similar audiences help brands expand their reach by targeting users who share characteristics with existing customers. This capability enhances the ability to attract new prospects that are more likely to convert, improving the efficiency of acquisition efforts.   

4. Contextual Targeting Expanded to 3P Inventory 

What it is: Contextual targeting is now available on third-party inventory, in addition to Amazon’s owned and operated (O&O) properties. 

Why it matters: Brands can extend contextual ads to a wider range of placements, increasing the reach of campaigns while still maintaining relevance to users. By being able to target products or content related to their own offerings, brands can drive more qualified traffic, which may lead to higher conversion rates.  

5. Sponsored Display Carousel Ad 

What it is: Sponsored Display campaigns can now feature up to three images in a carousel format, with this feature being available in the US as a BETA for advertisers who don’t sell on Amazon. 

Why it matters: The carousel format offers a more engaging ad experience, allowing brands to showcase multiple products or highlight different aspects of a single product. This can increase the likelihood of user interaction, making it an attractive option to build brand presence and engage potential customers in new ways.  

Together, these updates expand reach, improve targeting, and enhance creative options, making Amazon DSP an even more powerful platform for brands aiming to scale their advertising efforts both within and beyond Amazon's ecosystem. 

Amazon DSP Launches Rewarded Ads for Self-Service Advertisers

Amazon DSP has rolled out an exciting new feature, enabling self-service advertisers to set up and launch rewarded ads directly within the platform. This functionality, available in North America, specifically in the United States, represents a significant step forward for advertisers seeking more engaging, action-driven ad experiences. Rewarded ads offer a unique opportunity to engage customers with an incentive for interaction, helping brands drive more value from their campaigns. 

With just a few clicks using Amazon DSP’s component-based creative template, advertisers can now seamlessly add a reward incentive to their display ads. By selecting "Products on Amazon" as the landing page click-through and "Rewarded ads" as the ad experience within the template, advertisers can rapidly configure rewarded ad campaigns to encourage customer action and drive conversions. 

Simple, Streamlined Set-Up 

Amazon DSP’s template simplifies the setup process. Advertisers configure their ad by: 

1. Selecting the ASINs they wish to promote. 
2. Defining the minimum spend amount that will qualify customers for a reward. 
3. Designing the reward landing page where customers will learn about the reward and redeem it. 

The entire process — from configuring ASINs to previewing the landing page — is automated, making it as quick and straightforward as building standard display creative. 

Why Rewarded Ads Matter 

Rewarded ads are valuable because they encourage customers to actively engage with the brand by offering an Amazon credit as a reward. This approach takes customers from discovery to action, creating a more direct path from ad impression to conversion. The reward incentive provides a stronger reason for customers to click, interact, and potentially purchase, enhancing the effectiveness of display campaigns. By integrating rewarded ads, Amazon DSP empowers advertisers to not only attract customer attention but also build loyalty by offering a tangible benefit for engagement. 

Availability and Limitations 

This feature is available to self-service advertisers in the US who sell products on Amazon.com. While widely accessible, it currently excludes digital products, grocery, apparel, shoes, and items exclusively offered through Amazon Fresh, Whole Foods, or other Amazon Local Merchants. 

New Metrics for Rewarded Ads 

To help advertisers track the success of their campaigns, Amazon DSP introduces two new metrics: 

• Reward Grants: The number of rewards distributed to customers. 
• Reward Cost: The total cost associated with these distributed rewards. These metrics are accessible within the ADSP Campaign Builder dashboard, allowing advertisers to track their rewarded ads' performance in real time. However, they are not currently available through Amazon’s Public API, Amazon Marketing Cloud, Amazon Marketing Stream, or the ADSP Measurement & Reporting tab. 

How to Get Started 

To access this feature, advertisers need only open Amazon DSP’s component-based creative template and select the rewarded ads option. With these tools, Amazon DSP has made it simple for self-service advertisers to drive more engagement and value from their campaigns. This latest innovation opens new possibilities for brands looking to amplify their reach on Amazon and turn potential customers into loyal buyers. For advertisers aiming to make the most of their Amazon DSP campaigns, rewarded ads offer a dynamic and efficient pathway to boosting both engagement and conversion. 

Summary 

Ultimately, rewarded ads help brands differentiate by building a more engaging customer experience, turning one-time shoppers into potential loyalists. For brands focused on performance-driven results, this feature offers a targeted way to enhance campaign ROI, engagement, and brand loyalty, particularly valuable in competitive categories on Amazon. 

These rewards ads have only been launched in the US for now If your brand wants to explore how Amazon DSP can help your business, get in touch with Toucan today via email at hello@toucanecommerce.com or via our website! Toucan are very proud to say that we hold global DSP seats in the UK, NAM & APAC regions! 

TikTok Shop & Shopify Partnership

Find and engage new customers with TikTok Ads & TikTok Shop.

The TikTok Shop app for Shopify seamlessly connects you with the highly engaged audiences. These users aren't just scrolling, they're shopping, as seen with the trending hashtags #TikTokMadeMeBuyIt. The app enables you to easily create TikTok ad campaigns, sync your product catalogue, and sell through in-feed videos, the Shop Tab, and LIVE events.

• Build TikTok-style ads in minutes. Simply upload product images or videos.
• Install the TikTok Pixel in 1-click to measure the performance of your ads.
• Sell on TikTok Shop and manage your business in Shopify (US & UK Only).

Fulfilled by TikTok Shop

What is Fulfilled by TikTok (FBT)?

Fulfilled by TikTok (FBT) is the easiest, most cost-effective way to get your products to TikTok Shop customers. From warehousing to packing to shipping, FBT handles your fulfilment so you can focus on the other aspects of growing your business.

What are the benefits of FBT?

1. Lower costs

Save up to 40% by choosing FBT over TikTok Shipping, and enjoy 90 days of free storage with no peak season surcharges. Plus, FBT helps distribute your inventory nationally, enabling 3-day delivery at no additional cost to you.

2. Seller protection

With FBT, sellers can protect their Shop Performance Score. Orders fulfilled by FBT are not counted towards a seller's Shop Performance Score metrics for Late Dispatch Rate, Seller Fault Cancellation Rate, and logistics related Negative Review Rate.

3. Order reimbursement

FBT reimburses you when customers claim an order didn't arrive, was lost, damaged, or the wrong item was shipped.

4. Exclusive shopper experience

With FBT, shoppers can combine products from multiple FBT shops to meet the $30 minimum free shipping threshold. Eligible products will also be displayed with a "Free 3-Day Delivery" badge.

TikTok Smart+ - Automated Solutions that Drive Results

Smart+ automates the performance advertising process across targeting, bidding, and creative to deliver the right ad to the right person to offer the best performance. Advertisers simply input their assets, budget, and targeting goals and Smart+ automatically creates or selects the best creative asset - utilising TikTok Symphony, chooses the right audience, and puts the best ad in front of the right customer at the right time.

There have been strong results seen across all objectives, with advertisers using Smart+ Web Campaigns. Smart+ simplifies the ad buying process while maximises business outcomes with three campaign objectives including:

• Smart+ Web Campaigns - Drives traffic and lower funnel actions, including sales, on advertiser’s website.
• Smart+ Catalogue Ads - Drives lower funnel outcomes by automatically delivering relevant product recommendations to people based on their interests, intent and actions.
• Smart+ App Campaigns - Leverages the power of discovery on TikTok to drive app installs and conversions.
• Smart+ Lead Generation Campaigns - Turns leaned-in audiences into high-value customers utilising our next gen, lead gen solutions.

TikTok Introduces Flip Stories

On TikTok, creators share their creativity across a variety of formats, from multi-part Playlists to Stitches to LIVE videos. To expand on the ways creators, share and connect, TikTok have introduced Flip Story - a new feature that allows creators to add a second side to every story that can be unlocked with a flip.

Flip Story opens new opportunities for connection and engagement between creators and their follower communities. Whether it's before-and-after photos or exclusive announcements and sneak peeks, Flip Story adds a layer of fun and surprise to storytelling on TikTok.

How it works

• To upload a Flip Story, tap the "+" button to access the Create page and toggle to Story, or select the "+" button on your Profile photo. You'll see the option to add a Flip Story, which requires creators to upload two sides to their Story.
• You'll have the option to snap content for Flip Stories directly from the Create page or upload images to a Flip Story from your device. Flip Stories support only image uploads.
• To view a Flip Story, simply press the "Hold to Flip" button on the first side of a Flip Story to reveal the hidden content, which will play for a few seconds. Creators will be able to see a separate list of viewers for those that unveiled the second side. All content shared in Flip Stories will go through the same moderation process applied to Stories that are uploaded to TikTok.

New Formats for Storytelling

TikTok are constantly exploring new ways to equip creators, artists, and brands with tools to share exciting moments and dynamic content with engaged fan communities on TikTok. With Flip Story, this can offer another format for self-expression and connection, expanding the ways stories can be created and shared on TikTok.

Toucan Talks Next Webinar

Calling all Sellers! Are you ready to elevate your sales this holiday season?

Get ready for the busiest shopping season of the year! Join us for our upcoming webinar, "Content Recommendations Leading up to Seasonal Sales Periods," where Toucan's Creative Partner, Ben Levart, will share expert tips and strategies on how highly optimised content can play a massive role in driving sales during key sales periods.

🗓️ Date: Tuesday 19th November

🕒 Time: 2:00 – 2:45PM GMT

📍 Register Here: https://lnkd.in/e5BsQsqq

Whether you're looking to refresh your content strategy or want to learn how to create content that truly converts, our session will be packed with actionable insights to help your brand stand out during seasonal sales.

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