Expansion of Amazon Brand Lift to Mexico for marketers
Amazon has announced the expansion of its brand measurement service, Amazon Brand Lift, to Mexican advertisers. This marks the eighth country to receive access to the service, following a phased approach that began in the United States.
The service, now operational in Mexico, provides advertisers with objective measurement of their display advertisements, video content, and other campaign formats. This expansion allows for cross-platform measurement comparison for advertisers operating across multiple digital channels.
Amazon Brand Lift operates through comprehensive API endpoints, integrating directly with Amazon DSP infrastructure and Amazon Ads API. The API structure suggests future expansion of study types, measurement objectives, and integration capabilities.
The system includes eligibility checking capabilities that verify whether campaigns meet minimum requirements for statistical validity. Campaign metadata requirements include budget thresholds, impression minimums, and flight length specifications to ensure reliable measurement results.
The service operates through surveys conducted with Amazon's Shopper Panel community in Mexico. It tracks six distinct brand objectives: awareness, attitudes, preference, favorability, intent, and ad recall. Insights provided include how many people became aware of brands or products as campaign results, with detailed breakdowns covering creative performance, demographics, and frequency metrics.
Advanced targeting group management, creative testing study types, audience research capabilities, omnichannel metrics integration, and brand identifier tracking are potential future measurement capabilities. Integration with external measurement providers expands verification and validation capabilities for Amazon Brand Lift.
The announcement comes at a time when competition among measurement providers is intensifying. Google's Brand Lift Studies operate through YouTube and Display & Video 360, while TikTok introduced Brand Lift Studies with third-party verification through Kantar. The availability of Amazon Brand Lift in Mexico further broadens the options for advertisers seeking comprehensive brand measurement solutions.
Both self-service and managed-service advertisers can implement the measurement capabilities. The service is designed to help advertisers make informed decisions about their campaigns, optimizing their strategies for maximum impact.
In conclusion, the expansion of Amazon Brand Lift to Mexico is a significant step forward in the digital advertising landscape. By providing advertisers with reliable, objective measurement of their campaigns, Amazon aims to empower businesses to make data-driven decisions and drive growth in the competitive digital marketplace.
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