Amazon Creative Optimization • Unlocking the Power of Performance

Longtime Amazon advertiser Philips Domestic Appliances [Versuni] needed to integrate creative optimization with media performance on a large scale. This kind of operation requires deep expertise in machine learning, artificial intelligence, creative production and optimization—a tall order, but no sweat for us. So Philips DA enlisted our help, resulting in the development of an automated tool that identifies key creative elements that drive performance at scale, backed by campaign performance data.

Amazon’s robust computer vision and machine learning-powered solutions, combined with our proficiency in constructing automated workflows, meant we had everything we needed to turn Philips DA’s opportunity into reality. We began by demystifying Amazon Media Cockpit data, giving the media team access to enriched user data to assess media performance. Next, we leveraged our deep understanding of AWS APIs to extract labels, metadata and documentation. This set the foundation for a streamlined creative categorization and labelling process while also opening the possibility of integrating metadata as filters in the brand’s digital asset management (DAM) tool.

After laying the groundwork, we custom-built a machine learning-powered tool fully tailored and automated for Philips DA’s specific business case. Upon completion of the tool, Philips DA gained a newfound capability to assess the creative aspects of their Amazon advertisements in conjunction with media performance data in a scalable, well-structured method. This breakthrough enabled the identification of numerous opportunities for optimizing ad creatives, while eliminating the need for speculative optimization and manual data engineering work. As a result, the company gained enhanced technical, analytical, operational and financial efficiencies.