HAQM Ads launches HAQM Live signals in HAQM Marketing Cloud for enhanced live shopping measurement

Today, HAQM Ads announced the launch of HAQM Live signals in HAQM Marketing Cloud (AMC). These signals, including impressions, views, and clicks, enable advertisers to gain new insights into their live shopping campaigns and generate a deeper understanding about their customers’ journeys to drive full-funnel campaign results. HAQM Live signals complement the range of comprehensive campaign insights advertisers already have in AMC including streaming, shopping, and browsing signals, which help drive incremental performance and measured outcomes across all of their marketing strategies.

HAQM Live provides brands with an interactive advertising format to engage customers, leverage recognizable creators, and drive product consideration and discovery, offering advertisers deep and rich campaign insights. For example, 66% of HAQM Live shoppers are inspired to purchase by influencers they follow,¹ highlighting the power of creator-driven storytelling. AMC gives brands the ability to analyze unique customer segments, create custom and lookalike audiences to remarket to them, and inform broader content, marketing, and sales strategies.

"This integration provides more visibility into live shopping's value, enabling more informed decision-making and improved campaign performance," said Paula Despins, Vice President, Ads Measurement, HAQM Ads. "With HAQM Live signals in AMC, advertisers can now more clearly see how their live shopping marketing efforts drive measurable full-funnel results."

By connecting HAQM Live’s creator-led content with comprehensive measurement, advertisers can now see exactly how these engaging experiences influence purchasing decisions. This integration gives brands the insights to optimize creator partnerships and content strategies, transforming live shopping into a measurable component of their marketing mix.

Brands previously relied on broadcast-level aggregated reports available only after 30 days. Now, they can also access ad-level reporting, custom reporting options (including path overlap and audience analysis), and a broader variety of metrics.

• Gain deeper audience insights: Understand viewer demographics and behaviors through custom reports that allow you to analyze creator engagement, customer paths to conversion, and audience overlap with other channels, and see how HAQM Live fits into an overall marketing plan.
• Tailor content strategies: Identify which products, content creative, and creators resonate most with specific audience segments.
• Create custom remarketing audiences: Build custom segments of viewers who engaged with specific broadcasts for more relevant follow-up campaigns across other HAQM Ads products.
• Measure holistic campaign performance: Analyze how different campaign types work together using unified customer signals to understand the complete path to purchase and measure cumulative reach across media, while leveraging HAQM Live’s halo effect to create deeper brand connections.
• Optimize creative approaches: Determine which creator partnerships drive the strongest audience engagement and conversions for different product categories.

By analyzing HAQM Live signals in AMC, General Electric (GE) observed how creative campaign assets, including the HAQM Live campaign and its promotional static display asset, worked alongside the broader campaign. This interoperability allowed GE to leverage the programmatic advertising capabilities of HAQM DSP to reach relevant audiences at scale and alongside online video (OLV)'s broad awareness, then use HAQM Live's interactive shopping experiences to drive deeper product engagement and consideration. Using a 14-day attribution window, customers seeing HAQM Live campaign content had 2.5x higher purchase rate, 7.6x higher detail view page rate, and 9.7x higher branded search rate, compared to customers who saw other ads.²

“Being able to measure the incremental impact of both our creative assets and promotional media helps us understand what's really driving results," said Leah Malinowski, Director of e-Commerce sales at GE Appliances. "These insights give us direction on how to structure future campaigns and create the most compelling shopping experiences for our customer.”

HAQM Live is a full-funnel shoppable video format that combines engaging content, creator-led demonstrations, seamless shopping, and promotional assets to deliver a complete shopping experience. AMC is a secure, privacy-centric, cloud-based clean room solution that provides a suite of sophisticated planning and measurement tools for advertisers using HAQM Ads. HAQM Live signals join a growing list of valuable signals available in AMC, enabling advertisers to build more comprehensive cross-channel measurement strategies.

HAQM Live signals are currently available in AMC in a limited beta period for U.S.-based advertisers, with several customers already using the capability. Open beta will begin later this summer. HAQM Live is available in the United States, France, United Kingdom, Germany, Italy, India, and Japan, and will be available in Spain and Canada later this year.