The new measurement tools from Amazon Ads aims to help brands better understand campaign performance.
Amazon Ads is introducing new AI-powered measurement tools on streaming platform Twitch.
Chat Sentiment Analysis and Live Campaign Assist are features designed to help creators better understand the performance of their ad campaigns within live streaming environments.
The real-time audience measurement tools offer more depth than the current measurement tools, and can assess Twitch’s unique live environments, such as offering insight into how viewers respond to sponsored content during live streams.
Advertisers can now use these tools across the globe to analyse chat messages during channel takeover portions of livestreams. An audience reaction breakdown will then be shown between positive, neutral, and negative – along with viewer quotes beside the classifications.
Results are then sent through in a post-campaign advertiser report, including per-creator breakdowns available for multi-creator campaigns.
The campaign assist tool looks to help creators stay within brand guidelines while delivering their campaigns. It can use AI audio transcriptions that work in real time, to evaluate whether creators share brand talking points, match the brand’s tone, and uphold campaign values.
It will automatically prompt creators to re-record their readouts if they don’t meet the required brand standard. It will also notify the creator if they move outside of brand guideline thresholds and streamers will be given a ten-minute window to self correct before any action is taken – although it’s not yet clear what action that might be.
“Traditional measurement tools were not built for live, interactive environments like Twitch – impressions and click-through rates don’t tell you how a community is actually responding to your brand in real time,” said Andrea Garabedian, director, Amazon Ads.
“Chat Sentiment Analysis and Live Campaign Assist change that. They give brands direct feedback on how their message is landing with their audiences, and creators guidance on whether they’re meeting the expectations of the brands, all while they’re streaming. Together, they give advertisers the insight and control they need to optimise campaigns faster and drive stronger outcomes.”
Strict rules
Twitch is a platform which is not known for closely restricted and controlled content. In fact, it is the platform of choice for many controversial creators, which have been restricted from posting on other sites.
It is particularly popular for creators in gaming and esports as well as streaming, entertainment, food and fashion.
While staying within brand guidelines is important for advertisers and streamers, these AI-powered tools have the potential to restrict the creators in a way that may make their content less authentic.
The strict monitoring tools may be useful, but could also see creator content become less genuine and more guided by advertisers.
