The 2023 Higher Impact Report, conducted by Amazon Ads in partnership with Environics Research, was our third annual study focused on exploring the evolving values and issues of importance for consumers around the world. The report itself has evolved over the years to cover more regions and topics, but the core goal remained the same, to showcase the importance of brands leading with their values. Amazon Ads set out to help advertisers better understand their key audiences, offer new ways to engage with them, and shared best practices for showing up authentically. For the report’s campaign, the main goals were to drive increased awareness, consideration, and brand equity.
Launched in September 2023, the “trusted partner” thought leadership program focused on driving awareness and consideration for Amazon Ads as a trusted solution that allows brands to have control and transparency into the environments where their campaigns show up. The core/anchor piece of the program was the third annual Higher Impact report, which uncovered global consumer sentiment across CA, DE, ES, FR, IT, UK, and the US, and centered on key topics of sustainability, DEI, and brand trust. The research was amplified across the Amazon Ads website and sponsored channels, encompassing 17 pieces of content that included an immersive story in WSJ, a feature in Adweek, an Ad Age executive byline, and a Wired interactive article. It was also featured at our annual flagship event, unBoxed, in both a Lightning Talk session and on the Impact Stage showcasing the DEIA insights from the report. In addition to the report, we published a new landing page on the Amazon Ads website highlighting Amazon Ads as a brand-safe solution for advertisers.
We continued to scale and extend the life of the research throughout the year across Amazon Ads editorial using insights to support customer stories, thought leadership, industry analysis, and features. This content further continued our conversation with customers on topics ranging from sustainability, to DEI, accessibility, and more.
In 2023, the program yielded positive results over benchmarks, including 6.2MM+ impressions, 277K+ page views (+68% vs. goal for sponsored content), with content exceeding publisher time-on-page benchmarks by an average of 39% and publisher brand studies showing an +11% average lift related to the “A trusted partner” brand perception.
