Amazon Ads have announced the availability of Sponsored TV, a self-service ad solution, for brands of all sizes that sell on Amazon in the UK. Sponsored TV enables brands to run streaming TV campaigns to reach audiences watching content on live streamed entertainment on Twitch, and third-party streaming TV services through Fire TV apps.
This should be no surprise to those who follow Amazon – they introduced ads to Prime Video in February this year, and it was only a matter of time before they hooked up TV ads to clicking through to a Buy Box and enabled retailers to close the loop between an ad and a purchase.
Sponsored TV is now available to sellers enrolled in the vendors and brand owners, including book vendors, at the moment the only exclusion is for Health and Personal Care advertisers.
To help shoppers engage with your ads, all Sponsored TV ads are eligible for interactive overlays and burnt-in elements. For example, viewers may scan a QR code within your ads to be directed to your brand’s product detail page or directly to your brand store on their mobile device.
QR code interaction allows Brands to review the value of their ads in real time, including insights on viewer interactions, to learn how audiences engage with their Sponsored TV ads.
TV is an important brand-building strategy and should not be out of reach for any business. Sponsored TV is a new streaming TV ad solution that helps brands connect with their audiences on the largest screen in the home. This includes brands that are new to advertising. Sponsored TV campaigns provide efficient reach powered by our machine-learning optimisation models, enabling brands to benefit from Amazon’s first-party shopping and entertainment signals to create relevant ad experiences for viewers.
– Ruslana Zbagerska, vice president, Amazon Ads
Small and medium-sized brands can often be intimidated by the cost of TV advertising, and don’t have the understanding of how to measure the value to justify the spend. According to research conducted by Amazon, these marketers often lack TV-quality creative to get started. Media-consumption research from Axios Media Trends also indicates that streaming TV is eclipsing linear TV as the top method of TV consumption. Sponsored TV empowers brands to reach the growing cord-cutter audience with self-service controls and measurement, cost-efficient flexibility and the required creative support.
Sponsored TV enables brands to use the flexibility of Amazon Ads sponsored ads tools, including no minimum campaign spend, no minimum daily spend and no upfront commitments. Brands can create streaming TV campaigns in just a few clicks within the Amazon Ads console or using the Amazon Ads API.
TV advertising is no longer just for the big brands. With self-serve buying and closed-loop measurements, Sponsored TV makes streaming TV advertising a cost-efficient option for emerging and enterprise brands that want to connect the entertainment and shopping journey for customers.
– Patrick Miller, co-founder, Flywheel
Brands with existing TV-quality assets can use those same creatives in their Sponsored TV campaigns. Brands that are new to streaming TV advertising and don’t have TV-quality creative can take advantage of Amazon’s creative services. Amazon Ads offers services to build creative using a brand’s digital and social media assets at varying rates. Brands can also use their TV-quality creative across other Amazon Ads placements, including in their brand stores and other sponsored ads campaigns.
Sponsored TV campaigns benefit from machine learning–powered optimisation models informed by Amazon’s first-party shopping and entertainment signals. Brands can engage with audiences likely to be interested in specific types of content, including cooking and home-improvement programming, and reach audiences interested in products in categories sold in the Amazon store. To help brands understand and measure campaign performance in real time, advertisers have access to self-service campaign metrics like the number of ad-attributed branded searches and detail page views.
