Amazon Brings Streaming Advertising Capabilities to More Brands

  Rassegna Stampa, Social
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Amazon wants viewers to have a steady stream of brands on streaming.

At its unBoxed event today, Amazon Ads announced Sponsored TV, a new self-service advertising product that allows all brands that sell on Amazon in the U.S. to reach audiences on streaming TV, including on Amazon Freevee, Twitch and third-party services through Fire TV apps.

“TV is an important brand-building strategy for brands of any size, and as a result should not be out of reach for any brand,” Ruslana Zbagerska, vp, brand and product development, Amazon Ads, told Adweek. “The goal is to really remove the barriers.”

That includes having no minimum campaign spend and no upfront advertising commitments.

Additionally, brands with existing TV-quality assets can use that same creative in their Sponsored TV campaigns. However, Zbagerska explained the company also has creative services available for brands without ready-to-go assets that are looking to get into TV with quality content.

“We will be providing the creative support, which brands that are new to TV will be excited about, and they will be able to optimize their campaigns powered by Amazon machine learning capabilities,” Zbagerska said.

Sponsored TV campaigns give brands access to Amazon’s ad tools, with campaigns being optimized through Amazon’s first-party shopping and entertainment signals.

Brands can use Amazon’s tools to target specific audiences for their content and set up campaigns with “just a few clicks,” Zbagerska said, giving them access to self-service metrics such as the number of ad-attributed branded searches and detail pageviews. Plus, advertisers can use their TV-quality creative across other Amazon Ads placements, including in their brand stores and other sponsored ad campaigns.

Shoppable and interactive offerings are also available.

“Sponsored TV will support interactive formats, in addition to QR codes, as a way for you to engage with the brand and the products through a remote,” Zbagerska said, adding that the product was made with both advertisers and viewers in mind.

“This is also an opportunity to engage with a more diverse collection of brands and products. That’s the part the viewers will be delighted by.”

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