In a world where streaming services reign supreme, Prime Video is a powerhouse not just in entertainment but also in advertising. With the recent launch of Prime Video Ads in the US and Europe, and plans to expand into Australia in Q3, Amazon Prime Video is poised to become the largest streaming platform that offers advertising support.
Why Prime Video?
Prime Video delivers a unique combination of features that makes it a compelling choice for advertisers:
- Premium Content: Prime Video offers exclusive content that viewers can’t find anywhere else. From critically acclaimed TV series to blockbuster films, it provides a premier entertainment experience that keeps viewers engaged.
- Engaged Viewers: With a global reach, Prime Video boasts highly invested viewers who return to the service an average of 17 times a month. This level of engagement presents a significant opportunity for brands to connect with their target audience.
- Powerful Advertising Tools: From targeting specific demographics to leveraging first-party signals and tools, advertisers can optimise their campaigns to drive results and reach relevant audiences effectively.
Reaching Global Audiences
As a global entertainment leader available in over 200 countries and territories, Prime Video offers advertisers the opportunity to reach audiences at scale. By placing ads within award-winning shows and movies on Prime Video, brands can expand their reach and engage millions of viewers worldwide.
For the first time, advertisers can reach global streaming audiences while they enjoy their favourite TV shows and films across desktop, mobile, and connected TV environments.
Tailored Advertising Solutions
Prime Video Ads offer flexibility and customisation, allowing brands to tailor their campaigns to specific demographics or lifestyle audiences. Whether targeting fashionistas, pet lovers, or car enthusiasts, advertisers can connect with the audiences that matter most to their brand.
Driving Results
The impact of Prime Video Ads is tangible, reaching an estimated 115 million monthly viewers in the US alone upon launch. Prime Video households also demonstrate higher spending tendencies, with a 22% higher monthly spend in the Amazon store compared to non-Prime Video households.
Amazon Ads provides advertisers with powerful ad tech tools to drive results across all stages of their Prime Video campaigns. By utilising first-party lifestyle audiences, advertisers can achieve significant lifts in engagement metrics, such as a 10% increase in detail-page-view rate and a 6% increase in add-to-basket rate compared to standard demographic audiences.
Prime Video Ad Specifications
- Full Screen: Ads are displayed in full-screen mode, maximising visibility.
- Sound On: Audio accompanies the ads to capture viewers’ attention effectively.
- Non-Skippable: Viewers cannot skip the ads, ensuring maximum exposure.
- Pre- or Mid-Roll (Rotational): Ads can be placed either before or during content, rotating to reach different audiences.
- Non-Clickable: While ads are non-clickable, they serve as impactful brand exposure opportunities.
- Duration Options: Advertisers can choose from 15, 20, or 30-second ad durations, with pricing variations based on the chosen length.
Getting Started with Prime Video Ads
Advertisers can easily get started with Prime Video Ads through the following steps:
- Go to the discovery tab and search for Prime Video deals.
- Choose your preferred deal or create your own inventory group.
- Create a line item, add your Prime Video deal or inventory group, and activate your campaign.
- Analyse campaign performance in the insights tab to optimise future campaigns.
Potential Costs for Prime Video Advertising
Prime Video ads present a unique opportunity for brands to showcase their products and services to a highly engaged audience. However, it’s important to note that the pricing for Prime Video ads differs from traditional Amazon DSP campaigns.
Currently, the approximate cost for Prime Video ads ranges from £22 to £54 per 1,000 impressions (CPM). This pricing structure reflects the premium nature of advertising within Prime Video content and the significant reach it offers to viewers.
To provide some context, the CPMs we typically see in the Amazon DSP range between £1 to £3. This variance in pricing underscores the value and exclusivity of advertising on Prime Video compared to other advertising channels within the Amazon ecosystem.
While the cost of Prime Video ads may be higher than traditional DSP campaigns, it’s essential to consider the unique benefits they offer, including access to engaged viewers and placement within premium content. Ultimately, the investment in Prime Video ads can yield impactful results and help brands stand out in a competitive landscape.
Prime Video Ads offer advertisers a unique opportunity to reach engaged audiences at scale on a global level. With premium content, engaged viewers, and powerful advertising tools, Prime Video Ads enable brands to elevate their campaigns and drive meaningful results. As streaming continues to dominate the entertainment landscape, Prime Video Ads position brands at the forefront of the cultural conversation, making them an essential component of any advertising strategy.
