Amazon has rolled out Sponsored TV in the UK, Brazil, Mexico, and Canada, opening a new channel for advertisers to reach audiences.
After rolling out ads on Prime Video earlier this year, it is clear that Amazon’s goal is to transform streaming TV advertising.
Sponsored TV is Amazon’s self-service advertising for advertiser of all sizes to engage with viewers. Unlike Streaming TV, which is accessed through Amazon DSP and requires a minimum spending threshold, Sponsored TV can be used via Amazon’s Ad Console with no minimum spend.
Leveraging billions of first-party shopping and streaming signals from Amazon, Sponsored TV ads enable advertisers to connect with the right audience on streaming services such as Freevee and Twitch.
Amazon offers two methods to place ads on streaming services: Sponsored TV and Streaming TV via Amazon DSP. Both utilise Amazon’s signals, premium inventory, and measurement capabilities to help advertisers achieve their marketing goals.
- Sponsored TV: This option offers a user-friendly setup accessible to any advertiser using Amazon Advertising, making it ideal for brands new to video advertising. It integrates seamlessly with Sponsored Ads campaigns and has no minimum spending requirement, offering a low barrier for entry.
- Streaming TV via Amazon DSP: This provides broader inventory options with greater control and customization for campaigns. However, it requires a minimum spend of around £50,000 per campaign, making it more suitable for advertisers with larger budgets.
Sponsored TV Democratises Access to TV
TV advertising used to be the domain of only the richest advertisers, as the cost to create, product and then buy TV advertising is the most of any media channel.
Measuring the Impact of Sponsored TV
To track campaign performance in real-time, advertisers can access metrics such as branded search views, impressions, and reach in the Amazon advertising console and the Amazon Advertising API.
All Sponsored TV campaigns are retail-aware, ensuring that advertising spend is optimised by not running ads for out-of-stock products.
Retail MediaX returns as part of the Autumn Festival 2024.
Retail MediaX II: The Executive Brief gathers 40 like-minded retail leaders from across sectors, all looking to stay ahead of industry trends and analysis. Building on the momentum of our inaugural Retail MediaX event in June, this gathering offers a six-month update packed with fresh insights.
Stay informed
Our editor carefully curates a dedicated Retail Media newsletter on a bi-weekly basis, filled with up-to-date news, analysis and research, click here to subscribe to the FREE newsletter.
