Amazon’s New Sponsored TV Ads

What are Sponsored TV ads?

Following Amazon’s announcement at their Unboxed event, they have now unveiled Sponsored TV Ads feature to all users in the UK. This exciting new feature gives brands of all sizes the opportunity to connect with customers in a more engaging and immersive way.

Where do Sponsored TV Ads appear?

Amazon’s Sponsored TV Ads allow you to showcase your brand/products across different streaming services such as Prime Video, Freevee and even Twitch. ‘Powered by billions of first-party shopping and streaming signals’, the feature gives you the opportunity to connect with the right customers at the right time, in the comfort of their own home.

What type of video can I use?

Amazon states that sponsored tv ads should:

• Show your brand in action using sound and motion.
• Be around 6 to 45 seconds long, at a maximum file size of 500mb.
• Be in the language of the region you are advertising in.
• Present information clearly, making sure the product you are showing are easy to identify.

Extra bonus

You can also add Interactive elements to the Sponsored TV ad but it must be in the bottom left-hand corner of your video when serving on streaming TV. 

To find out more about the video policies, visit Sponsored TV video.

What are the benefits of using Sponsored TV Ads?

• Increased reach and engagement amongst your target audience. Amazon Prime Video can be found in 13.7 million UK households – making it a huge place of opportunity! [Statista]
• Cost-effective as you can set your own daily budget. There is no minimum spend or platform fees either! What are the benefits of using Sponsored TV Ads?
• Additional insights like ‘buying, browsing and streaming signals’ which help your targeting strategy.
• Drive engagement by inviting users to interact with your content – e.g using a CTA such as a QR code or an ‘add to cart’ button.

Why should I use this type of Ad

Amazon is a very competitive marketplace, so it has never been more important to stay ahead with updates, as well as your competitors! When opportunities arise which have the potential to take your business to the next level, we recommend at least testing it out to see how it works for your brand.

By utilising Sponsored TV alongside your Amazon strategy, including other paid ads like Sponsored Display, Sponsored Brands and Sponsored Products, you’ll be putting your brand in the best possible position to succeed.

This new ad type offers great control of audience targeting. What’s more, it allows you to connect with people who are likely to be interested (because after all, no one likes seeing ads they don’t care about!) Sponsored TV targeting gives you the opportunity to show your videos based on audience attributes like ‘content interests’ and ‘In-market categories’.

Content interest audiences help you to connect with customers who are engaging with specific types of content such as ‘music videos’ or ‘reality TV’.

In-market categories allow you to target customers who will enjoy your products based on their shopping behaviour in those categories.

These new ways of targeting can help gain you additional insights into your audience, build brand awareness and boost sales. We can also help review your existing audiences across channels, including Google Ads and email marketing platforms like Klaviyo, to build the most relevant targeting list.

We have already begun rolling this new ad type out amongst our existing clients, and we’re excited to see how they help enhance brand growth and we want to help you too.