Big budget brands who want to expand their product’s reach and tap into a wider audience can leverage Amazon Prime Video ads. While Sponsored Products, Sponsored Brands, and Sponsored Display ads still remain effective, Prime Video ads offer a unique opportunity to show your products to millions of eligible shoppers in a memorable way.
With Prime Video’s extensive viewer base and immersive content, brands can boost their visibility and connect with shoppers in a meaningful way. In this article, we’ll learn everything about Amazon Prime Video ads and explore how brands can go beyond traditional advertising methods to promote their product.
What are Prime Video ads?
Prime Video Ads are a new advertising opportunity for brands on Prime Video – Amazon’s streaming platform. Amazon is introducing video ads that will appear during some of the content you watch on Prime Video. These ads will only show up in certain places around the world, and they’re a way for brands to get their products in front of people who are already enjoying Prime Video. It’s important to note that if someone is watching from a Prime Video Kids profile, they won’t see any ads—Amazon wants to keep it family-friendly.
Eligibility criteria for Prime Video ads
Prime Video ads are available to all eligible brands, sellers, vendors, and Amazon consulting agencies, regardless of whether they sell products on Amazon. Right now, Prime Video ads are introduced only in the U.S. but Amazon plans to gradually roll out to other regions including the U.K., Canada, Germany, and Austria. Following this, Prime Video ads will become available in France, Italy, Spain, and Mexico, with Australia joining later in the year. This gives businesses from all round the globe to tap into the potential of Amazon Prime Video ads.
Where will Prime Video ads appear?
Ads will appear within content available in Prime Video. This includes both Amazon Originals and licensed third-party content that is included with a Prime membership. Ads may appear pre-roll (before the video starts) or mid-roll (in between the video). Some titles may only feature pre-roll ad breaks, while others may include both pre-roll and mid-roll ads. Usually Prime Video aims to deliver an experience with significantly fewer interruptions compared to traditional linear TV and other streaming TV providers. The inclusion of titles for ad placement may vary by locale but rest assured knowing that your ads will be strategically placed to maximize exposure.
Ad formats for Amazon Prime Video ads
Each ad format within Amazon Prime Video ads is different. Brands can choose to maximize visibility with Feature Rotator or target a specific category of audience using Sponsored Channels.
1: Feature Rotator
The Feature Rotator is a carousel-like ad placement that appears prominently above the fold of the screen within the Prime Video app UI. This makes it one of the most visible parts of the interface, ensuring maximum exposure for your advertisement.
2: Sponsored Tiles
Sponsored Tiles are ad placements within a row of content. When a user highlights the ad tile, a mini-details page for the advertisement is displayed. This format seamlessly integrates ads into the user experience, providing additional information when users express interest.
3: Sponsored Channels
Sponsored Channels are ad placements that appear in the “My Subscription” row, reaching customers directly on the Prime Video home page. These ads help drive channel subscriptions by showcasing relevant content to interested viewers.
How can I access Amazon Prime Video ads?
To access Prime Video ads, advertisers and brands basically have two options:
1) Managed-Service Package: This is for advertisers that prefer a more hands-on approach and would like help from Amazon’s team throughout the advertising process. If you want to choose the Managed-service option, please contact Amazon and fill the form they provide. Once you fill the form, Amazon’s team will guide you through the process of setting up your Prime Video ad campaigns.
2) Self-Service Package: This option is for you if you prefer more control over your advertising campaigns. Advertisers and brands that choose this option either manage the campaigns independently or hire an Amazon agency. Self-service advertisers can register for access by following the registration link provided by Amazon. Once registered, they’ll have access to Amazon DSP (Demand-Side Platform), where they can create and manage their Prime Video ad campaigns.
Reasons why brands should opt to advertise on Amazon Prime
1: Unmissable content
Amazon Prime needs no introduction. Almost everyone of us watches their favorite shows or movies on Amazon prime. Because of their award winning shows and movies, Prime Video reaches millions of engaged viewers. By promoting your products on Prime Video’s premium content, brands and advertisers can make a lasting impression on a broader customer range.
2: Reach viewers at scale
Did you know an estimated 115 million viewers watch Prime Video in a month? And these are the views of the U.S. alone. By advertising through Prime Video, brands can expand their reach significantly compared to traditional advertising methods.
3: Engaged audiences
If you are second guessing if your Prime Video ads will convert to sales or not, don’t. Prime Video viewers are highly engaged and they actively participate in both entertainment and commerce. According to Amazon, Prime Video households spend 22% more per month in the Amazon store than non-Prime Video households. Additionally, 84% of the Prime Video households have shopped on Amazon. These stats are enough to establish a correlation between viewing habits and customer’s purchasing behavior.
4: Results oriented
According to Amazon, campaigns that promote to Prime Video audiences have seen a 10% lift in detail-page-view rate and a 6% lift in add-to-cart rate compared to standard demographic audiences. This is because using Prime Video ads, advertisers and brands can promote their products in front of first-party lifestyles audiences. Amazon Ads also offers powerful ad tech tools that allow advertisers to target a specific demographic or lifestyle segment.
Is Prime Video ads right for me?
Are you tempted by all the good things Prime Video ads have to offer? Before you start creating campaigns, it’s essential to weigh the options carefully.
Promoting your products on Prime Video ads is not as affordable as your Sponsored ads campaigns. If you are on a tight budget and don’t have extra money for marketing, it might not be the best option for you—at least not right now. These ads demand substantial investment, so it is imperative that you have the financial resources to support your campaigns.
But, if you do have the budget, we think you should totally go for it. Prime Video ads offer reach beyond measure and allows you to connect with millions of viewers. The exposure by Prime Video ads is unlike any other ad types. Besides, if you look at the stats given by Amazon, you’ll realize that Prime Video ads have a better conversion rate than ads on any other streaming platform.
Prime Video ads may not be suitable for every brand, especially new or emerging ones. These ads are often more beneficial for established brands who have extra funds to increase their brand recall.
Remember, every brand is unique, and what works for one may not work for another. Take the time to evaluate your options carefully and determine whether Prime Video ads align with your overall marketing strategy and objectives.
Read to reach millions?
Prime Video ads offer a unique opportunity for brands to reach millions of engaged viewers. While these ads require investment and may not be suitable for every brand, they can be a game-changer for established brands looking to connect with their target audience on a larger scale.
Need assistance in determining the best advertising strategy for your brand, we’re here to help. Our Amazon PPC experts will support you every step of the way, providing guidance, expertise, and personalized solutions to ensure your advertising campaigns are a success. Get started today!
