The same research claimed that two-thirds of Prime members engaged with Prime Video, as it is seen as a key focus in driving Prime subscription growth. One challenge Kantar also highlighted facing Prime Video users was the service’s interface in comparison with Netflix, despite recent changes made in the past year.
“Unlike Netflix, the Prime value offering extends beyond streaming, so from an advertising perspective, we’re able to target both streaming and shopping audience behaviors, which is a huge win and increasingly becoming a critical intersection of the marketing mix,” Carla Henderson, managing partner of Brainlabs, told Adweek.
“This launch enables [media agencies] to target hard-to-reach light TV viewers combined with shopping audience insights, resulting in highly targeted campaigns that effectively maximize conversion,” Henderson added.
Netflix has approached ad testing cautiously, recognizing the significance of preserving content integrity and minimizing potential backlash from subscribers.
Julia Pilkes, senior director of marketing, EMEA, HubSpot
Meanwhile, YouGov data released in October finding that more than one-half (53%) of Amazon Prime Video’s current subscribers in the U.K. said they thought it “fair” that they watch ads in exchange for free content. Fewer than one-third (30%) said the opposite.
Despite that, the majority of its subscribers (65%) said they felt “bombarded” by advertising generally.
Julia Pilkes, senior director of marketing, Europe, Middle East and Africa for marketing software platform HubSpot, warned that there was a need to strike a balance in delivering targeted ads and maintaining a positive user experience.
“Netflix has approached ad testing cautiously, recognizing the significance of preserving content integrity and minimizing potential backlash from subscribers. Prime Video could learn from this approach and ensure that its ads enhance the overall user experience rather than causing disruptions,” explained Pilkes.
She also advised Amazon to leverage the insights gained from other platforms to optimize targeting strategies through Prime Video, claiming that effective use of user data by Netflix, including their preferences and viewing habits, helped to serve relevant ads. By doing this, Amazon can develop a more effective advertising experience.
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