Inside Amazon’s pitch to advertisers
Amazon Prime Video is offering third-party verification at the onset, two buyers said, partnering with firms like Nielsen and Moat.
The ad tier will also offer standard demographic targeting at launch and some additional contextual and lifestyle parameters. In the future, advertisers expect to be able to find audiences using Amazon’s full arsenal of valuable data and take advantage of shoppable experiences.
Perhaps helping Prime Video’s infrastructure, Amazon already sells ads against other entertainment, including its Fire TV devices, free-ad-supported channel Freevee and gaming platform Twitch. Still, Prime Video is home to its most premium titles, including hit shows like The Boys, Gen V and I’m a Virgo.
I’ll be shocked if any advertiser achieves those numbers.
Anonymous ad buyer
Like competitor ad tier launches, Prime Video will initially have more basic formats of 15-second and 30-second ads; however, the company will also let marketers exclusively sponsor some of its inventory.
“The concern there is, are they stripping away supply from some of the most premium content?” the first buyer said.
Offering aside, brands can only buy Prime Video on Amazon’s demand-side platform (DSP), which has the potential to rankle some.
While it’s common for streamers new to advertising to start with one ad-tech provider, multiple buyers told Adweek the lack of choice limits buyers who like to do all their purchasing through a single DSP for frequency capping purposes or existing relationships with other tech firms.
So far, Amazon’s pitch is enticing to advertisers already eager to access previously untapped inventory and can now do so at relatively reasonable prices.
But streamer advertising promises of reach don’t always equate to how many people actually watch a brand’s messaging, especially in the fragmented connected TV market and competition for premium inventory, a third buyer told Adweek.
“I’ll be shocked if any advertiser achieves those numbers,” the third buyer said of Amazon’s promised reach of more than 100 million. “Even with super large budgets, it’s a huge level to hit when you’re not the top used app in the country. And turning this feature on might push people out of using [Prime Video] as much.”
Time will tell if Prime Video delivers its huge ad tier projections—or if consumers simply opt to pay the extra $2.99.
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