Amazon Ads can help advertisers buy CTV both for brand building, upper funnel and performance marketing, lower funnel activations. Via the Amazon DSP (ADSP), advertisers can execute programmatic guaranteed (PG) and private marketplace (PMP) deals and reach audiences across Amazon media properties (with exclusive inventory in Freevee and Twitch) and premium third-party (3P) publishers (with Amazon Publisher Direct, which also provides exclusive inventory from these 3P publishers, along with integrations with 3P exchanges like Freewheel or AdX).
Advertisers previously had to manage top- and bottom-funnel campaigns separately: different teams, agencies, KPIs, and tech solutions. Now they can consolidate all their STV spend with Amazon Ads. In the last 12 months, we’ve done a lot of work to develop brand-building and upper-funnel solutions so that we can help advertisers across the full funnel. A lot of that work has been dedicated to helping advertisers reach audiences at scale. There is a lot of research and case studies that confirm the importance of reach. That’s why Amazon Ads has built solutions that help reach consumers across 3P STV media publishers as well. In addition, solutions like Amazon Marketing Cloud [AMC, clean room technology from Amazon Ads] help them measure against unique insights, to help improve planning, buying, and optimization.
While predictions are difficult, there are two areas that brands should closely experiment with:
• Clean rooms: Clean rooms enable more control and flexibility for advertisers across planning, insights, and measurement analysis, via privacy-centric technology that is particularly useful given ad addressability changes.
• Virtual product placements: While streaming/TV advertising has been predicated on the “commercial-break business model,” virtual product placements [virtual products placed within content, on empty walls or shelves] can change that paradigm. These exposures can cut through the clutter, improve the consumer experience, and drive awareness at scale.
Do you have questions on CTV and Amazon Ads strategies? Feel free to reach out to Danilo Tauro, Head of Product – Amazon Ads for Agencies
