In the year 2024, Amazon has solidified itself as an advertising giant with an increasingly broad array of advertising platforms offering unprecedented opportunities for marketing and digital advertising directors. From the introduction of Prime Video Ads, the evolution of Twitch, and the significant opportunities of Online Video on its DSP platform, culminating with Fire TV, Amazon is redefining the online advertising landscape.
In a world where consumer attention is a precious commodity and competition for their interest is fierce, brands are constantly seeking new ways to connect with their audience effectively. Amazon, with its vast presence in e-commerce, entertainment, and technology, offers a unique ecosystem to reach consumers at multiple touchpoints. In this article, we will explore the latest additions to Amazon’s advertising arsenal and how they are transforming the online advertising game.
Prime Video Ads: Harnessing the Power of Streaming
The launch of Prime Video Ads represents a bold move by Amazon to capitalize on the growing dominance of video streaming. With millions of users subscribed to Amazon Prime and consuming high-quality video content, this platform offers marketers the opportunity to reach a captive audience with relevant and impactful ads. Prime Video Ads are presented in full screen, with sound activated, and cannot be skipped, ensuring maximum viewer attention. These ads can appear before or during content playback (rotational), but are non-clickable, providing an immersive advertising experience without interruptions for the user.
Prime Video Ads is already a reality in the US, Germany, and the UK, and will soon be available in Spain. Its launch is scheduled for April 9th, and we eagerly anticipate its success.
Twitch: Where Advertising Meets Interactivity
Amazon’s acquisition of Twitch has opened new doors in the world of digital advertising. With millions of daily active users and a committed community of gamers and viewers, Twitch offers a unique environment for online advertising. From pre-roll and mid-roll ads to live stream sponsorships, brands can connect with highly qualified audiences and engage in real-time conversations. The integration of interactive features, such as polls and voting, adds an additional layer of engagement, allowing brands to create truly immersive advertising experiences.
Twitch, unlike the recently launched Prime Video Ads, already boasts significant success figures. In Spain, it boasts incredible stats: 11 million monthly unique users, with an average monthly consumption of over 69 hours; daily figures include 1.4 million unique users consuming an average of over 2 hours per day. Twitch is not just about gaming; it encompasses much more. Its community is increasingly interested in other rapidly growing verticals such as Cooking, Sports, Movies, Music, or Technology. Its advertising offerings cater to diverse budgets, making it perfect for reaching the generation that shies away from conventional media and consumes entertainment differently. However, it’s worth noting that Twitch’s user base is expanding to include older demographics attracted by its compelling content, streaming, and the ability to interact directly and live with streamers.
Online Video on Amazon’s DSP: Awareness and Brand Consideration
Online Video campaigns through Amazon’s DSP are an alternative that should be mandatory in any digital advertising strategy, primarily focused on awareness and brand consideration objectives, so if activated, they must be properly measured. Thanks to its premium placements (on Twitch, Amazon Publisher Direct, and IMDb), it’s possible to impact unique and relevant audiences on Amazon and third-party sites, with truly detailed measurement capabilities thanks to all the measurement KPIs it offers. If it’s said that digital advertising is ideal because it can be measured, in Amazon’s case, it’s not just measurable; practically everything is controlled. In this sense, AMC (Amazon Marketing Cloud) is key and highly relevant to activate for such measurement.
Fire TV: The Great Unknown
If we were to ask what Fire TV is, many users or even marketing directors wouldn’t know how to answer. With the rise of Smart TVs, it’s a product that has been somewhat forgotten, but it has very good statistics. According to data from an external source, there are over 2 million users who consume more than 2 hours of media daily. Accessing Fire TV is done through a Fire Stick. On this platform, we can appear on the home screen or while the user navigates.
Conclusion:
From Prime Video Ads to Twitch and beyond, Amazon continues to innovate in the digital advertising space, providing brands with powerful tools and platforms to reach consumers at every stage. With a unique combination of massive reach, precise targeting, and interactive capabilities, Amazon’s new advertising platforms are changing the rules of the game and redefining what is possible in the world of online advertising.
