In the ever-evolving world of advertising, brands of all sizes are constantly seeking new and innovative ways to reach their target audiences. With the rise of streaming TV as a dominant method of TV consumption, Amazon has launched a new self-service advertising solution in the UK that allows brands to run streaming TV campaigns on platforms like Twitch and Fire TV apps.
Many small and medium-sized brands often shy away from traditional TV advertising due to the perceived high costs and lack of understanding on how to measure the value of such campaigns. Amazon’s recent research revealed that a third of small firms do not invest in advertising at all, citing concerns over cost and past ad campaign failures.
To address these challenges, Amazon has introduced Sponsored TV, a tool that empowers brands to reach audiences watching streaming TV content with self-service controls, measurement capabilities, and creative support. The company claims that Sponsored TV campaigns benefit from machine learning-powered optimization models informed by Amazon’s vast first-party shopping and entertainment data.
Brands can target specific audiences interested in content related to their products, such as cooking or home improvement programming, and reach viewers who are likely to be interested in products available on Amazon. With real-time campaign performance metrics available, advertisers can track the success of their campaigns and make adjustments as needed.
One of the key advantages of Sponsored TV is its flexibility and cost-efficiency. Brands have the freedom to set their own campaign budgets with no minimum spend requirements or upfront commitments. Creating streaming TV campaigns is made easy through the Amazon Ads console or API, allowing brands to reach a wider audience without breaking the bank.
Patrick Miller, co-founder of Flywheel, emphasized the democratization of TV advertising, stating that Sponsored TV makes streaming TV campaigns accessible to both emerging and enterprise brands. Brands with existing TV-quality assets can leverage them in their campaigns, while those new to streaming TV advertising can take advantage of Amazon’s creative services to develop compelling content.
Amazon Ads vice president Ruslana Zbagerska highlighted the importance of TV advertising as a brand-building strategy and emphasized that Sponsored TV aims to make this powerful tool accessible to businesses of all sizes. By leveraging Amazon’s data and optimization capabilities, brands can create relevant and engaging ad experiences for viewers on the largest screen in the home.
In conclusion, Sponsored TV by Amazon offers a game-changing opportunity for brands to tap into the growing audience of streaming TV viewers. With its self-service controls, measurement tools, and creative support, brands can now explore the world of streaming TV advertising with confidence and efficiency. As the landscape of advertising continues to evolve, Sponsored TV presents a valuable avenue for brands to connect with their target audiences in a meaningful and impactful way.