OTT (over-the-top) advertising is used to reach audiences who stream content over the internet. OTT ads, also known as streaming TV ads, are a form of digital marketing that precisely targets viewers through audio, video, image, and other data types.
Amazon started OTT advertising via Amazon advertising earlier in 2021. You can purchase these ad units through their DSP, which serves on FireTV, IMDb TV, and many more apps.
In this article, we will cover the following topics:
- What is Amazon OTT advertising
- How does it work
- Advantages of OTT advertising
- How to get started
What Is Amazon OTT Advertising
Amazon OTT was established in 2019 under Amazon advertising. Some of Amazon’s noteworthy OTT streaming services include Prime Video, FireTV, Amazon Music, Amazon Studios, Twitch, IMDb TV, and Audible. You can find Amazon OTT ads in video streaming apps, and streaming platforms like Twitch, gaming consoles, streaming devices, smart TVs, and so on.
With Amazon OTT, advertisers can reach a wide range of audiences off of Amazon. Amazon states their streaming services reach a minimum of 135 million monthly viewers.
This advertising model is becoming more popular due to the nature of the programmatic networks. The networks are more sophisticated in targeting, precision, and attribution, and have high scaling capabilities.
How Do Amazon OTT Ads work
Amazon OTT ads work on the Amazon DSP (demand-side platform) platform, reaching millions of potential customers every day! Advertisers can create Amazon OTT ads using the Amazon DSP. This platform is available to all advertisers, selling on Amazon or not.
These ads are non-skippable, which means viewers have to watch the ad before they can continue watching their videos. OTT ads will be shown on the full screen at the beginning or in between streaming content.
Since these are not clickable ads, advertisers will be charged in terms of ad impression. Unlike sponsored ad campaigns which are charged per click, advertisements on OTT channels are paid per thousand impressions.
Advantages Of Amazon OTT Ads
Here are some of the benefits of using Amazon OTT advertising:
- Unlike traditional TV ads, Amazon OTT ads allow you to target your audience more precisely.
- Amazon DSP platform provides insights into your audience based on product interests, shopping behavior, and demographics.
- You can direct your product ads toward the audience who has already viewed your competitor’s products.
- Amazon OTT ads are cheaper compared to traditional TV ads.
- Amazon OTT ads give you access to audiences who are not easy to reach otherwise.
- These ads can seamlessly integrate with other Amazon advertising platforms, such as sponsored products and sponsored brands.
- Amazon offers detailed reporting and analytics that allow businesses to measure the performance of their campaigns and optimize for better results.
Getting Started With Amazon OTT Ads
With Amazon’s vast user base and ability to reach a target audience, Amazon OTT advertising can be highly effective for promoting your brand. Here are the strategies we recommend you follow for success with Amazon OTT advertising.
1. Set Clear Goals and KPIs
As with any advertising campaign, you need to start with the goals and KPIs you want to achieve with your ad. They form a critical component of your execution channel. Focus on an objective to engage viewers and keep them interested in learning more about your product.
2. Define Your Audience
To get the most out of Amazon OTT advertising, it is crucial to understand who your customer is. This will help you create more specific ads to a customer’s demographics and interests. Utilize Amazon Audience Solutions and their data-driven strategies to target your audience.
3. Use Eye-Catching Creative
Your creativity is what will grab the attention of your audience. So, make sure your content is beautiful and engaging.
4. Include a Logo
It is essential to include your brand logo in your video ad. This will help viewers relate that logo to your brand, increasing brand awareness.
5. Test and Optimize
Amazon OTT advertising provides a wealth of data that you can use to optimize your campaigns. You must actively test and refine your campaigns to ensure you are getting the best possible results.
6. Measure Performance
Amazon provides detailed reporting and analytics on ad impressions, clicks, and conversions, allowing you to monitor the impact of your campaigns in real-time. It is vital to measure the performance of your campaigns to see what’s working and what’s not.
7. Multi-Channel Approach
It is better to put only some of your eggs in one basket though Amazon OTT ads are highly effective. Consider other platforms like FB, YouTube, and Instagram to reach a broad audience.
You can explore many advertising opportunities with Amazon OTT and move steps ahead of the competition. Amazon OTT advertising can help boost sales by increasing visibility, engagement, and conversion rates and providing precise targeting and measurable results.
We hope this article helped you understand what Amazon OTT advertising is and how it works. If you have any more questions, then let us know in the comments below!