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At Unboxed 2023 Amazon introduced Sponsored TV, a brand-new self-service advertising format with no minimum spend requirements or upfront commitments and, after initially being launched in the US, this new Amazon Ad format has now begun rollout in the UK. As described by Amazon, “Sponsored TV is a Streaming TV ad solution for brands of any size to connect with new customers in their living rooms – even if they have never advertised on TV before.”
In this blog we explore what Sponsored TV ads bring to the table, what sets them apart and what the benefits are. We also dive into the targeting options, best practices and how to incorporate them as part of a full funnel strategy.
Sponsored TV ads offer a whole new way to reach streaming audiences across platforms such as Freevee, Twitch and other Fire TV apps, leveraging Amazon data for targeted ad delivery. Until now, the only way to capture streaming audiences on Amazon was through DSP, but felt out of reach for many brands due to a minimum campaign spend of around £50,000. Sponsored TV ads have been introduced with no minimum spend with the ability to be built in the Ad Console.
DSP still has its own advantages though, with access to additional audiences, inventory and controls These ads can be videos up to 30 seconds long or static images, shown during natural breaks in streaming content.
Sponsored TV ads are eligible for a selection of interactive experiences including QR codes, clickable ads on Twitch and remote interactive ads. Remote interactive ads apply an interactive “Press OK to add to basket” overlay so that viewers can add the advertised products to their Amazon carts to revisit later.
Advertisers can reach audiences through Sponsored TV using “Content Interests” or “In-market Categories”. Content Interest audiences are users who are likely to be interested in specific types of content such as dramas or music videos.
In-market categories are collections of people that are interested in products of categories sold on Amazon, such as fridge-freezers or men’s shoes. Look-back windows for content interests and in-market categories are up to 30 days.
As described by Amazon, “In-market audiences allow advertisers to engage audiences who are “in-the-aisle” and have been recently shopping for products in a given category. Advertisers that sell their products on the Amazon store can reach audiences in the same category as their advertised products to drive consideration, as well as try out entirely new segments to help drive product awareness.”
As a best practice set up, it’s recommended that advertisers trial around five audiences initially before making optimisation decisions based on the data.
No! Unlike other Sponsored ad formats on Amazon, Sponsored TV ads use a CPM system meaning that you pay per thousand impressions.
According to Amazon, CPMs typically range from £25-30, but rather than setting your bid straight at the average range it’s best to start low, review the data and adjust bids and/or audience targeting where necessary.
Amazon has suggested much greater performance for advertisers that follow these best practices.
Amazon’s Sponsored TV ads open up a whole new opportunity as part of a full funnel strategy. These formats give advertisers the ability to utilise Amazon’s first-party audience data to target those who have shown genuine interests and guide them down the funnel before purchase. Capture new audiences through Sponsored TV ads, before retargeting them with Sponsored Product, Sponsored Brand or Sponsored Display ads.
While Sponsored TV ads are more accessible than DSP ads, some product categories are currently ineligible under this format:
Amazon’s Sponsored TV Ads offer an exciting opportunity for advertisers to connect with new audiences. With no minimum spend requirements, brands can leverage this self-service advertising format to reach streaming viewers across platforms like Freevee and Twitch. The benefits include precise targeting, retail-aware campaigns, and the ability to capture millions of viewers.
Ready to see what Amazon Advertising can do for your business? We’d love to help you get started. Get in touch today to chat to our Amazon Specialists.
Brand awareness, business growth or a bigger and better ROI, our team of digital specialists are here to help you get the most from your brand. Let's start a new partnership today.
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