Amazon Introduces Self-Service Sponsored TV Ads, Expands Reach to Customers

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Amazon Ads has unveiled a new self-service advertising system called Sponsored TV, which allows brands that sell goods on Amazon to reach a wider audience through the company’s streaming TV services. The expansion of Sponsored TV builds on Amazon’s existing product ads in online searches. This new tool will support Amazon Ads across various platforms, including Amazon Freevee, Twitch, and Fire TV apps. The announcement was made by Ruslana Zbagerska, vice president at Amazon Ads, during the Amazon Ads unBoxed 2023 event in New York.

Zbagerska highlighted that many brands have been unable to take advantage of TV advertising due to factors such as high spend minimums and the lack of relevant creative assets. However, with Sponsored TV, she stated that this will change as it offers a self-service solution with no upfront commitments or minimum spend requirements. Additionally, Sponsored TV utilizes an interactive ad format, enabling brands to engage with consumers on a larger screen in their living rooms.

Advertising agencies and platforms have been encouraging smaller brands to explore advertising on streaming television as an alternative to traditional TV ads, which can be costly. Sponsored TV could serve as the necessary support for the industry to make this transition. Amazon is also offering additional creative services, such as Creative Studio and AI tools. Moreover, all Sponsored TV campaigns are powered by Amazon’s machine learning (ML) technology.

The effectiveness of Sponsored TV has been tested with several Amazon clients, resulting in successful outcomes. For instance, one brand witnessed a fourfold increase in branded searches after utilizing Sponsored TV alongside their existing creative. This indicates the potential impact and value of incorporating streaming TV advertising into a brand’s marketing strategy.

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While Amazon continues to expand its TV advertising business, it remains uncertain whether Prime Video inventory will be made available through Sponsored TV in the future. Nonetheless, this announcement showcases Amazon’s commitment to offering innovative advertising solutions and providing brands with opportunities to reach a broader customer base through streaming television.

Frequently Asked Questions (FAQs) Related to the Above News

What is Sponsored TV?

Sponsored TV is a self-service advertising system launched by Amazon Ads that allows brands selling goods on Amazon to reach a wider audience through the company's streaming TV services.

Which platforms does Sponsored TV support?

Sponsored TV supports various platforms, including Amazon Freevee, Twitch, and Fire TV apps.

What are the advantages of using Sponsored TV?

Sponsored TV offers a self-service solution with no upfront commitments or minimum spend requirements. It also utilizes an interactive ad format, enabling brands to engage with consumers on a larger screen in their living rooms.

Why is streaming TV advertising becoming popular?

Streaming TV advertising is becoming popular as an alternative to traditional TV ads because it can be more cost-effective. It provides an opportunity for smaller brands to explore TV advertising without high spend minimums.

What additional services does Amazon offer alongside Sponsored TV?

Amazon offers additional creative services, such as Creative Studio and AI tools, to support brands using Sponsored TV. Additionally, all Sponsored TV campaigns are powered by Amazon's machine learning (ML) technology.

Has the effectiveness of Sponsored TV been tested?

Yes, Sponsored TV has been tested with several Amazon clients, resulting in successful outcomes. For example, one brand saw a fourfold increase in branded searches after using Sponsored TV alongside their existing creative.

Will Prime Video inventory be available through Sponsored TV?

It is currently uncertain whether Prime Video inventory will be made available through Sponsored TV in the future. However, Amazon is committed to offering innovative advertising solutions and providing brands opportunities to reach a broader customer base through streaming television.

Please note that the FAQs provided on this page are based on the news article published. While we strive to provide accurate and up-to-date information, it is always recommended to consult relevant authorities or professionals before making any decisions or taking action based on the FAQs or the news article.

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