Amazon Announce New Partnership with Roku
Amazon and streaming video platform Roku have announced a partnership in internet television advertising. This new partnership gives advertisers access to the largest authenticated connected TV footprint in the U.S. exclusively through the Amazon DSP.
Advertisers will now be able to reach around 80 million households which represents more than 80% of U.S. CTV households according to ComScore data. Unlocking an addressable CTV audience at such unprecedented scale will drive improved performance, planning optimisation, measurement for all advertisers, further enabling CTV as a true performance solution.
Due to both platforms requiring users to log in, advertisers can have lots of first-party data that they can use to easily build audiences and target to a high degree of accuracy making ads far more efficient and effective.
This new partnership now gives advertisers who use Amazon DSP in the U.S. massive opportunities:
- Reach your target audience with more precision.
- Measurable results at every stage of your customer’s journey.
- Effective control of your ad frequency.
This partnership signals a shift in connected TV from a mass-reach medium to a more sophisticated, performance-oriented tool. Brands can now treat their TV campaigns much more like their digital campaigns using rich first-party data to find their best customers, control how frequently their messages appear, and measure the actual impact on their goals.
It effectively lets marketers move away from buying broad “spray and pray” TV spots and instead execute campaigns with a level of precision, accountability, and flexibility previously unavailable on a big screen.
For companies trying to connect with their audiences in a fragmented media landscape, this means less waste, greater relevancy, and a clearer view of their return on ad spend, all while delivering their messages in a premium, highly engaged environment.