Unlocking the Power of Prime Video Ads

Prime Video is a subscription streaming service with thousands of on-demand movies and shows, including several original titles you can't find on other platforms. Prime Video is included with a full Amazon Prime membership but also offered as a standalone service.

Prime Video advertisements have been introduced into Prime Video content across 10 locales over the course of the 2024 calendar year, offering advertisers a new solution for their brand to align with premium content.

Feature Rotator. Feature Rotator is a carousel-like ad placement appearing above the fold of the screen, making it the most visible part of the Prime Video app UI.

Sponsored Tiles. Sponsored Tiles are ad placements within a row. When the ad tile is highlighted, the ad's mini-details page is displayed.

Sponsored Channels. Sponsored channels are ad placements appearing in the "My Subscription" row, reaching customers on the Prime Video home page and helping drive channel subscriptions.

With critically acclaimed TV series and blockbuster films, Prime Video is a premier entertainment destination where your brand can engage millions of viewers and be part of the cultural conversation. Brands now have the opportunity to reach global streaming audiences at scale while they watch the TV shows and films they love across desktop, mobile and connected TV environments.

Enhance your brand

It doesn't matter if you want to reach specific demographics or lifestyle audiences, such as fashionistas, pet lovers or car enthusiasts, Prime Video helps you connect with the audiences that matter most.

Engaged audiences

Prime Video helps brands connect with audiences at the intersection of entertainment and commerce, where they shop, read, watch, listen and play.

Sources: Amazon internal data, US, May to July 2023; MRI-Simmons, US, Winter 2022; Amazon internal data, US, H2 2022.

1. In-market and lifestyle audiences. In-market is built off a 30-day lookback for active shopping signals. Lifestyle audiences use around 365 days of first-party search, browsing and purchase behaviour with interests such as Parents, Outdoor Enthusiasts, and so on.
2. Life stages. Major life events recommended for Sponsored TV targeting: getting married, buying a home, having a baby.
3. Advertiser audiences. Utilise brand-owned audiences including suppression, cross-channel selling, lookalike models, remarketing audiences and custom audiences.

Amazon Ads offers powerful ad tech tools that make it easier to drive results across the planning, activation and measurement stages of your Prime Video campaign and beyond.

On average, Streaming TV campaigns that use Amazon first-party lifestyle audiences see a 10% lift in detail-page-view rate and a 6% lift in add-to-basket rate when compared to standard demographic audiences.

Source: Amazon internal data, US, H2 2022.

Prime Video has a vast and growing global user base, with millions of subscribers. This offers brands a significant audience to target with their advertisements.

The platform is accessible on various devices, including smart TVs, smartphones, tablets, and gaming consoles, increasing the touchpoints for consumer engagement.

Prime Video offers various ad formats, including pre-roll, mid-roll, and post-roll ads, interactive ads, and product placement. This variety allows brands to choose the most effective format for their campaign goals.

Interactive ads, for instance, can directly engage viewers, prompting immediate actions such as visiting a website or making a purchase.

Amazon's ecosystem allows for a seamless journey from ad viewing to purchase. With integrated shopping features, viewers can purchase products directly through their Amazon accounts, simplifying the path to purchase.

Brands can benefit from immediate conversion tracking and sales attribution, enhancing the efficiency of ad spend.

Prime Video offers high-quality, original content that attracts diverse demographics. Brands can place their ads in premium content, ensuring higher engagement and brand recall.

Through our partnership with Amazon DSP, Toucan has full access to the extensive inventory of Amazon Prime Video. This allows us to seamlessly integrate your brand's ads into Amazon Prime's premium video content. Leveraging Amazon's advanced targeting capabilities, we ensure your campaigns reach and engage your target audience effectively.

Access to Amazon's first-party data

Amazon DSP leverages extensive first-party data, providing unparalleled insights into consumer behaviours, preferences, and purchase patterns. This data-driven approach allows for precise targeting and effective ad placements.

Cross-platform reach

Amazon DSP enables brands to reach audiences not just on Amazon's owned properties (Amazon.com and Prime Video) but also across a big network of third-party websites. This extends the reach and impact of a brand's campaigns.

Retargeting capabilities

Amazon DSP allows for sophisticated retargeting strategies. Brands can re-engage potential customers who have previously interacted with their products or visited their websites, increasing the likelihood of conversion.

Dynamic retargeting can showcase relevant products based on the consumer's browsing history, enhancing personalisation and relevance.

At launch, Prime Video ads will reach an estimated 115 million monthly viewers in the US.

Source: Amazon internal data, US, September 2023.

Prime Video ads are essential for brands due to their ability to reach a vast and engaged audience within premium video content. By advertising on Prime Video, brands can leverage Amazon's advanced targeting capabilities and first-party data to ensure their campaigns reach the most relevant viewers, increasing the likelihood of engagement and conversion.

Prime Video offers a high-quality environment for brand storytelling, enhancing brand perception and recognition due to the innovative ad formats available for brands. Furthermore, with detailed performance analytics, brands can continuously optimise their campaigns, maximising their return on investment and achieving impactful results.