Because of its distinct goals, Amazon OTT advertising began to gain enormous popularity. These particular goals include expanding the targ...
Because of
its distinct goals, Amazon OTT advertising began to gain enormous popularity.
These particular goals include expanding the target audience and improving
brand performance activities. And Amazon advertising was the beginning of it
all. Amazon advertising is very important if you are an Amazon product seller.
The
platform's advertising features, such as Sponsored goods campaigns, greatly
benefit the sellers by raising the visibility of your goods, which in turn
drives more customers to your product listing and enhances sales. In 2018,
Amazon relaunched all of its advertising services under the "Amazon
Advertising" banner.
Amazon Ad
Console is the new home for Sponsored Product Ads, Sponsored Brand Ads, and
Product Display Ads. However, sellers also need to be aware of the
"Demand-Side Platform," which is another branch. Previously referred
to as the Amazon Advertising Platform, it enables marketers to purchase display
and video ad spaces and interact with customers both inside and outside of
Amazon.
Early
in2019, they introduced Over-The-Top advertising in the middle of the growing
trend of video streaming services. Let's examine Amazon's over-the-top (OTT)
advertising and its significance in the current new media era.
OTT
advertising on Amazon: what is it?
The internet
streaming services that we are accustomed to today, without the need for a
cable or service provider, are known as over-the-top, or OTT, video services.
Streaming services over-the-top (OTT) are one of the most widely used ways to
consume media these days. Therefore, it makes perfect sense for advertisers to
take advantage of this platform's growing popularity, particularly when aiming
to reach a younger demographic.
OTT
advertisements appear in locations such as:
· Popular video streaming apps
· Streaming devices
· Smart TVs
· Gaming consoles
Platforms
for streaming videos online are very popular right now, especially with young
people. It is believed that the primary source of content consumption for 60%
of young adults is video streaming services. Consider the Amazon Fire Stick,
which has over 40 million active monthly users and is currently one of the most
popular streaming gadgets. More than fifty ad-supported third-party apps are
compatible with the Amazon Fire Stick. The potential for advertising in these
streaming apps is easily imaginable.
How do
the ads on Amazon OTT work?
Amazon DSP
platform supports Amazon OTT advertisements. Every day, millions of Amazon Fire
Stick users will see these advertisements. The advertisements run in full
screen mode and cannot be skipped. One major benefit over regular TV ad spots
is that advertisers can target their audience. Please take note that since they
aren't clickable advertising, you can't measure the advertisement stats by
looking at click-through rates or direct conversions. Instead, it is quantified
in terms of ad impressions. Therefore, unlike sponsored advertisements, these
ads are compensated for per thousand impressions rather than each click.
Advertisers
can purchase video placements in Fire TV apps that support advertisements using
the Demand-Side Platform. You can utilize Amazon DSP's automatic advertising
for OTT adverts and audience targeting features.
What
benefits does over-the-top advertising offer?
Having seen
what Amazon OTT advertising is and how it operates, let's now examine the
benefits of employing OTT ads.
Improved
targeting: You can target your audience more
precisely with Amazon OTT ads than with traditional television ads. With the
help of Amazon DSP, you may better understand your target market and increase
the number of product sales by targeting the right audience with your ads.
Amazon DSP
provides audience insights based on:
· Product interests and shopping
behaviors.
· Demographics such as age, income,
gender, and more.
You can use
Amazon OTT to combine the targeting capabilities of Amazon's Demand-Side
Platform with the efficacy of the visual format.
Ad
conquesting: With Amazon OTT advertising, you can
target customers who have previously seen the products of your rivals with your
product adverts. This capability is exclusive to Amazon OTT advertising at the
moment. This will assist you in attracting some prospective clients from the
audience who are considering the goods of your rivals.
Less
expensive than television commercials: Amazon
Over-the-top (OTT) advertisements are less expensive than traditional
television advertisements. The cost of advertising slots has increased
dramatically while conventional media, such as television, has seen a fall in
audience. Because of this, OTT advertisements are a far more affordable kind of
visual advertising because the ad budget is much more manageable.
Access to
hard-to-reach audiences — Amazon OTT ads
will allow you to reach audiences that are otherwise tough to contact. Users
who have enabled ad-blockers and those who have canceled their previous TV
subscription or do not now have an active TV subscription, for instance, are
very challenging to contact. You can reach these audiences by using Amazon OTT.
Newest
additions and modifications to Amazon OTT
In November
of last year, Amazon made a few adjustments to improve their OTT advertising.
This includes new programs that could lead to greater commercial opportunities
and new resources that could help marketers establish their brands. Let's
examine these modifications:
1. New
content: In order to
give advertisers even more chances to reach a wider range of consumers, Amazon
has added new movies and extra content for NFL Thursday night football to IMDb
TV and Amazon Prime Video.
2. Genre
blocking: In
September of last year, Amazon unveiled a tool that would allow marketers
greater control over the locations of their advertisements. You can use this
tool to block up to five different content genres, ensuring that only relevant
genres will display your ads and earn impressions from the people you want to
reach.
3. Audience
guarantees: You can purchase adverts for the audience you wish to reach with
Amazon's audience guarantee. In essence, you would only have to pay for the
impressions that get through to the people who are interested in your brand and
product.
4. Video
creative builder beta: Even without their own video assets, advertisers will be able to produce
video ads using the video creative builder beta. Its library of films and
templates allows you to try out various ad concepts without having to waste
time or money.
*Note that
genre blocking and audience guarantees are currently only available for
advertisers who make use of Amazon managed-service advertising in the US.
Final
Thoughts
Online video streaming services are the way that visual material is created and consumed in the present and the future. This shift is demonstrated by the fall of traditional television and the rise in the number of users of streaming services.
The good news for marketers is that there are still plenty of untapped advertising opportunities in these streaming services because we are just in the early stages of this paradigm shift. Because of this, every brand owner who wants to increase the visibility of his items and brand should consider using Amazon OTT advertising.
Being one of the first users of an as-yet-untapped advertising platform is ideal now, before other people start to take notice of its potential and pour money into it.
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