Prime Video Ads: A New Advertising Emerges, Armed with Data, Competitive UK Pricing, and a Highly Targeted Audience
You’ve probably heard all about the launch of Prime Video ads but do you know how this will help you as a Brand?
Amazon has expanded its advertising program and has launched Prime Video ads this month, offering exciting new opportunities for businesses to reach millions of viewers across major markets. 🌎
Prime Video offers a diverse library of movies, shows, and documentaries that transcend the ordinary. With intuitive navigation, flawless streaming, and original content that pushes boundaries – it’s a pioneer, leading the charge towards exceptional entertainment. Amazon has chosen an opt-out rather than an opt-in approach where all users will be shown ads unless they pay an additional £2.99 to the ad-free tier. While many may initially choose the ad-free experience for an additional £2.99, poll predictions suggest more than 50% of consumers will watch the ads, leaving a huge audience open to targeting relevant ads within the platform. This presents a unique opportunity for brands to engage a highly engaged audience in a premium environment, fostering brand awareness and consideration.
The launch
Following the successful launch of Prime Video Ads in the U.S. on January 29th, this was quickly joined by the UK and Germany on February 5th. And it doesn’t stop there, Prime Video Ads is set to reach even wider audiences with its upcoming expansion to France, Italy, Spain, Mexico, and Australia later in the year, further amplifying its global reach.
This expansion opens up a vast landscape of engaged viewers across diverse cultures and languages, but perhaps the most compelling aspect is the unparalleled data advantage Prime Video holds.
🎥Check out our Amerge Prime Video trailer:
Beyond Traditional Reach: The Power of First-Party Data & Competitive UK Pricing
Prime is estimated to reach a massive audience (estimated 115 million unique users per month in the US alone, 15m in the UK, and 16.5m in DE) surpassing the reach of traditional TV giants like ITV (12.5 million), Channel 4 (11 million), and even Sky (7.5 million). This presents a unique opportunity for advertisers to tap into a highly engaged audience that may be increasingly shifting away from linear TV.
It also boasts a unique weapon: first-party data. Unlike its competitors like ITV and Channel 4, Amazon collects a wealth of daily insights into each user’s shopping habits and preferences. This granular data allows for hyper-targeted advertising, reaching viewers not just based on demographics and interests, but on their actual purchase history and predicted behaviour.
🚀Showing fashion ads to users who recently viewed clothing categories.
🚀Promoting home improvement products to viewers who’ve purchased DIY tools.
🚀Tailoring entertainment recommendations based on past movie and TV show choices.
This level of targeting precision is simply unavailable to traditional TV broadcasters, offering advertisers an unprecedented edge in campaign effectiveness and ROI.
But who are these viewers? Prime Video Ads has a unique demographic, attracting not just a massive 54% share of viewers aged 18-44, the most coveted demographic for many advertisers, but also a significant portion of cord-cutters (59% don’t subscribe to cable), making it a perfect platform to reach audiences traditionally unreachable through standard TV ads. Additionally, around 50% of Prime Video viewers have children under 18 in the home, opening doors to targeted campaigns for family-oriented brands or targeting.
The Scale of the Opportunity, Powered by Data, Affordability & Audience
With its huge member base, global expansion, powerful data advantage, and a highly targeted audience, Prime Video Ads caters to businesses of all sizes whether they sell on Amazon or don’t, with transparent and competitive pricing in the UK, Prime Video Ads has the potential to deliver results previously unimaginable.
Through our self-service platform at Amerge, advertisers can reach the Prime Video audience with costs ranging from £23 to £27 per 1,000 impressions, making it a compelling option compared to traditional TV advertising costs. It will allow you strong targeting capabilities, affordability, and reach.
Introducing Amerge Prime Video series
At Amerge, we’ve created a video series featuring our Biz Dev team members discussing diverse aspects of Prime Video Ads.
⚡Fred Pearce, UK Biz Dev Team Lead, will walk you through exciting insights on leveraging the power of Prime Video and AMC custom audiences and maximising the potential of your customers’ journey:
⚡Anna Atkin, Managing Director for US, dives deep into our campaign analytics, different attribution models, and effective reporting:
⚡And Max Rottenaicher, Managing Director for Germany, has presented a compelling Twitch case study with an emphasis on the campaign strategy, targeting, and how we measure incrementality using ‘New To Brand’ metrics across the path to purchase through our Amazon Marketing Cloud tool within Amerge View:
Conclusion
Prime Video Ads is more than just a new advertising platform; it’s a data-driven revolution with competitive pricing and a highly targeted audience. With its expansive reach, targeted options, unique insights, affordability, and potential for high engagement, it presents a game-changing opportunity for businesses to connect with engaged audiences and achieve unparalleled results. Don’t miss out on this chance to be a part of the advertising future.
Ready to Leverage the Data-Driven Future of Advertising?
Don’t let your brand size hold you back! Prime Video Ads are now within reach, thanks to lower minimum spends and ex-amazon experience through the Amerge agency. Visit our website to reach out to Amerge and unlock the power of first-party data to propel your brand to new heights. Together, we can help you:
- Understand how Prime Video Ads fit your specific goals and budget
- Craft targeted campaigns that resonate with your ideal audience
- Measure and optimize your campaigns for maximum impact via our all-in-one reporting dashboard ‘Amerge View’
✉️Contact us today at hello@amerge.com and see how Prime Video Ads can help your brand exceed in the exciting new world of advertising!
Written by Chloe Enever, Global Category Lead at Amerge for Non-Endemic. Chloe launched Amerge’s first-ever Prime Video campaign in February for the US. Her expertise lies within the Non-Endemic category, these are businesses not selling on Amazon but looking to utilize Amazon’s first party data and ad solutions.
