Amazon is one of the world’s largest content and commerce hubs, connecting brands, media, audiences and insights in a streamlined, interconnected canvas.
This unique, ad-supported consumer environment encompasses Amazon store, Twitch, Amazon Music – and Prime Video. These services deliver brand messaging alongside premium, engaging content, reaching audiences across devices such as Fire TV, Fire Tablet and Alexa-enabled devices, including Echo family. The opportunity to align brand messaging with relevant content and specific audiences has never been greater.
Take a recent campaign from Coca-Cola and MediaCom, planned and executed through Amazon Ads. The “goal” was to engage a new generation of French football fans on Prime Video by taking advantage of the flexibility of the platform.
By leveraging streaming TV’s ability to provide a hyper-contextual environment for ads, the campaign executed three different creative packages across Prime Video Ligue 1 games, corresponding with pre-match, halftime and post-match moments.
The spots generated 5 million ad impressions with a completion rate of 97%. Plus, Coca-Cola became the sixth most-searched keyword for drinks in the navigation node on their Amazon Brand Store during the campaign. A Kantar brand lift study also showed increases in brand awareness (+9.2%), brand favourability (21.2%) and purchase intent (+24.8%).
This example shows how the interconnectivity of online shopping and entertainment has reshaped the way billions of consumers interact with their devices. And the scope of the opportunity to reach them is enormous. There is an average of 10 connected devices per household globally and the average household in Canada subscribes to 2.8 video streaming services, according to the consulting firm Oliver Wyman.
It’s a landscape rife with opportunity – and challenges. Research from Yahoo and OMD Worldwide has shown that Gen Zs exhibit an attention span of just 1.3 seconds for ads. To compete, brands need to be sharp, and savvy.
Collaboration between channels is one way to use interconnectivity to nab short attention spans. Consumers can now quickly purchase products on Amazon directly from ads on Snap, Meta and Pinterest while they scroll or chat. Viewers are now in the driver’s seat, choosing what, when and where they consume, and are quick to cancel subscriptions or switch services if their expectations aren’t met. 
While fair pricing remains a motivator for purchase decisions, consumers also seem ready to reward frictionless experiences with dollars spent.
Amazon Ads and Kantar surveyed 1,000 Amazon Connected Consumers – defined as respondents who use an Amazon smart device or stream Prime Video, Twitch or Amazon Music at least monthly in Canada in December 2022. The results showed that these customers are more receptive to ads on streaming TV, audio streaming services or connected devices than they are to ads on linear TV (57% vs 17% respectively). And they’re more likely to prefer contextually and behaviourally relevant ads aligned to their entertainment preferences.
This new consumer environment creates the opportunity for advertisers to work with Amazon Ads to connect brands with receptive, engaged audiences across multiple solutions and devices. And this journey can be intelligently and effectively measured through a suite of tools Amazon Ads has available.
Never before have brands been able to get so close to their customers. And with Amazon Ads, never before has it been so easy.
To find out more about Amazon Ads, visit https://advertising.amazon.com/en-ca
To learn more about sponsored content opportunities with strategy contact associate publisher Neil Ewen at newen@brunico.com
