OTT ads are advertisements that appear while you’re watching TV shows or events online, like on Twitch or Amazon Prime Video. These ads are shown over the internet on streaming services rather than on traditional TV.
Big companies with a lot of money for advertising can reach more people by using Amazon OTT ads instead of just regular Amazon ads.
In this article, we will cover the following:
- What is Amazon OTT advertising?
- Who is eligible to use OTT ads
- What are the benefits of Amazon OTT ads?
- Best practices for Amazon OTT ads
What is Amazon OTT advertising?
OTT advertising stands for over-the-top advertising, and OTT advertising is a way for brands to reach people who watch shows and movies online. This type of advertising is becoming more popular because more and more people are using the internet to watch things instead of traditional TV.
Amazon OTT lets advertisers show ads to more people beyond Amazon. Amazon says their streaming services, like TV ads and Twitch, are seen by at least 135 million people every month. Also, Fire TV is used by over 50 million people each month all over the world.
This is where your OTT video ads will appear:
How do Amazon OTT video ads work?
Advertisers can make video ads for Amazon OTT using Amazon’s DSP platform(demand-side platform). This platform, called the Amazon DSP, is open to all advertisers, even those who don’t sell products on Amazon.
Millions will see these video ads of people on all of Amazon’s streaming platforms. The ads will look like regular TV commercials; they cannot be skipped and appear on the full screen before or during breaks in the streaming content.
Since these video ads can’t be clicked on, advertisers will pay for every 1,000 views. This is different from sponsored ads, which are paid for every click.
Who is eligible for Amazon OTT ads?
Brands, vendors, sellers, and agencies can use streaming TV ads on Amazon OTT. You don’t have to sell products on Amazon to advertise there.
How much do streaming TV ads cost?
Amazon says people who use the self-service Amazon DSP can buy and control their video ads. If you want help, you can work with Amazon’s ad consultants. This service usually requires spending at least $15,000. If you need more information, talk to an account executive.
If you have less than $15,000 to spend each month, Amazon will suggest using their sponsored ad products instead, like Sponsored Products, Sponsored Brands, and Sponsored Displays.
What are the benefits of Amazon OTT ads?
Many people are stopping their cable or satellite TV service and using streaming services instead to watch their favourite shows, movies, sports teams, and content creators. It’s expected that over one-third of households in the US will cancel their cable or satellite TV and switch to streaming.
Nowadays, regular TV ads make it more challenging to get people’s attention. But with streaming TV video ads, you can target your audience more effectively and reach them while they’re watching content.
Another advantage of Amazon OTT video ads is that you can see how well your ad campaign is doing, unlike traditional TV ads, where you only get a little information.
Best practices for Amazon OTT ads
This section will teach you more about making high-quality video ads for Amazon OTT campaigns. Amazon gives these best practices, and we will briefly explain each one.
- Define your goal
Defining your goal is important in creating an effective video ad, as it helps you stay focused and produce a clear and concise message. This will ensure that the viewer is interested and engaged in learning more about your product or service. By focusing on one objective, you can ensure that the ad is well-received and memorable.
- Know your audience
Understand your customer well and ensure your video advertisement clearly shows what makes your product or service unique and different from others.
- Tell a story
Make an interesting story that will hold your audience’s attention. The story could show how your product or service helps improve people’s lives, why it’s better than similar products, or show visually appealing images that will draw the viewer’s eye.
- Include a logo
Include your brand logo in your video advertisement. This makes it easier for people to remember your brand and helps increase recognition.
- Call to action (CTA)
End the video advertisement with a request for action. Ask the audience to visit your website, buy your product, or learn more about your company. You can say things like “Get it on Amazon.com” or “Find out more at [website].” Do not make the request look like a clickable button.
This is not necessary, according to Amazon, but it can help make your message clear to your audience by reducing the amount of text on the screen.
- On-screen text
It’s okay to have some text on the screen, but Amazon suggests not using too much text in your video ad, as it can make the viewing experience unpleasant. Use short and simple sentences to convey your message.
Choose music or sound that fits the mood of your advertisement. Avoid using loud or harsh sounds that could annoy the viewer.
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