Amazon is adding a Fire TV Inventory to its ad console, a tool that advertisers use to manage their sponsored advertising campaigns on Amazon. The latest US beta program is available on its rapidly growing ad stack.
Marketers looking to promote their apps, shows, or other types of content can now purchase CPC-based ads, which are rendered as “tiles” on the home screen of Fire TV, Amazon’s streaming platform, from the company’s ad console will.
Amazon is keeping the new self-service feature that allows advertisers to activate advertising campaigns on the streaming service faster by targeting placements based on relevant audience segments and receiving instant performance feedback.
Mike Fisher, vice president of advanced TV and audio at GroupM’s digital specialty unit, Essence, said it was important for Amazon to have sufficient measurement offerings for Amazon to differentiate this program. Not only is it important to measure ad exposure and app installs, but marketers need to compare this to signups and how often viewers come to the app.
“The key will be for them [Amazon’s] The measurement has to be open enough to be tied into the omnichannel measurement that our customers use directly, ”he said.
“To be able to pull that data out of the platform in terms of who was exposed [and] How many times are they exposed before the viewer takes an action and input them into theirs [the client’s] wider CRM system to be able to target better in the future. “
Complicated way to buy
There are currently two ways to purchase CTV ad space advertising on a given streaming platform. Marketers can buy display ads on the home screen that are similar to banner placements on the desktop. or they can buy in-app video inventory, much like buying ads on linear television.
While Amazon controls the inventory on its home screen, it shares the in-app inventory with the content providers on its platform, so advertisers are faced with multiple paths to this in-app inventory. The latest launch will pose an interesting dilemma for advertisers.
As platforms grow their ad stacks, choosing the best route to inventory can be a challenge for media buyers. The Essence fisher told Adweek that what path to inventory is ultimately determined by a customer’s goals. This is because buying direct from platforms usually gives priority access to inventory, price and audience data.
“I have a lot of work to do on my part to make my programmatic distributors comfortable on four or five different platforms. However, the idea is that the benefit of using four or five different platforms is likely to be better for the customer in the long run to get better quality data and inventory, ”he said.
Brian Olsavsky, CFO of Amazon, said during the company’s latest earnings call that it plans to develop new OTT promotional products to appeal to its more than 40 million monthly US Fire TV users.
Amazon is establishing itself as a challenger to the digital advertising duopoly of Facebook and Google. Research firm eMarketer estimates that Amazon’s US advertising revenue will reach $ 12.75 billion by the end of the year. This corresponds to a market share of 9.5% compared to 7.8% in the previous year. Google and Facebook control 29.4% and 23.4% of the digital ad market, respectively.
In the third quarter, advertising revenue was $ 5.4 billion, up 51% over the same period last year. This is mainly due to the surge in e-commerce activity during the pandemic. During this time, streaming has seen massive growth as people stay at home during the shutdowns.