Key takeaways: 

1. Amazon OTT advertising allows brands to display video ads across streaming platforms like Prime Video, Fire TV, Twitch, and IMDb TV.
2. Through Amazon's DSP, advertisers can target audiences based on shopping behavior, demographics, interests, and competitor interactions.
3. Amazon OTT ads appear not only on Amazon's owned channels but also across third-party streaming apps and devices.
4. OTT ads are non-clickable, so performance is measured using Reach, Brand Lift, Branded Search, and New-to-Brand conversions.

In this ePlaybooks guide, we will look at what Amazon OTT advertising is and how you can use it to build your brand.

What is Amazon OTT advertising?

OTT advertising stands for over-the-top advertising, used to reach audiences who stream content over the internet. Amazon OTT was established in 2019 under Amazon Advertising. Its OTT streaming services include Prime Video, FireTV, Amazon Music, Amazon Studios, Twitch, IMDb TV, and Audible.

Benefits of using Amazon OTT advertising

Specific targeting, ability to target difficult-to-reach audiences, build your brand on and off Amazon, and cheaper than TV ads.

Getting started with Amazon OTT

1. Start with your goals
2. Identify and create audience segments
3. Create and submit the ad
4. Launch campaign and optimize

Best practices for creating Amazon OTT advertising

Focus on an objective, tell a captivating story, include your brand's logo, limit on-screen text, use voice-overs/music, optimize for multiple devices, add a CTA, maintain high production quality, integrate OTT with other Amazon Advertising channels, and test, measure, and optimize.

At ePlaybooks, we leverage all Amazon Advertising solutions to deliver customized advertising strategies.

How to measure success with Amazon OTT advertising

Track Reach Metrics, Branded Search Metrics, New to Brand metrics, and Brand Lift.

Ready to create ads that truly connect and convert? Partner with the experts at ePlaybooks.

Frequently Asked Questions (FAQs)

What are the 4 Ps of marketing on Amazon?

The 4 Ps of marketing (Product, Price, Place, and Promotion) can apply directly to selling on Amazon:

• Product: Optimize your listings with quality images, detailed descriptions, and relevant keywords.
• Price: Use competitive pricing strategies and tools like automated repricers to keep your prices competitive and stay ahead.
• Place: Amazon acts as your “place” or distribution channel, giving you access to millions of global customers.
• Promotion: You can boost visibility through Amazon Ads, deals, coupons, and effective product reviews.

How does OTT advertising work?

OTT (Over-The-Top) advertising delivers video ads directly to viewers through streaming services like Prime Video, Fire TV, or other connected devices, bypassing traditional cable. It allows brands to target specific audiences using Amazon’s rich shopper data, ensuring ads reach the right customers at the right time.

What are the three types of Amazon advertising?

Amazon offers three main types of ads:

• Sponsored Products: With Sponsored Products, you can promote individual listings in search results and on product pages.
• Sponsored Brands: With this ad, you can highlight your brand and multiple products with customizable banners.
• Sponsored Display: With Sponsored Display ads, you can retarget and reach shoppers on and off Amazon using display ads based on shopping behavior.

What is the advertising strategy of Amazon?

Amazon’s advertising strategy focuses on data-driven personalization, audience targeting, and full-funnel marketing. It uses its vast customer data to deliver relevant ads across shopping, streaming, and display channels. Amazon sellers can leverage Sponsored Ads, Amazon DSP, and OTT campaigns to reach customers at every stage of the sales funnel, from awareness to purchase.

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