If you've ever streamed live sports, you've most likely come across an OTT video ad or content.
OTT ( Over-the-Top) video ads or content, also called streaming TV, refers to content or advertisement that is displayed to viewers through a streaming video service.
Amazon OTT advertising allows brands to target a wide audience, and improve brand performance. It is also one of the ways to increase revenue in business.
In this article, we will look at what Amazon OTT advertising is and how you can use it to build your brand.
As we mentioned earlier, OTT advertising stands for over-the-top advertising. This type of advertising solution is used to reach audiences who stream content over the internet.
This form of advertising has become popular over the years as many consumers now consume content over the internet as opposed to cable TV.
According to statistics around 8.2 billion hours of content were watched in the third quarter of 2021. Also, Twitch, which is one of the largest live-streaming platforms, has an average of 30 million daily users.
Amazon OTT was established in 2019 under Amazon advertising. Some of its OTT streaming services include Prime Video, FireTV, Amazon Music, Amazon Studios, Twitch, IMDb TV, and Audible.
With Amazon OTT, advertisers can reach a wide range of audiences in the Amazon marketplace.
You can find Amazon OTT ads in video streaming apps, and streaming platforms like Twitch, gaming consoles, streaming devices, smart TVs, and so on.
You can create Amazon OTT ads using the Amazon DSP (Demand-Side-Platform). This platform is available to advertisers selling on Amazon or not.
Amazon Fire TV is a leading OTT platform with millions of viewers worldwide. You can buy video placements on various apps on Fire TV.
These ads can potentially reach millions of Live Stream users on Amazon’s streaming platforms.
OTT ads are not skippable and will be shown on a full screen at the beginning of the live stream or in between streaming live content. They are non-clickable ads and so cannot be measured by click-through rates. Amazon OTT ads are paid for per thousand impressions.
Also, Amazon explains that managed service advertising options like OTT ads will require a monthly spend of $15,000 monthly. For budgets under $15,000, Amazon refers you to try other Amazon Advertising solutions like Amazon PPC ads, Sponsored Brands ads, Sponsored Display ads, etc.
Now we know what Amazon OTT is all about. Let's look at a few benefits of using Amazon OTT advertising:
With Amazon OTT ads, you can target specific audiences interested in your products.
The Amazon Demand Side Platform will give you unique insights to help you target potential customers that can translate to product sales. These insights are based on factors like product interests, shopping patterns, and behaviors and demographics like gender, age, income, and more.
Unique to Amazon OTT ads, you can also target customers who have viewed your competitor's products, and gain them as customers.
OTT ads are non-skippable and can help you reach audiences that are difficult to reach. For example, you can access customers who do not have an active TV subscription.
With OTT advertising, you can reach audiences both on Amazon platforms and third-party apps that are accessible to Amazon. This gives you the opportunity to increase brand awareness and lead potential customers to buy your products.
Over the years, viewers of traditional media like TV have declined. Running ads via television now costs more now more than ever. Running OTT ads is a more cost-effective way to create visual advertisements. Plus, you can easily track these ads and obtain relevant data to track your results after the ad campaign is over.
With more people consuming video and live stream content, OTT ads are one way to reach more customers. Thankfully, anyone can take advantage of this marketing and advertising solution. Here's a quick guide to help you get started with Amazon OTT
As with any advertising campaign, you need to start with your goals. What do you intend to achieve with OTT ads? Who are you targeting? How do you want to measure the success of your advertising campaign? It is important to set clear and concise goals and KPIs to help you measure your success after the campaign. What's more, it will help you determine your target audience, video placements, and other factors.
As we mentioned earlier, your goals will help you determine the type of audience you are targeting. For a successful campaign, it is important to identify and segment your target audience. This will help you create ads that are more specific to a customer's demographics and interests.
There are three segments for behavioral targeting on Amazon:
After identifying your target audience, you can create and submit your ad. To submit your ad, simply create an Amazon DSP account on the Amazon Video ads page. Visit the Amazon Video ads page and click on Get Started. Next, register your account and start creating campaigns.
Now it's time to launch your campaign. Once launched, continue to optimize your campaign to get maximum results. You can tweak your strategy, create more segments, test your bids, and so on.
If you want your OTT ads to translate to product sales, you need to create high-quality ads that customers are interested in. Here are a few best practices for creating high-quality OTT ads:
Like with any other advertising campaign, you want to ensure you are getting positive returns on investments. Here are some metrics that can help you measure your ad performance:
We have seen over the years with the decline of television that video streaming is the future.
With Amazon OTT, you can explore various advertising opportunities and move many steps ahead of the competition.