If you've streamed live events on Twitch or watched shows on FreeVee, Fire TV, or Amazon Prime Video, chances are you've experienced OTT video ads. OTT advertising, also known as streaming TV advertising, is an advertisement shown to viewers via streaming services over the Internet.

Brands with larger advertising budgets can use Amazon OTT advertising to reach a wider audience than just through the usual Amazon advertising options.

In this article, we will cover the following.

What is Amazon OTT Advertising?

Who is eligible for OTT advertising

What are the benefits of Amazon OTT advertising?

Best Practices for Amazon OTT Advertising

What is Amazon OTT Advertising?

OTT advertising refers to OTT advertising used to reach audiences with content delivered over the internet. This advertising solution has become popular for brands as consumers consume more content on the Internet than regular cable programming.

With Amazon OTT, advertisers can reach a wider audience outside of Amazon. In fact, Amazon says their streaming service reaches at least 135 million monthly viewers through streaming TV ads and Twitch. In addition, Fire TV has more than 50 million monthly active users worldwide.

This is where your OTT video ad will appear:

Freevee

Twitch

Live sports on Prime Video

TV network and broadcast apps

News app on Fire TV

How does Amazon OTT video advertising work?

Advertisers are able to create Amazon OTT video ads through the Amazon DSP platform (Demand Side Platform). Amazon DSP is available to all advertisers, whether you sell on Amazon or not.

The video ads will be shown to potentially millions of people across all of Amazon's streaming platforms. These ads will be similar to normal TV commercials; they will be non-skippable and will appear on full screen before or during the streaming content segment.

Since these ads are not clickable, advertisers will be charged per thousand impressions rather than per click, as is the case with sponsored campaigns.

Who is eligible to use Amazon OTT advertising?

Streaming TV ads are available for brands, suppliers, sellers and institutions. You don't need to be a seller to advertise on Amazon OTT.

How Much Do Streaming TV Ads Cost?

According to Amazon, "Do-it-yourself Amazon DSP users can purchase and manage their own video campaigns, while those looking for a managed service option can work with our advertising consultants. Managed service options typically require a minimum spend of $15,000 (US) .Please contact your account manager for more information".

If your monthly budget is less than $15,000, Amazon will recommend you to use sponsored advertising products instead, such as Sponsored Products, Sponsored Brands, and Sponsored Displays.

What are the benefits of Amazon OTT advertising?

Consumers are cutting the umbilical cord and switching to streaming services to enjoy their favorite shows, movies, teams and streams. More than one-third of U.S. households are expected to cancel their cable or satellite TV subscriptions in favor of streaming.

In today's world, it's even harder for viewers to engage with traditional TV advertising. With streaming TV video ads, you can better target your audience and reach them where they watch the most content.

Another great benefit of Amazon OTT video advertising is that you can measure the success of your campaigns, compared to when it comes to your traditional TV ads, you are left in the dark.

Best Practices for Amazon OTT Advertising

Follow along with this section to learn more about how to create high-quality video ads for your Amazon OTT campaigns. The best practices below were provided by Amazon, so we’ll quickly outline each of the recommendations they gave us.

define your goals

Before you can create a video, you must first define what you want to achieve with your video ad. Many brands use advertising to drive brand awareness and create an emotional connection with their audience. Focus on one goal to keep your audience engaged and interested in learning more about your product or service.

know your audience

Make sure you fully understand who your customers are and make sure your video ads include a clear message based on your unique selling proposition.

tell a story

Tell a compelling story that captivates your audience. Your story can demonstrate how your product or service can benefit your customer's life, show why consumers want your product over a competitor's, or create beautiful images that really grab your audience's attention.

include a logo

This one sounds obvious, but make sure you include your brand logo in your video ads. Displaying the logo helps viewers associate the logo with your brand, increasing overall brand awareness.

Call to Action (CTA)

At the end of your video ad, include a call to action to encourage your viewers to visit your website, make a purchase, or learn more about your brand. You could say "Available on Amazon," or "Learn more about us at [URL]. Don't make the CTA look like a clickable link or button.

Dubbing

This is not required by Amazon, but can help you communicate your message to your audience by limiting the use of text on the screen.

text on screen

While some on-screen text is fine, Amazon recommends limiting the amount of text used in in-stream video ads because it creates a negative viewing experience. Use short, easy-to-read sentences to make your point.

music/audio

Choose music or audio that matches the tone of your ad. Avoid loud and harsh audio that can spoil the viewer's experience.

Are you ready to create Amazon OTT ads for your brand?

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