Amazon Sponsored TV Ads: Everything You Need to Know in 2024
The advertising landscape is evolving, and viewers are rapidly migrating from traditional cable TV to streaming platforms. This presents a golden opportunity for brands to connect with engaged audiences through engaging video ads.
Yet, streaming TV advertising has typically required collaboration with streaming TV service providers or agencies and a significant financial investment. However, the landscape has changed with the introduction of Amazon Sponsored TV ads.
In this blog post, we’ll delve into what Sponsored TV is, its benefits, and how to create a Sponsored TV campaign on Amazon.
What is Amazon Sponsored TV Ads?
Amazon Sponsored TV Ads is your key to unlocking the power of streaming TV campaigns. This self-service advertising solution lets you showcase video ads directly within popular streaming TV shows and live content on platforms like Amazon Freevee, Twitch, and various Fire TV apps.
Forget minimum spends or upfront commitments! Sponsored TV Ads offers pre-built, retail-aware, and interactive ad formats, making it easy for you to set up and manage your campaigns with the flexibility and reach of Amazon Ads.
Benefits of Sponsored TV
1. Flexibility for Your Business
No minimum spend requirements allow brands to choose a budget that fits their specific needs. This flexibility ensures that even smaller businesses can take advantage of the vast reach of television advertising.
2. Reach Millions of Viewers
With an estimated reach of 155 million in the US, Sponsored TV can get your ads in front of a wide viewer base utilizing streaming TV services. This extensive reach provides brands with the opportunity to connect with diverse audiences and maximize their exposure.
3. Tap into Amazon's Robust Insights
Amazon’s billions of buying, browsing, and streaming signals help brands reach their ideal audience. Leveraging these insights allows advertisers to refine their targeting and create more effective campaigns.
4. Optimize Your Campaigns
Access to Closed-loop measurements helps brands understand how their streaming TV ads contribute to brand growth. This data-driven approach enables advertisers to optimize their campaigns for better results.
5. Interactive Ads
Sponsored TV allows brands to invite viewers to interact with ads, adding a layer of engagement. Whether through a QR code or overlay action like “Add to Cart,” brands can create a more immersive and interactive experience for viewers.
How to Create a Sponsored TV Campaign on Amazon
Creating a Sponsored TV campaign on Amazon is a straightforward process that empowers advertisers to reach their target audience effectively. Here’s a step-by-step guide:
Step 1: Access Amazon Ads
Log in to your Amazon Ads account. If you don’t have one, you can easily create one.
Step 2: Select Sponsored TV Campaign
Click on the “Create Campaign” button in your dashboard and choose the Sponsored TV option.
Step 3: Set Campaign Parameters
Define your campaign parameters, including campaign name, budget, campaign duration, etc.
Step 4: Define Your Landing Page
Choose a product from your brand to be part of your ad group. This selected product will serve as the destination page for your ad. In simpler terms, when a viewer engages with your ad by scanning the QR code, they will be directed to the detailed page of this chosen product.
Opting for a product detail page as your landing page comes with the advantage of retail awareness. This means that your ads will only be displayed when the chosen landing page product is available in stock or has the buy box, ensuring that you are not spending on irrelevant traffic.
Step 5: Define Targeting
Next, it’s time to choose the audience to whom you want to show the ads. You can choose from two different types of audiences:
Viewers likely to be interested in specific types of content, such as anime, comedy, romance, etc.
Viewers likely to be interested in specific product categories based on their shopping behavior, such as electronics, bedding, kitchen, etc.
For each audience target, you will also need to set the maximum bid that you are willing to spend per 1000 viewable impressions.
Step 6: Upload Creative
Finally, upload the video creative that will be displayed to the audience. This video should effectively communicate a clear and engaging story about your product and brand.
Step 7: Launch Your Campaign
Review your campaign settings and ad content. Once satisfied, launch your Sponsored TV campaign and start reaching millions of viewers.
Amazon Sponsored TV Ads: Creative Specifications
If you’re considering advertising on Amazon’s Sponsored TV platform, ensuring your video ad meets the right specifications is crucial for a successful campaign. Here’s a breakdown of the technical requirements:
Video Specifications:
Aspect Ratio: Maintain an aspect ratio of 16:9 to ensure proper display on various screens.
Dimensions: Set your video dimensions to a minimum of 1920×1080 pixels to meet the required frame size.
File Size: Keep your video file size at 500MB or smaller to ensure efficient loading and streaming.
File Format: Choose from supported file formats: H.264, MPEG-2, or MPEG-4 for compatibility.
Length: Create video ads with a duration of either 15 or 30 seconds to align with common ad lengths.
Frame Rate: Use a constant frame rate, with the recommended option being 23.976 fps. Alternatively, choose from 23.98, 24.0, 25.0, 29.97, 29.98, 30.0, 48.0, 50.0, 59.94, 60.0, or 120.0 fps.
Bitrate: Maintain a bitrate of 4 Mbps or higher, with a recommended bitrate of 15 Mbps for optimal video quality.
Video Stream: Use a single video stream to ensure seamless playback and compatibility.
Audio Specifications:
Language: The language of your audio must match the ad’s locale for a coherent viewing experience.
Sample Rate: Choose a sample rate of either 44.1kHz or 48kHz for clear audio playback.
Codec: Opt for either PCM or AAC as the audio codec to ensure compatibility with Amazon’s platform.
Bit Rate: Maintain an audio bit rate of 192 kbps or higher for quality sound reproduction.
Format: Your audio can be in stereo or mono format, depending on your creative preference.
Audio Streams: Use a single audio stream to avoid complications and ensure proper synchronization.
Audio Channels: Ensure a minimum of two audio channels, maintaining stereo sound quality.
By adhering to these specifications, you can create video ads that meet Amazon Sponsored TV’s technical requirements, ensuring your content is displayed as intended and providing viewers with a seamless and enjoyable experience.
Conclusion:
The future of advertising is streaming, and Amazon Sponsored TV advertising offers a powerful tool to reach engaged audiences, build brand awareness, and drive sales. With its accessibility, targeting capabilities, and interactive formats, Sponsored TV empowers brands of all sizes to make their mark in the ever-evolving advertising landscape.
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