Florian Adamski’s Post

Curious about the diverse supply sources that fuel Amazon DSP's advertising prowess? Let's take a closer look at how these sources connect you with desired audiences at scale, across various ad formats and devices: Amazon Publisher Direct: Gain direct access to thousands of premium CTV, video, display, and audio publishers worldwide, ensuring your message reaches high-quality audiences seamlessly. Premium Third-Party Publisher Inventory: Tap into a vast pool of unique and comprehensive inventory offered by premium third-party publishers, expanding your campaign's reach and impact. Quality Third-Party SSPs: Extend your campaign's reach further by leveraging quality third-party SSPs, amplifying your message across a wide range of premium publishers. Amazon-Owned-and-Operated Properties: Harness the power of Amazon's owned-and-operated properties like Twitch, Freevee, Alexa, and Fire TV, reaching engaged audiences on platforms they trust. With Amazon DSP, you can access a diverse and dynamic ecosystem of supply sources, ensuring your campaigns resonate with your target audience effectively. #amazondsp #amazonadvertising #amazonads #amazonadvisor

Launching Ads onto Prime video makes a lot of sense and the ‘opt out’ approach will give them scale straight out of the gate. But what is of particular interest is the dual strategy, setting them apart from their direct competition, targeting both the biggest brands right down to those small merchants already on their retail platform, offering to create an ad for spends as low as $15,000. Growing a new demand market from within it’s existing customer base is smart. While large advertisers are apparently surprised by Amazon’s requests for high value annual commitments, reportedly upto $100m, at the other end of the scale this will open the door to many that video advertising has been beyond reach. #advertising #marketing #growth #brands #videoadvertising

#FTVAGlobal Avoiding streaming-on-streaming audience duplication: Why TV advertising struggles to grow (and what to do about it) Brian Wieser, CFA (Madison and Wall) Chair: Justin Lebbon (Adwanted Events (Formerly Mediatel Events)) TV has a branding problem of how much it helps brands. Do you need a brand? Media mixes of newer advertisers are different. Claiming credit for performance did not exist as it does now. Focus on subscriptions. Consumers will pay. Advertising as a platform. Provide lots of of inventory to a retailer for instance. Change in demand does not mean change in supply. If we just produce more audience… Amazon. How much incremental demand can Amazon bring? Retail media is focus. Some incremental. Overall ad market is very healthy. Money going to platforms. Growth rates at EMEA level. Accuracy at territory level harder. As market as market is growing in Europe. TV marfket is challenging. Partnership. Easier in American context but for a single territory?

💡 With Amazon consuming Freevee into their service & agencies running tests (see link below), I do wonder if they'll deliver better advertising within the on-demand ecosystem. As a viewer, it feels currently that the targeting and repetition/frequency is really poor across all platforms (not just Amazon), to a point of me turning off from the brands and thinking worse of them. I wonder if the data brands see is real (is it booked by programmatic or by a tv buy?), and if a lack of competition in the space makes it worse for brands as they become too loud, too quickly and to the wrong people. With Sainsbury's absolutely rocking their Bake Off ads (the in and out of break idents I think are the gold standard), the creative and tech challenge is there for Amazon. What's been everyone else's experiences as a viewer❓ How agencies are trying out Amazon Prime Video ads: https://lnkd.in/eFYwRUT2 Pic by Francis Scialabba #amazonprimevideo #vod #advertising #tvadvertising

📺 Amazon Sponsored TV is a self-service Ads platform that places brands' video ads on Amazon Freevee, Twitch, Fire TV apps, Bloomberg, and Crackle, without a minimum spend requirement (great for brands with smaller budgets!). If you've found success on platforms like TikTok, Instagram Reels, YouTube, or #Amazon Sponsored Video, now's the time to extend your creativity to traditional TV ads. So, is it worth it? Definitely! With an estimated reach of 155 million in the US, Sponsored TV offers unparalleled exposure. We can create meaningful connections with the shoppers for an enhanced shopper experience and improved conversion rates. And with Amazon’s sophisticated buying, browsing and streaming data, made accessible and usable through Amazon Marketing Cloud, sellers have the best chance of ensuring their desired audiences see their ads – and that the ads strike a chord with those audiences. We recommend using an Amazon Ads Partners agency that’s particularly good with data to make the most of your ads strategy 😎 Ready to launch your first TV ad campaign? #AmazonAds #SponsoredTV #TVAdvertising

Tapping into those PPC/performance budgets will be key to survival in the CTV landscape. More players than ever are battling for smaller scraps of a shrinking CTV pie. “Branding” ad budgets ebb and flow with the economy and are the first to get cut and reallocated to performance/ROI spend when there is a downturn. I predict that the players who have CTV attribution figured out are going to win big. Been waiting for this. Will follow closely.

🌟 The Unicorns take on Amazon Unboxed on Tour 2023! We didn’t just go for the free drinks and canapes, but also the takeaways: 📈 Prime Video: A Prime Choice for Advertisers: Prime Video stands out as the largest premium streaming advertising service in every market it operates in. This means advertisers can tap into a global audience with immense appeal. With 15 million monthly Prime Video viewers in the UK and 18 million in Germany & Austria, your content can reach a substantial and engaged viewership. 📺 🎯 Reaching the Unreachable with DSP Signals: Amazon provides more signals for advertising than any other platform. This opens the door to reaching up to 70% of anonymous audiences through DSP signals, enabling you to access previously untapped markets. 🕐 8 Seconds: Make It Count!: Remember, the average attention span for content consumption is just 8 seconds. To capture your audience's attention, you need to make every second count. Craft compelling, concise content to stand out in a crowded digital landscape. 💼 Trust, Engagement, and ROI: An astonishing 80% of customers need to trust a brand before making a purchase, underlining the importance of building trust with your audience. 65% of marketers recognise that customer attention and engagement are the new currency for advertisements. For advertisers, this means focusing on engaging and trust-building strategies to maximize ROI. Let's embrace these insights and continue to create innovative and effective advertising strategies in the remainder of Q4! 🚀 #AmazonUnboxed2023 #AmazonAdvertising #AmazonUnboxed 

𝗘𝘅𝗰𝗶𝘁𝗶𝗻𝗴 𝗡𝗲𝘄𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗪𝗼𝗿𝗹𝗱 𝗼𝗳 𝗔𝗺𝗮𝘇𝗼𝗻 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴! Amazon has just expanded its horizons with the rollout of Sponsored Brand ads on streaming TV platforms like Twitch and IMDb. It's a game-changer, but here's the scoop: these ads are a different ballgame compared to your regular Amazon sponsored ads. While Sponsored Product and Sponsored Brand ads target people already in the shopping mindset on Amazon, Sponsored Brand streaming TV ads introduce your brand to a whole new audience outside of Amazon. It’s all about making that impactful first impression. 𝗧𝗵𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗳𝗼𝗿 𝗦𝘂𝗰𝗰𝗲𝘀𝘀: 𝗠𝗲𝘁𝗿𝗶𝗰𝘀 𝘁𝗵𝗮𝘁 𝗠𝗮𝘁𝘁𝗲𝗿 To ace this game, shift your focus to metrics like impressions, views, clicks, and completion rates. Pay attention to how these ads influence branded searches and the customer's journey to purchase. Branded Search: Did viewers catch your video on Twitch and then search for your brand on Amazon? These ads spark curiosity and interest, leading potential customers to seek you out. Path to Purchase: Can Streaming TV ads elevate conversions for your Sponsored Products and Brands? Absolutely. They act as powerful educational tools, informing shoppers about your brand even before they initiate a search. Adding off-platform video to your Amazon ads is a golden opportunity to create awareness and educate potential customers before they even start searching. However, it's essential to set realistic expectations – this isn't about quick ROI; it's about long-term brand building. As you delve into the world of Sponsored Brands on Streaming TV, keep the big picture in mind. What's your ultimate goal with these ads? How do they seamlessly integrate into your brand's journey? Answer these questions, and you're on the path to success. #AmazonAdvertising #SponsoredBrands #StreamingTVAds #DigitalMarketing #BrandAwareness #MarketingStrategy #AmazonAds #ElevateYourBrand #CustomerJourney #AdvertisingTrends #OnlineMarketing #MarketExpansion #BrandImpact

⚔️ With Amazon and YouTube eating into Netflix ad revenues, CTV is becoming more competitive 💥 More firms are selling ads right now, but there’s the same people buying ads. It’s getting very competitive with pressure on high pricing. What buyers want is… 1️⃣ great content and user experience 2️⃣ ways to target relevant audiences at scale 3️⃣ insights on how their ads are performing 😊 Turns out Amazon is pretty good in all these (and sports). 🤝 For those not as vertically integrated as Amazon, it’s vital to collaborate with partners like adtech, OEMs or retail to offer a compelling advertiser offering. 🚀 In Europe, CTV is only 10% of TV ad spend. Lot’s of room for growth for new players, but trouble for linear broadcaster. 🌱 And there is hope that genAI ad creatives and programmatic buying are bringing more SMB buyers to CTV screen. 👨👩👧👦 What is making CTV inventory stand out to buyers? wdyt: Maria Paul Annika Thomas Wei 🟡🟡🟡🟡🟡🟡🟡🟡🟡🟡🟡🟡🟡 Follow me for some context around media and tech! Or hit me up and let's grab a coffee in London or online... xoxo, Andy PS: Shoutout to Omdia for great research in the CTV space

Who else is excited about this year’s upfronts? Participating in the evolution of video advertising at Amazon was fun, and it’s just as fun to watch from the sidelines. The early efforts and various misfires before we eventually got it right led to today’s offering - ads on Prime Video - which offers advertisers an incomparable premium video solution, providing: 𝗣𝗿𝗲𝗺𝗶𝘂𝗺, 𝗰𝘂𝗹𝘁𝘂𝗿𝗮𝗹𝗹𝘆 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝘁 𝗰𝗼𝗻𝘁𝗲𝗻𝘁: Scripted, unscripted, and live sports (Fallout anyone?!) 𝗜𝗻𝗰𝗿𝗲𝗱𝗶𝗯𝗹𝗲 𝗿𝗲𝗮𝗰𝗵: 115M users in the US, the majority of which shop on Amazon 𝗨𝗻𝗽𝗮𝗿𝗮𝗹𝗹𝗲𝗹𝗲𝗱 𝗙𝗶𝗿𝘀𝘁-𝗽𝗮𝗿𝘁𝘆 𝗱𝗮𝘁𝗮: To reach target audiences and measure impact 𝗛𝗶𝗴𝗵-𝗶𝗺𝗽𝗮𝗰𝘁 𝗮𝗻𝗱 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝘃𝗲 𝗮𝗱 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀: From shoppable ads to premium sponsorships 𝗠𝘂𝗹𝘁𝗶𝗽𝗹𝗲 𝗯𝘂𝘆𝗶𝗻𝗴 𝗺𝗼𝗱𝗲𝗹𝘀: Managed, self-service, and programmatic The video solution is impressive in its own right, but when combined with the rest of Amazon’s diverse ad portfolio (search, display, audio/podcast, etc.), it forms a comprehensive solution that is truly remarkable. With $19B in upfront spend at stake, Amazon is in a prime position to secure a significant share. To all my former Amazon colleagues, get ‘em! p.s. Shifting gears to another passion, which I’ve mentioned in my most recent posts…take care of your heart health. Know your risk factors and have a proactive conversation with your doctor during your annual physical. Stay heart-healthy! #upfronts #amazonprimevideo #amazonads #amazonadvertising