How to Advertise on Amazon Prime Video: A Complete Guide for 2023
Hi Online Friends,
If you are looking for a new way to reach your target audience, you may want to consider advertising on Amazon Prime Video. Amazon Prime Video is one of the most popular streaming services in the world, with over 200 million subscribers as of 2023. It offers a wide range of content for different tastes and preferences, from original shows and movies to third-party titles and live sports.
However, not all ads on Amazon Prime Video are the same, and some of them may be unavoidable due to licensing agreements or content partnerships. In this article, we will explain the different types of ads on Amazon Prime Video, why they exist, how they work, and how you can use them to grow your brand awareness and sales. We will also answer some of the most common questions about Amazon Prime ads and provide some tips and best practices for creating effective ad campaigns. Let's get started!
What are Amazon Prime Ads?
Amazon Prime ads are video ads that appear on Amazon Prime Video, either before, during, or after the streaming content. They can also appear on non-video environments, such as websites or apps that are part of Amazon's online video advertising network. Amazon Prime ads are designed to help customers discover new and relevant content that they may enjoy, as well as to help advertisers reach audiences through online content.
There are three main types of Amazon Prime ads: pre-show ads, in-stream ads, and out-stream ads. Each type has its own characteristics, benefits, and challenges. Let's take a closer look at each one.
Pre-show Ads
Pre-show ads are video ads that play before the start of a show or movie on Amazon Prime Video. They usually last for 15 to 30 seconds and are skippable after a few seconds. Pre-show ads promote either Amazon Prime itself or its original content, such as The Boys, The Marvelous Mrs. Maisel, or Coming 2 America.
The main benefit of pre-show ads is that they can capture the attention of viewers who are eager to watch their chosen content. They can also showcase the quality and variety of Amazon Prime's original content, which can increase customer loyalty and retention. Pre-show ads can also be targeted based on customer data, such as demographics, interests, behavior, and purchase history.
The main challenge of pre-show ads is that they can be perceived as intrusive or annoying by some viewers who want to skip them as soon as possible. They can also be affected by ad fatigue if they are too repetitive or irrelevant. Pre-show ads also have limited inventory and high competition, which can drive up the cost and lower the availability.
In-stream Ads
In-stream ads are video ads that play during a show or movie on Amazon Prime Video. They usually last for 15 to 60 seconds and are non-skippable. In-stream ads are mostly found on third-party content that is integrated with IMDb TV, a free ad-supported streaming service owned by Amazon. IMDb TV offers thousands of movies and shows that are not available on Amazon Prime Video's subscription catalog, such as Lost, Schitt's Creek, or The Hunger Games.
The main benefit of in-stream ads is that they can reach a large and diverse audience that is watching free content on IMDb TV. They can also leverage the context and emotion of the content to create a stronger connection with the viewers. In-stream ads can also be targeted based on customer data, as well as content genre, rating, language, and device.
The main challenge of in-stream ads is that they can interrupt the viewing experience and cause frustration or annoyance among some viewers who prefer ad-free content. They can also be affected by ad blocking or skipping if the viewers switch to another device or app. In-stream ads also have limited control over the placement and frequency of the ads, which can affect the performance and effectiveness.
Out-stream Ads
Out-stream ads are video ads that appear in non-video environments, such as between text and images on websites or apps. They can be either in-stream or out-stream, depending on the placement and format of the ad. Out-stream ads are part of Amazon's online video advertising solutions, which allow advertisers to reach audiences across Amazon-owned sites and across the web on leading third-party publisher sites.
The main benefit of out-stream ads is that they can expand the reach and exposure of the brand beyond Amazon Prime Video's platform. They can also attract the attention of viewers who are browsing or shopping online with engaging and interactive video formats. Out-stream ads can also be targeted based on customer data, as well as site category, device type, location, and time of day.
The main challenge of out-stream ads is that they can be ignored or overlooked by some viewers who are not interested in the video content or the ad message. They can also be affected by ad fraud or viewability issues if the ads are not properly displayed or measured. Out-stream ads also have lower completion and conversion rates than in-stream ads, as they depend on the viewer's willingness to watch and interact with the ad.
How to Advertise on Amazon Prime Video: A Step-by-Step Guide
Now that you know the different types of Amazon Prime ads, you may be wondering how to advertise on Amazon Prime Video. The process is not very complicated, but it does require some planning and preparation. Here are the main steps you need to follow to create and launch your Amazon Prime ad campaign.
Step 1: Choose Your Ad Type and Buying Option
The first step is to decide which type of Amazon Prime ad you want to use for your campaign: pre-show, in-stream, or out-stream. Each type has its own advantages and disadvantages, as we discussed above, so you need to consider your goals, budget, audience, and message before making your choice.
The next step is to choose your buying option: managed or self-service. Managed means that you work with an Amazon account manager who will help you set up and optimize your campaign. Self-service means that you use the Amazon DSP (demand-side platform) to create and manage your campaign yourself. The main difference between the two options is the level of control and support you get from Amazon.
Managed is recommended for advertisers who want a more customized and hands-on approach, as well as access to exclusive inventory and features. Self-service is recommended for advertisers who want more flexibility and independence, as well as lower costs and fees. You can also use both options for different campaigns or segments, depending on your needs and preferences.
Step 2: Define Your Target Audience and Budget
The second step is to define your target audience and budget for your campaign. Your target audience is the group of people you want to reach with your ad, based on their characteristics, behavior, and interests. Your budget is the amount of money you are willing to spend on your campaign, based on your expected return on investment (ROI).
To define your target audience, you can use Amazon's first-party data, which is based on billions of shopping and streaming signals from its customers. You can also use third-party data from other sources, such as Nielsen or Comscore, to enrich your audience profile. You can segment your audience by various criteria, such as demographics, location, device, genre, content rating, language, purchase history, and more.
To define your budget, you can use Amazon's bidding and pricing models, which are based on the performance and value of your ad. You can choose between CPM (cost per thousand impressions), CPC (cost per click), or CPA (cost per action) models, depending on your campaign objective. You can also set a daily or lifetime budget limit for your campaign, as well as a start and end date.
Step 3: Create Your Ad Creative and Landing Page
The third step is to create your ad creative and landing page for your campaign. Your ad creative is the video that will appear on Amazon Prime Video or other sites or apps. Your landing page is the web page that will appear when the viewer clicks on your ad or scans a QR code.
To create your ad creative, you need to follow Amazon's technical specifications and guidelines for each type of ad. You also need to follow the best practices for video advertising, such as using high-quality images and sound, having a clear and compelling message, having a strong call-to-action, and keeping it short and simple. You can also test different versions of your ad creative to see which one performs better.
To create your landing page, you need to follow Amazon's policies and standards for web content. You also need to follow the best practices for web design, such as having a fast-loading and mobile-friendly page, having a clear and relevant headline, having an easy-to-use form or button, and having a consistent branding and style. You can also track and measure the performance of your landing page using analytics tools.
Step 4: Launch and Monitor Your Campaign
The fourth step is to launch and monitor your campaign on Amazon Prime Video or other sites or apps. You can launch your campaign either manually or automatically, depending on your buying option and preference. You can also pause or stop your campaign at any time if needed.
To monitor your campaign, you can use Amazon's reporting and analytics tools, which provide you with real-time data and insights on your campaign performance. You can also use third-party measurement tools from accredited vendors, such as Moatik (cost per action) models, depending on your campaign objective. You can also set a daily or lifetime budget limit for your campaign, as well as a start and end date.
Step 3: Create Your Ad Creative and Landing Page
The third step is to create your ad creative and landing page for your campaign. Your ad creative is the video that will appear on Amazon Prime Video or other sites or apps. Your landing page is the web page that will appear when the viewer clicks on your ad or scans a QR code.
To create your ad creative, you need to follow Amazon's technical specifications and guidelines for each type of ad. You also need to follow the best practices for video advertising, such as using high-quality images and sound, having a clear and compelling message, having a strong call-to-action, and keeping it short and simple. You can also test different versions of your ad creative to see which one performs better.
To create your landing page, you need to follow Amazon's policies and standards for web content. You also need to follow the best practices for web design, such as having a fast-loading and mobile-friendly page, having a clear and relevant headline, having an easy-to-use form or button, and having a consistent branding and style. You can also track and measure the performance of your landing page using analytics tools.
Step 4: Launch and Monitor Your Campaign
The fourth step is to launch and monitor your campaign on Amazon Prime Video or other sites or apps. You can launch your campaign either manually or automatically, depending on your buying option and preference. You can also pause or stop your campaign at any time if needed.
To monitor your campaign, you can use Amazon's reporting and analytics tools, which provide you with real-time data and insights on your campaign performance. You can also use third-party measurement tools from accredited vendors, such as Moat, IAS, or DoubleVerify, to verify the quality and effectiveness of your ads. You can track metrics such as impressions, views, clicks, conversions, reach, frequency, completion rate, viewability, brand lift, and more.
Step 5: Optimize and Scale Your Campaign
The fifth step is to optimize and scale your campaign based on the results and feedback you get from your monitoring tools. You can optimize your campaign by making adjustments to your ad type, buying option, target audience, budget, ad creative, landing page, or any other factor that may affect your performance. You can also scale your campaign by increasing your budget, expanding your audience, adding more channels or formats, or creating new campaigns for different segments or objectives.
To optimize and scale your campaign effectively, you need to use data-driven insights and best practices from Amazon and other sources. You can also consult with your account manager or use the Amazon DSP's optimization features to automate some of the tasks. You can also test and experiment with different strategies and tactics to find the optimal combination for your goals.
Amazon Prime Ads Breakdown: A Detailed Table
To help you compare and contrast the different types of Amazon Prime ads, we have created a detailed table that summarizes their main features, benefits, challenges, specifications, and examples. You can use this table as a reference guide when planning and executing your Amazon Prime ad campaign.
| Type | Feature | Benefit | Challenge | Specification | Example |
|---|---|---|---|---|---|
| Pre-show Ads | Video ads that play before the start of a show or movie on Amazon Prime Video | Capture the attention of viewers who are eager to watch their chosen content | Perceived as intrusive or annoying by some viewers who want to skip them as soon as possible | - Length: 15-30 seconds - Format: MP4 - Resolution: 1920x1080 - Aspect ratio: 16:9 - Frame rate: 30 FPS - Bitrate: 10 Mbps - Audio: AAC - Skippable after 5 seconds - Targeting options: customer data (demographics, interests, behavior, purchase history), content genre, rating, language - Buying options: managed or self-service - Pricing models: CPM | The Boys Season 2 Pre-Show Ad |
| Promote either Amazon Prime itself or its original content | Showcase the quality and variety of Amazon Prime's original content | Affected by ad fatigue if they are too repetitive or irrelevant | |||
| Skippable after a few seconds | Allow viewers to choose whether to watch the ad or not | Limited inventory and high competition | |||
| Targeted based on customer data | Reach relevant and interested audiences | Drive up the cost and lower the availability | |||
| In-stream Ads | Video ads that play during a show or movie on Amazon Prime Video | Reach a large and diverse audience that is watching free content on IMDb TV | Interrupt the viewing experience and cause frustration or annoyance among some viewers who prefer ad-free content | - Length: 15-60 seconds - Format: MP4 - Resolution: 1920x1080 - Aspect ratio: 16:9 - Frame rate: 30 FPS - Bitrate: 10 Mbps - Audio: AAC - Non-skippable - Targeting options: customer data (demographics, interests, behavior, purchase history), content genre, rating, language, device - Buying options: managed or self-service - Pricing models: CPM or CPCV (cost per completed view) | The Hunger Games In-Stream Ad |
| Found on third-party content that is integrated with IMDb TV | Leverage the context and emotion of the content to create a stronger connection with the viewers | Affected by ad blocking or skipping if the viewers switch to another device or app | |||
| Non-skippable | Ensure that the ad is fully watched and heard by the viewers | Limited control over the placement and frequency of the ads | |||
| Targeted based on customer data and content genre, rating, language, and device | Reach relevant and interested audiences across different devices and platforms | Affect the performance and effectiveness of the ads | |||
| Out-stream Ads | Video ads that appear in non-video environments, such as between text and images on websites or apps | Expand the reach and exposure of the brand beyond Amazon Prime Video's platform | Ignored or overlooked by some viewers who are not interested in the video content or the ad message | - Length: 6-30 seconds - Format: MP4 - Resolution: 1920x1080 - Aspect ratio: 16:9 - Frame rate: 30 FPS - Bitrate: 10 Mbps - Audio: AAC - Skippable or non-skippable, depending on the format and placement - Targeting options: customer data (demographics, interests, behavior, purchase history), site category, device type, location, time of day - Buying options: managed or self-service - Pricing models: CPM or CPCV (cost per completed view) | Bounty Out-Stream Ad |
| Part of Amazon's online video advertising solutions, which allow advertisers to reach audiences across Amazon-owned sites and across the web on leading third-party publisher sites | Attract the attention of viewers who are browsing or shopping online with engaging and interactive video formatsFAQ: Frequently Asked Questions About Amazon Prime Ads In this section, we will answer some of the most common questions that customers and advertisers may have about Amazon Prime ads. If you have a question that is not answered here, please feel free to contact us or visit Amazon's help center for more information. How do I opt out of interest-based ads on Amazon Prime Video?If you do not want to see ads that are based on your interests, preferences, or behavior, you can opt out of interest-based ads by changing your settings in your Amazon account. To do this, follow these steps:
Note that opting out of interest-based ads does not mean that you will not see any ads at all. You will still see ads that are based on other factors, such as the content you are watching or the device you are using. How do I skip or fast-forward through ads on Amazon Prime Video?If you want to skip or fast-forward through ads on Amazon Prime Video, you can use the skip or fast-forward buttons on your remote control or device. However, not all ads are skippable or fast-forwardable, depending on the type of ad and the content provider. Here are some general rules to follow:
Note that skipping or fast-forwarding through ads may affect your viewing experience and the availability of some content. Some content providers may limit the number of times you can skip or fast-forward through ads, or require you to watch a certain amount of ads before you can access their content. How do I watch ad-free content on Amazon Prime Video?If you want to watch ad-free content on Amazon Prime Video, you have two options: watch exclusive content on Amazon Prime Video's subscription catalog, or upgrade to Amazon Prime Video Channels.
Note that watching ad-free content on Amazon Prime Video may require a higher bandwidth and data usage than watching ad-supported content. You may also need to update your device or app to access some of the exclusive or premium content. How do I advertise my product or service on Amazon Prime Video?If you want to advertise your product or service on Amazon Prime Video, you need to follow these steps:
Note that advertising on Amazon Prime Video requires a minimum budget of $35,000 per campaign for managed buying option, or $10,000 per campaign for self-service buying option. You also need to comply with Amazon's policies and standards for advertising content and web content. How do I measure the effectiveness of my ads on Amazon Prime Video?If you want to measure the effectiveness of your ads on Amazon Prime Video, you can use Amazon's reporting and analytics tools, which provide you with real-time data and insights on your campaign performance. You can also use third-party measurement tools from accredited vendors, such as Moat, IAS, or DoubleVerify, to verify the quality and effectiveness of your ads. You can track metrics such as impressions, views, clicks, conversions, reach, frequency, completion rate, viewability, brand lift, and more. Note that measuring the effectiveness of your ads on Amazon Prime Video may require a minimum budget of $50,000 per campaign for managed buying option, or $15,000 per campaign for self-service buying option. You also need to comply with Amazon's policies and standards for measurement and verification. How do I contact Amazon Prime Video's customer service or advertising team?If you want to contact Amazon Prime Video's customer service or advertising team, you have several options:
Note that contacting Amazon Prime Video's customer service or advertising team may require a valid Amazon account and a verified email address. You also need to be respectful and courteous when communicating with them. How do I cancel my Amazon Prime membership or my Amazon Prime Video Channels subscription?If you want to cancel your Amazon Prime membership or your Amazon Prime Video Channels subscription, you need to follow these steps:
Note that canceling your Amazon Prime membership or your Amazon Prime Video Channels subscription may affect your access to some content and features on Amazon Prime Video. You may also lose any unused benefits or credits that are associated with your membership or subscription. How do I get a refund for my Amazon Prime membership or my Amazon Prime Video Channels subscription?If you want to get a refund for your Amazon Prime membership or your Amazon Prime Video Channels subscription, you need to follow these steps:
Note that getting a refund for your Amazon Prime membership or your Amazon Prime Video Channels subscription may depend on several factors, such as the date of cancellation, the type of payment method, the terms and conditions of the service, and the discretion of the customer service representative. You may not be eligible for a full or partial refund in some cases. How do I change my language settings on Amazon Prime Video?If you want to change your language settings on Amazon Prime Video, you need to follow these steps:
Note that changing your language settings on Amazon Prime Video may not affect all content and features. Some content may not have subtitles or audio in your preferred language. Some features may not be available or compatible in some languages. How do I watch 4K Ultra HD content on Amazon Prime Video?If you want to watch 4K Ultra HD content on Amazon Prime Video, you need to have these requirements:
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