Pathlabs Expands CTV Offering With Access to Amazon Prime Video
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Pathlabs Marketing |
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March 7th, 2024 |
Expansion in CTV Advertising, Amazon Rules Supreme
Connected TV is a channel that rode into 2024 on a wave of predictions from advertising and media experts claiming it would continue to flourish and grow in the new year.
Today, this still holds true with primary sources like eMarketer, measuring it to be the fastest-growing ad channel in the US, while CTV/OTT providers, like Hulu and Peacock, have continued to ramp up their own CTV ad inventory offerings.
Amazon is another strong contender in this space. The company already boasts ownership of streaming platforms like Freevee and Twitch, along with its CTV device, FireTV, which has propelled it to achieve remarkable OTT advertising revenues, reaching $2.56 billion in 2023.
Shifting to 2024, Amazon’s CTV ad revenue will continue to explode with the introduction of Amazon Prime Video inventory, now offered to advertisers.
Pathlabs’ Newly Expanded CTV Inventory With Amazon Prime Video
Although there has been news of this expansion since September 2023, Amazon Prime Video Advertising has only just become available.
Amazon officiated the shift on January 29th, 2024, when it defaulted the subscriptions for an estimated 115 million viewers to the ad-supported version of Amazon Prime Video, making all these worldwide users available for ad targeting.
Pathlabs has seized this transformative opportunity, recently gaining access to this inventory. Now, our agency partners can tap into this lucrative inventory source and expand their CTV strategy to include Amazon Prime Video.
Amazon Prime Video Advertising Features
Massive Audience Reach
When released, Amazon Prime Video had an estimated 115 million monthly viewers. Such a massive, diverse audience ensures media teams can reach a sufficient target market of ideal consumers.
Moreover, this audience is set to grow, with Statista forecasting Amazon Prime Video subscriptions to reach 269 million subscribers by 2029.
Granular Audience Targeting
Across this expansive audience, media teams can utilize standard targeting methods like demographic, contextual, first and third-party data targeting and retargeting.
What further nuances these targeting capabilities is the proprietary first-party data Amazon collects and owns. This data, not released outside of partnerships, comes from the billions of real-time shopping behaviors the company oversees, in addition to data points collected from its other properties and products, like Kindle, Prime Music, IMDb’s streaming services, and more.
Through this exclusive access, media teams can leverage advanced audience segments that delve into in-market, lifestyle, and ASIN-based categories, offering granularity and precision unmatched in the CTV industry.
Quality and High Engagement Long-Form Content
The long-form content offered on Amazon Prime Video includes series and movies produced by Amazon and the prestigious studios it owns or collaborates with, like MGM, which received 65 Primetime Emmy Nominations in 2023.
This high-quality video content naturally captivates a significant amount of user attention, making the opportunity to serve them ads alongside popular content very desirable.
Brand Safety Measures
Amazon maintains strict guidelines around content and execution for Amazon Prime Video ad campaigns, ensuring alignment with Pathlab’s CTV brand safety requirements. This commitment provides a positive viewing experience for users and increases vigilance around brand safety for advertisers, making Amazon Prime Video an ideal inventory source to incorporate into your CTV strategy.
Set Your CTV Advertising Strategy to Include Amazon Prime Video
Agencies and media teams interested in diversifying their CTV inventory should consider Amazon Prime Video. Want to learn more about integrating Amazon Prime Video into your CTV strategy through a media execution partner like Pathlabs? Contact your Pathlabs representative or drop us a line below.
