Amazon Ads Expands Local Capabilities with Location-Based Interactive Video Campaigns
‘By bringing local context to streaming campaigns, we’re making it easier for brands to reflect the communities they serve while democratizing access to premium streaming environments,’ said Amazon’s Jenn Donohue
Amazon Ads said it was giving advertisers a new way to localize their video advertising campaigns with location-based interactive commercials on Prime Video.
With the introduction, Amazon is laying down a challenge to local TV stations and cable operators, which have local reach but must adapt their legacy systems to give advertisers the data, targeting and interactivity digital giants like Amazon offer.
Amazon is also making it relatively simple to tailor campaigns to fit the needs of car dealers, banks or restaurants by letting them promote pricing, offers or menu items and connecting consumers to businesses in their neighborhoods.
The new capabilities were announced at Amazon’s unBoxed event in Nashville Monday.
“We’re focused on helping local and regional advertisers reach customers in more relevant and measurable ways,” said Jenn Donohue, director of local ad sales at Amazon Ads. “By bringing local context to streaming campaigns, we’re making it easier for brands to reflect the communities they serve while democratizing access to premium streaming environments.”
Location-based Interactive Video Ads (IVA) allow brands to customize their streaming messages by geographic location while maintaining the scale and simplicity of a single national buy, according to Amazon Ads.
Advertisers upload their video and location details. They can customize their message based on viewer location and with a single remote click viewers get a push notification that sends them to the brand’s custom landing page.
The interactive functionality enabled by the ads include “Send to Phone” and “Sign Up Today” messages that enable consumers to respond to offers seen on the screen during programming on Prime Video. Using both the awareness generated by traditional commercials and the interactive connection with viewers created a more relevant, actionable and measurable product for brands.
The Interactive Video Ads bolsters Amazon’s local capabilities, which include Geographic Insights and Activation. GIA empowers advertisers to uncover and act on regional growth opportunities using Amazon's first-party retail signals. By leveraging these insights, brands can pinpoint high-potential geographic areas and optimize their campaigns to reach new-to-brand customers.
Amazon said that pet-food company Purina used GIA achieving an over 300% higher new-to-brand page view rate, a greater than 85% reduction in cost per new-to-brand detail page view, and a 4 time increase in overall new-to-brand detail page views through geographic optimization.
Amazon’s unBoxed runs Nov. 9 through 12 in Nashville. It features senior Amazon Ads execs and marketing executives from Amazon clients talking about how they are increasing advertising effectiveness.
Speakers include Alan Moss, VP, global ad sales, and Paul Costs, senior VP, from Amazon Ads, plus executives from Liquid Death, Liquid IV, Revlon, Liberty Mutual, H&R Block, Cetaphil and ad agencies WPP Media, IPG Mediabrands, Initiative and PMG.