Amazon Ads is confident that it can help grow the total premium video advertising ecosystem in Australia by winning budget for TV that was destined for other places.
Asked whether Prime Video was fighting for the same total advertiser demand alongside existing ad-supported broadcasters or streamers, Willie Pang, general manager at Amazon Ads, said the company can increase demand.
Pang said Amazon is focused on premium video and beautiful storytelling on the big screen that will be boosted by the company’s approach to full-funnel marketing. He identified three main cohorts of media buyers using Amazon Ads for premium video, two of which include new-to-TV advertisers.
“The first group are the traditionally large TV and video spenders, including multinational corporations, who have leaned in to linear. The second group has been quite surprising: digital native brands who used to be very performance-driven and spent lots of money on paid search and display, and who want to reach up the funnel.
“The third cohort, and the one I am most excited about, is small businesses across all sectors. The democratisation of video advertising [through streaming, targeting, programmatic etc] is giving them the ability to access premium video inventory at scale in a highly autonomous way.”
Pang was speaking at last month’s Future of TV Advertising Sydney, where he stated that Amazon Ads wants to help all advertisers achieve full-funnel marketing using premium video. He was interviewed by consultant Justin Lebbon.
Brands stretching up or down the funnel
“We suffer if we think of advertising as being ‘the long or the short of it’ [by focusing on primarily long-term advertising or primarily short-term tactics]. Big brands are stretching down the funnel and performance brands are stretching up the funnel,” Pang explained.
He believes Amazon Ads has a role in shaping the future of advertising in Australia: “An important part of that is full-funnel advertising campaigns, using technology to make it easier for marketers to connect top- and bottom-funnel tactics.”
Pang pointed to a successful launch of ads on Prime Video in Australia, stating that 92% of the early advertisers have come back for renewed campaigns. “We have a meaningfully lower ad load [than is typical in the market] and there is a lot of personalisation,” he declared.
Inferring that Prime Video would collaborate with what TV buyers want from measurement, Pang observed that nobody wants a streamer marking their own homework.
