Using Video Ads: What Is Amazon OTT?

If you’ve streamed a live event on Twitch or watched a show on FreeVee, Fire TV, or Amazon Prime video,  you’ve likely experienced OTT video ads. OTT ads, also known as streaming TV ads, are ads shown to viewers on a streaming service over the internet. 

Brands with larger advertising budgets can use Amazon OTT ads to reach a wider audience than simply with the usual Amazon Advertising options. 

In this article, we will cover the following:

• What is Amazon OTT advertising?
• Who is eligible to use OTT ads
• What are the benefits of Amazon OTT ads?
• Best practices for Amazon OTT ads

What is Amazon OTT advertising?

OTT advertising stands for over-the-top advertising and is used to reach audiences who stream content over the internet. This advertising solution has become popular with brands as consumers consume more content over the internet versus regular cable programming. 

With Amazon OTT, advertisers can reach much larger audiences off of Amazon. In fact, Amazon states their streaming services reach at least 135 million monthly viewers through streaming TV ads and Twitch. On top of that, Fire TV has over 50 million monthly active users globally. 

This is where your OTT video ads will appear:

• Freevee
• Twitch
• Live sports on Prime Video
• TV network and broadcast apps
• News app on Fire TV

How do Amazon OTT video ads work?

Advertisers are able to create Amazon OTT video ads through the Amazon DSP platform (demand-side platform) Amazon DSP is available for all advertisers, – whether you sell products on Amazon or not. 

These video ads will be shown to potentially millions of people across all of Amazon’s streaming platforms. The ads will resemble normal TV advertisements; they are non-skippable, and will be shown on the full-screen before or in-between streaming content segments.

Since these are not clickable ads, advertisers will be charged per thousand impressions, unlike Sponsored Ad campaigns, which are charged per click. 

Who is eligible for Amazon OTT ads?

Streaming TV ads are available to brands, vendors, sellers, and agencies. You do not need to be a seller in order to advertise on Amazon OTT. 

How much do streaming TV ads cost?

According to Amazon, “Self-service Amazon DSP users can buy and manage their own video campaigns, while those seeking a managed-service option can work with our ad consultants. The managed-service option typically requires a minimum spend of $15,000 (US). Contact an account executive for more information.”

If you have a budget of under $15,000 per month, Amazon refers you to Sponsored Ad products instead, such as Sponsored Products, Sponsored Brands, and Sponsored Display.  

What are the benefits of Amazon OTT ads?

Consumers are cutting the cord and switching over the streaming services to enjoy their favorite shows, movies, teams, and streamers. More than a third of US households are expecting to cancel their subscription to cable or satellite TV and make the switch to streaming. 

In today’s world, viewers are harder to engage through traditional TV advertisements. With streaming TV video ads, you’ll be able to better target your audience and reach them where they view content the most. 

Another great benefit of Amazon OTT video ads is that you can measure the success of your campaign, compared to being left in the dark when it comes to your traditional TV ads. 

Best practices for Amazon OTT ads

Follow along in this section to learn more about how to create high-quality video ads for your Amazon OTT campaigns. The following best practices are provided by Amazon so we will quickly outline each suggestion they give us. 

1. Define your goal

Before you create a video, you must first define the goal you want to achieve with your video ad. Many brands use ads to drive brand awareness and build an emotional connection with their viewers. Focus on one objective to keep viewers engaged and interested in learning more about your product or service. 

2. Know your audience

Make sure you fully understand who your customer is and that your video ad contains a clear message based on your unique selling propositions. 

3. Tell a story

Tell a compelling story that will captivate your audience. Your story could demonstrate how your product or service benefits your customers’ lives, show why consumers need your product over a competitor’s, or create beautiful imagery that will really grab the attention of the viewer. 

4. Include a logo

This one sounds obvious, but make sure you include your brand’s logo in your video ad. Showing a logo helps viewers associate that logo with your brand, increasing overall brand awareness. 

5. Call to action (CTA)

At the end of your video ad, include a call to action to encourage your audience to visit your website, make a purchase, or learn more about your brand. You can say things such as “Available on Amazon.com,” or “Learn more about us at [URL].” Do not make the CTA look like a clickable link or button. 

6. Voice-over

This is not required by Amazon but can help get your message across to your audience to limit the use of on screen text. 

7. On-screen text

While some on- screen text is fine, Amazon recommends limiting the amount of text used within your streaming video ads, as it creates a negative viewing experience. Use short, easy-to-read sentences to get your point across. 

8. Music/audio

Pick music or audio that matches the tone of your ad. Avoid using loud and abrasive audio that could disrupt the viewer’s experience. 

Are you ready to create Amazon OTT ads for your brand?

We hope this article answer your questions about what Amazon OTT is and how it works. Do you have any more questions? Let us know down in the comments!

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