Amazon Ads announced today a three-year agreement with IPG Mediabrands, which will connect brands with relevant audiences via Prime Video ads when TV shows and movies on Prime Video start including limited advertisements in early 2024. IPG Mediabrands is the first media holding company to partner with Amazon Ads on this new offering. Prime Video ads will initially roll out in the U.S., U.K., Germany, and Canada, followed by France, Italy, Spain, Mexico, and Australia later in the year. IPG Mediabrands will support all of these countries in 2024.
“Amazon’s latest offering brings a first-to-market opportunity for our clients to reach consumers at the category level in a comprehensive, scalable way—from culture and content to commerce and shoppable experiences,” said Eileen Kiernan, global CEO of IPG Mediabrands. “We are excited to play a role in this game-changing addition to the streaming TV marketplace and serve as Amazon’s anchor partner as they bring Prime Video ads to life.”
“From our first conversations, IPG Mediabrands has leaned in so that their clients can be among the first brands to engage with the Prime Video streaming audience across the nine countries we’ll serve starting in early 2024,” said Alan Moss, vice president of global sales for Amazon Ads. “When we begin introducing limited ads into Prime Video shows and movies, Prime Video will be one of the largest premium ad-supported services in most countries where we operate. This means we can simultaneously offer brands unmatched reach and frequency to help them achieve their business goals.”
Amazon Ads and IPG Mediabrands will collaborate to help brands add global Prime Video audiences to their media strategies, including first-look opportunities for new ad formats and content sponsorships in each region. IPG Mediabrands advertisers will reach and engage steaming audiences with the benefit of Amazon's first-party shopping and entertainment insights to create relevant ad experiences for Prime Video viewers.
“As longtime partners of Amazon Ads, we are thrilled to participate in a global deal of this scale across all of the countries in which Prime Video ads will launch throughout 2024,” said Dani Benowitz, global president of MAGNA, the investment and intelligence arm of IPG Mediabrands. “The ability to access the entire Amazon streaming TV product suite is an added benefit for both endemic and non-endemic brands within our broad client portfolio.”
On Prime Video, customers can find their favorite movies and series under one roof, be it entertainment produced by Amazon MGM Studios or by other studios, live sports, third-party channels made accessible as an add-on subscription through Prime Video Channels, and titles to rent or buy via the Prime Video store. In 2023, Amazon MGM Studios earned 68 Primetime Emmy Award nominations including best comedy series for Jury Duty. From critically acclaimed and fan-favorite series like The Marvelous Mrs. Maisel and The Boys to films like Air, Creed III, and the recently launched Candy Cane Lane with Eddie Murphy, Prime Video is a one-stop entertainment destination offering customers a large collection of premium entertainment in a single application.
In the U.S., Prime Video ads will reach an estimated 115 million viewers on a monthly basis. Amazon aims to have meaningfully fewer ads than linear TV and other streaming TV providers while simultaneously offering advertisers reach, frequency, and opportunities to tailor their messages. Prime members will have the choice to sign up for an ad-free option of Prime Video.
IPG Mediabrands is the media and marketing solutions division of Interpublic Group. IPG Mediabrands manages over $47 billion in marketing investment globally on behalf of its clients across its full-service agency networks UM, Initiative and Mediahub and through its award-winning specialized business units Healix, KINESSO, MAGNA, Mediabrands Content Studio, Orion Holdings, Rapport, and the IPG Media Lab. IPG Mediabrands clients include many of the world’s most recognizable and iconic brands from a broad portfolio of industry sectors including automotive, personal finance, consumer product goods, pharma, health and wellness, entertainment, financial services, energy, toys and gaming, direct to consumer and e-commerce, retail, hospitality, food and beverage, and fashion and beauty.