Amazon Ads and Publicis Media partner on OTT upfront
As OTT (over-the-top) streaming, also known as streaming TV, viewership continues to rise, Amazon Ads and Publicis Media announced their intention to partner on an annual upfront, starting later this year, which will enable more brands to engage hard-to-reach streaming audiences. With Amazon Streaming TV ads, brands can show up alongside content across IMDb TV, Twitch, live sports on Prime Video, top-tier network and broadcaster apps and Fire TV’s curated News app. Advertisers can also engage audiences at scale, as Amazon Streaming TV ads and Twitch jointly reach an unduplicated monthly audience of 120 million viewers across the US. This upfront partnership comes as more marketers are prioritizing OTT investments, in line with viewership trends.
Clients of Publicis Media agencies will have the opportunity to partner with Amazon Ads to debut a new video ad experience for IMDb TV. IMDb TV is a modern television network, offering viewers ambitious originals and an always-updating library of broadly appealing hit movies and TV shows that customers would expect to see on a paid service.
A number of Publicis Media clients will also have access to Amazon Ads' new actionable video ads, which recently launched in beta. This solution allows viewers to interact with brands on the IMDb TV app on Fire TV, without disrupting their viewing experience. When viewers see one of these ads, they can take Amazon shopping actions – including “add to cart”, “add to Alexa shopping list”, “buy now” or “shop now” – directly from the ad using their voice or Fire TV remote.
Additionally, Publicis Media clients will continue connecting with viewing audiences based on Amazon’s first-party streaming and shopping signals, and analyzing campaign performance with Amazon’s suite of full-funnel measurement solutions.
Last week Amazon participated in its inaugural NewFronts, where we highlighted some of the ways Amazon Ads enables marketers to reach audiences at scale, and reimagine ad experiences with smarter and simpler OTT video ad campaigns.
Publicis Media is a division of Publicis Groupe [Euronext Paris FR0000130577, CAC 40]. It is comprised of Starcom, Zenith, Spark Foundry and Performics, and powered by digital-first, data-driven global practices that together deliver client value and business transformation. Publicis Media is committed to helping its clients navigate the modern media landscape.