Expand your reach with a connected home strategy
11 December 2020
By Leila Gabrovec
Sr. Product Marketing Manager
It’s no secret that the use of connected-home technology, such as Fire TV and Alexa-enabled devices, continues to grow. In fact, 76.8% of households own a connected TV, and 74% that own at least one smart-home device, have a smart speaker.1 No matter where or how these devices are being used – whether it’s in the living room watching TV or listening to music in the kitchen while cooking a meal – there are ample opportunities for brands to leverage these channels to engage families in the home.
Amazon is uniquely positioned to help advertisers reach these connected-home audiences at scale with Amazon Streaming TV ads and audio ads (beta). Here’s how.
On the screen with streaming TV ads
Amazon Streaming TV ads allow advertisers to engage relevant audiences as they’re streaming their favourite content. This includes: top TV networks such as Fox, Discovery, AMC, CNNGo, Bloomberg and CBS; live sports, such as Thursday Night Football; IMDb TV, a free streaming video service available to all users on Fire TV; and our curated news app.
What does this mean for you?
With streaming TV ads, also known as OTT (over-the-top) ads, you can reach more potential customers at scale. In 2020 alone, Amazon Streaming TV ads’ monthly reach increased from 20 million to 50 million viewers.2 Further, these video ads on average deliver 3.4% incremental reach to linear TV, with 70% of the audience being exclusive to Amazon Streaming TV ads – meaning, they’re not exposed to brands’ linear TV campaigns.3
Off the screen with audio ads
Amazon audio ads can help brands extend their reach beyond the screen by connecting with audiences wherever they’re listening to Amazon Music’s free ad-supported tier, whether it’s on an Alexa-enabled device – like Echo and Fire TV – mobile or desktop. Audio ads can be anywhere between 10 and 30 seconds and are played periodically during breaks between songs.
What does this mean for you?
Only 32% of the US population pays for a streaming subscription, which means that many listeners rely on free, ad-supported music.4 With Amazon Music’s ad-supported tier being the default music service on Echo devices, audio ads can help you effectively drive brand awareness among this large audience – especially given that music is one of the top customer interactions on Alexa. For brands that are already using OTT ads, we’ve found that adding audio to your media buy can result in up to 17% incremental reach, bringing your brand message to an even larger unique audience.5
Infuse your brand story into everyday activities with an streaming TV + audio strategy
As homes become increasingly connected, brands have more opportunities to engage audiences throughout their daily lives. By leveraging a unified strategy that combines Amazon Streaming TV ads and audio ads, you can effectively share your brand story with these hard-to-reach potential customers and ultimately drive more success with your advertising campaigns.
To learn more about the benefits of a connected-home strategy, check out our audio ads and video ads pages, and reach out to your account executive.
1eMarketer, 2020 Smart Homes Report
2Amazon internal data, 2020
3Amazon internal data, 2020
4Nielsen Music 360 report, November 2018
5Amazon internal data, 2020