OTT (over-the-top) and online video ads

Amazon OTT (over-the-top) and online video ads help you share your brand message to unique and relevant audiences at scale.

Scale your reach across world-class content. Our video advertising solutions combine first-party insights, measurement capabilities, exclusive inventory and a unique relationship with Amazon Publisher Services. Use OTT and online video ads to engage audiences across Amazon-affiliated sites like IMDb.com and Twitch, devices like Fire TV and across the web.

OTT video ads

OTT (over-the-top) video ads appear either before, during or after OTT content. These ads cannot always be skipped and therefore are typically viewed until completion of the ad.

Online video

Online video ads appear in both in-stream and out-steam formats, across browser and app, on devices such as desktop, mobile and tablet. Online video formats include in-feed video, in-article/in-read video, video in-banner and interstitial video.

Why use OTT video ads

With Amazon OTT video ads, you can showcase your brand alongside premium, brand-safe streaming content, including the latest movies and TV shows on IMDb TV, across broadcast and network apps, and alongside live sports and news.

Reach highly engaged young adult viewers where they are

Over 90% of Amazon’s ad-supported OTT audience are watching nearly two hours of our streaming content every day.1 With our 55M+ monthly viewers of ad-supported OTT content,2 we help you connect with an audience that is becoming harder to reach with linear TV.

Build connections with a trusted audience

Amazon has 300M+ active customer accounts worldwide.3 Reach customers who shop our store, watch our movies and TV shows, stream live sports and more. These behavioural signals have been shown to help brands achieve a 44% increase in consideration compared to using demographic attributes alone.4

Show up in content that delights viewers

Over 80% of our ad-supported audience consider themselves regular bingers.5 Show up alongside IMDb TV Original hit shows and movies, during live sports, like Thursday Night Football, across the top TV networks and broadcasters, and on the News app on Fire TV.

Connect with viewers with reimagined ad experiences

Engage your audience in creative, compelling and custom ways. Create a seamless experience between your brand and Alexa, or customize and enrich your video creatives with Amazon-exclusive features like star ratings, Alexa hints and prompts.

1Amazon internal data and GfK Simmons, 2020
2 Nielsen Media Impact household and Amazon internal, 2021.
3 Amazon quarterly earnings release, Q3 2020. Active customer accounts represent accounts that have placed an order during the preceding 12-month period.
4 Amazon internal data, 2020
5 GfK Simmons, 2020

A young man and a young woman laugh together while sitting on a couch in a living room with a TV in the background, which shows a movies selection screen.

How advertisers can use OTT video ads

Use OTT video ads to extend the reach of your linear TV campaign to unique, highly-engaged viewers. One in three US CTV users are viewing OTT on a Fire TV device, binging billions of hours of content every month.6 On average, you can increase your total net media reach by more than 2% without increasing your total media budget, and nearly 40% of this incremental reach would not be achieved through linear TV.7

6 eMarketer, 2020
7 Fire TV extends linear TV advertiser’s reach to millennials who are active Amazon customers, Nielsen Media Impact, 2019.

Case study

Quest Nutrition

Quest Nutrition used Amazon OTT video ads to help drive awareness and consideration for its brand at scale and track measurable results.

Why use online video ads

With online video ads, you can reach audiences with both in-stream and out-stream video ads on Amazon affiliated sites such as IMDb.com and Twitch, and across the web on leading publishers’ sites through Amazon Publisher Services and third-party exchanges.

Build an insight-based strategy

Our first-party insights help you determine which Amazon audience segments are most responsive to your ads, helping you develop a comprehensive marketing strategy that’s aligned to your brand.

Inspire action

Take advantage of exclusive video creative tools, such as Video Creative Builder (beta), to customize your message and provide relevant content at any point during the customer journey.

Complement display ads

Amazon Advertising campaigns that combine both display and video see an average 320% increase in detail page views and 150% increase in purchase rate compared to display-only campaigns.8

8 Amazon internal, September 2020, WW.

Young woman sitting by the Amazon Spheres looking at a tablet

How advertisers can use online video ads

Use online video ads to showcase your brand to audiences across the web in a variety of formats. If you already use Amazon DSP to run display campaigns, it’s easy to expand your advertising with relevant and engaging video content. Our Video Creative Builder helps you create robust video ads from existing assets without needing additional production or design resources.

Whether you’re looking to drive awareness with new audiences or reconnect with your existing customers, you can combine our exclusive Amazon audiences and first-party insights to create online video ads that reach audiences across the marketing funnel.

“With Amazon Advertising, we get reach, we get insights, but most importantly, we get measurement tools so that we can actually see that our advertising is working”.– Suzanne Ginestro, CMO, Quest Nutrition

Who can use video ads

Businesses can buy video ads whether or not they sell products on 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 $35,000 (US). Contact a sales consultant for more information.

Video ads are available in:
North America
  • CA
  • MX
  • US
South America
  • BR
Europe
  • DE
  • ES
  • FR
  • IT
  • NL
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP

How to get started with Amazon OTT and video ads

Contact an Amazon ad consultant to learn more about campaigns using video ads.

Already have an existing Amazon DSP account? Sign in

FAQs

What is OTT (over-the-top) advertising?

OTT stands for “over-the-top” and represents any streaming service that provides video content over the Internet without satellite or cable. OTT video ads are the video advertisements delivered to viewers within OTT content.

How are my campaign results measured?

Advertisers can access our full suite of first-party reporting metrics, including impressions, unique reach, video completion rate, detail page views, branded searches and new-to-brand. In addition to first-party metrics, we also work with 20+ Amazon-supported third-party measurement providers to measure the impact of OTT video ads off and on Amazon.

What happens when customers click my ads?

Clickable online video ads can link to a product page on Amazon, your own website or another destination.

What if I don’t have any videos for my OTT campaign?

No problem – you can use our Video Creative Builder to create a video ad for your brand. Experiment with different products, images and calls-to-action to discover what resonates with viewers.

What are the ad inventory sources for Amazon OTT?

There are five main OTT inventory sources available to advertisers: IMDb TV, Amazon Publisher Services broadcaster and network apps, live sports, Twitch and the News app on Fire TV.