Amazon DSP video ads: Streaming TV ads and online video ads

• Only available in US, CA, UK, DE, AT, FR, IT, ES, MX
• Site serving requires an MP4 video file
• Pillarbox or letterbox formatting is accepted; however, Streaming TV ads with both pillarbox and letterbox in the same ad will not be accepted
• Streaming TV ads are delivered in non-clickable environments so they should not include call-to-action elements that encourage clicking (e.g. a button shape that says ‘learn more’)
• Third-party impression tracking is accepted for specific vendors, please consult your Amazon Ads representative for details
• For additional lengths, please contact your Amazon Ads representative

Download the image below to check your video creative against the recommended safe zone for Prime Video ads. “Action Safe” establishes an area in which general footage is safe from overscan (the tendency for edge pixels to be cut off by certain television sets). As long as important visuals remain within Action Safe, viewers won’t miss details such as a character being surveilled from far left frame or a smartphone text response toward bottom frame.

Recommended safe zone

Interactive Ad Elements (IAE) include capabilities that change the ad (e.g. on screen engagement) or enable engagement on a secondary device (e.g. QR code or Alexa).

Endemic campaigns that do not link to an Amazon page cannot leverage custom targeting segments.

We strongly encourage the use of the Amazon Studio QR code template. Advertiser submitted QR codes will be reviewed on a case-by-case basis.

• Be displayed for a minimum of 10 consecutive seconds.
• Drive to an app or a page that complies with Amazon specs and policies set to protect mobile users. Ensure the content being advertised matches the landing page and maintains customer safety.
• QR codes that drive to a website must link to a mobile-optimised page.
• Drive to a site or mobile app/app store compatible with the smartphone.

• Obstruct text or primary content that may help customers make an informed decision.
• Obstruct any disclaimers, disclosures, claims, product information, rating information,
• Obstruct entire visuals of the primary product shot or primary logo being advertised
• Primary is defined as a feature image showcasing the product that enables the viewer to attribute the ad to a specific product.

• Multiple products are in the frame and only a portion of the product is covered
• Attribution has been clearly understood by the viewer in primary product shot logo, enabling the secondary shot to have partial coverage.
• The user has taken an action on the IVA and therefore shown intent.
• Please note that this is product-specific – any disclaimers, disclosures, claims, product information or rating information still cannot be covered.

Advertisers can use third party video tags from an Amazon certified third-party vendor. The tags must be VAST 2 or VAST 3, and may include VPAID 2. We recommend including VAST 2 tags with media files in every campaign to ensure all supply sources can be used, as some sources do not support VAST 3 or VPAID. If a VPAID tag is provided, it has to be VPAID 2.0 JS. VPAID is not supported for Streaming TV ads. Only VAST 3.0 is supported for Twitch. When running standalone Twitch campaigns or STV bundle campaigns that include Twitch, you must use VAST 3.0 tags or ads will not deliver on Twitch.

Video viewability should be measured using VPAID tags from one of the approved vendors.

In order for JavaScript video players to accept a VAST response, ad servers have to include a Cross Origin Resource Sharing (CORS) header formatted as:

Access-Control-Allow-Origin: <origin header value>

Access-Control-Allow-Credentials: true

Without a valid VAST response, a video creative will not serve on Amazon-owned sites. This ensures a positive experience for Amazon’s customers.

• Required minimum video transcodes:
• Width: 1920, Height: 1080, Type: video/mp4, Bitrate: 4,000 kbps
• Width: 1280, Height: 720, Type: video/mp4, Bitrate: 2,200 kbps
• Width: 854, Height: 480, Type: video/mp4, Bitrate: 1,200 kbps
• Width: 640, Height: 360, Type: video/mp4, Bitrate: 550 kbps
• Width: 284, Height: 160, Type: video/mp4, Bitrate: 180 kbps
• The following additional video transcodes are recommended to optimise playback across the full range of supported devices:
• Width: 1024, Height: 576, Type: video/mp4, Bitrate: 1,750 kbps
• Width: 888, Height: 500, Type: video/mp4, Bitrate: 1,316 kbps
• Width: 720, Height: 406, Type: video/mp4, Bitrate: 866 kbps
• Width: 480, Height: 270, Type: video/mp4, Bitrate: 384 kbps
• Width: 320, Height: 180, Type: video/mp4, Bitrate: 200 kbps
• Maximum bitrate across all transcodes - Total bitrate (including video, audio, file header elements, etc): 10,000 kbps

• Frame rate: Max 30 fps
• Supported
• Vast 3.0
• Required alphanumeric ‘ID’ attribute populated on the <Creative> element in VAST XML
• Please note that a portion of the inventory (SureStream) is SSAI pre-fetch. Therefore, all tags should be supplied as such.
• Not supported
VPAID
VAST 2.0 and VAST 4.0
Geo, browser or any other targeting on the third-party end
Third-party redirecting or fourth-party tags