Guide
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Guide
Launching your first Streaming TV campaign is simple. This guide will teach you everything you need to know to get started with Sponsored TV to help your business connect with viewers as they watch their favorite content.
Start using Amazon Ads to promote your products and create campaigns.
Already a registered advertiser? Sign in to launch a Sponsored TV campaign.
Sponsored TV is a self-service streaming TV ad solution that allows businesses of any size to inspire and engage customers on the largest screen in the home, risk-free with no minimum spend. By advertising on Amazon's exclusive streaming services like Prime Video and Twitch, as well as third-party channels through Amazon Publisher Direct, businesses can reach relevant audiences who are more likely to be interested in their products or brand using Amazon's first-party shopping and streaming signals. Sponsored TV is currently available in the US, Canada, Brazil, Mexico, and the UK, with plans to expand to more countries. Sponsored TV offers premium video content placements, ad interactivity to engage viewers, flexible budgeting, and performance analytics, making it an effective way for businesses to connect with audiences through the content they love.
Customer journeys served a Sponsored TV ad along with other sponsored ads products drove 58% better New to Brand Conversion Rate for advertisers compared to journeys containing sponsored ads without Sponsored TV.1
If you’re new to Amazon Ads, register here, then choose one of the account options to sign in with the appropriate credentials.
If you already have an advertising account, sign in and select the Sponsored TV campaign type, and follow these steps for quick and efficient campaign setup.
When it comes to your streaming TV ads, it’s important to have a clear sense of what you’re trying to accomplish. This isn't just about branding—streaming is a powerful channel that can drive real, measurable results for your business. Think about your specific goals: maybe you want to drive more foot traffic to your storefront or promote a new product launch. Which audiences are you trying to reach? Having that goal in mind will help you develop the right creative, and it will give you a concrete way to evaluate whether your ads are delivering on those objectives. Have you found success promoting products or offers on social media? See how you can adapt those winning strategies to the big screen of streaming TV. The key is leveraging this medium to amplify and complement your marketing efforts across other channels.
Ready to create a Sponsored TV campaign? Log in to your account and click the ‘Create campaign’ button. Choose Sponsored TV and set up your campaign.
You can reach audiences using “Content Interests” or “In-market Categories.” “Content Interests” helps you reach viewers likely to be interested in specific types of content like “Documentaries” or “Music Videos.” “In-market Categories” help you reach viewers likely to be interested in products of categories sold on Amazon, including “Built-in Dishwashers” or “Women’s Sports Apparel.” Look-back windows for “Content Interests” and “In-market categories” are up to 30 days.
You must select at least one content interest or in-market category segment for each Sponsored TV ad group, but you can’t exceed 20 segments. In addition, each content-based audience or in-market category segment must have an associated bid to signal how much you’re willing to spend up to for serving 1,000 impressions in contexts associated with your selected content interest.
Your Sponsored TV ads may appear on Amazon’s expansion collection of exclusive and premium streaming content, including Prime Video, Twitch, Freevee, and Amazon Publisher Direct, which focuses on direct integrations with the largest streaming TV publishers through connected devices, including Fire TV, as well as on ad-supported content through Prime Video Channels.
“Shop on Amazon” Twitch clickable ad
Since your TV creative will be viewed by engaged audiences, you want to ensure it is meaningful. Here are some best practices for crafting impactful video creative:
Visit this page for additional information on the Sponsored TV spec requirements.
Need help with creatives? Amazon Ads offers a range of creative services and tools to support you, from strategy to production. Connect with our team to learn more about your options. Request help here.
At Amazon Ads, we have a moderation process that reviews our self-service advertising solutions before they are published on our site. Moderation can help ensure your ads are displayed at their best to make the most impact. Our focus is safeguarding the shopper’s experience while also supporting our advertisers. Adhere to the ad policy guidelines to enable smooth reviews ahead of your campaign launch.
For more detailed information, refer to our Amazon Ads Streaming TV Ad Policies.
We know you want to deliver results with your investments, and driving awareness can be hard to measure. While return on advertising spend may be a deterrent to gauge the success of your Sponsored TV advertising, at Amazon Ads we also provide a range of in-depth, self-service metrics that you can use to measure the success across the various stages of engagement.
Sponsored TV signals are also available on Amazon Marketing Cloud (AMC). Signals in AMC help advertisers better understand their Sponsored TV event level signals, perform cross-media custom attribution analyses, measure the holistic performance of their sponsored ads campaigns, and have a deeper understanding of the customer journey over 12.5 months.
When setting up your campaign, remember to follow these simple steps:
As you define your campaign goal, consider your audience and the existing media investments you’ve made. Where and how are they spending time? How are your current media solutions helping you achieve your goals, and what’s the gap? Are you already using Amazon Ads’ sponsored ads solutions?
Accelerate your Amazon Ads in-market campaigns
Since Sponsored TV is included in our sponsored ads offerings and managed through the ad console, you can easily complement your existing sponsored ads campaigns with Sponsored TV. For example, Sponsored TV can help you improve brand awareness by staying top of mind for viewers as they watch TV, while Sponsored Display, Sponsored Brands, and Sponsored Products can attract those viewers with relevant display ads and search results when they are in the shopping mindset and ultimately help them find what they’re looking for.
Additionally, if you’re already using video solutions through Sponsored Brands video or Sponsored Display video, you may seize that opportunity to do creative testing with Sponsored TV to see what video length (6 - 45 seconds), content type, or audience targeting performs better for your streaming TV campaign.
Customer journeys served a Sponsored TV ad along with other sponsored ads products drove 110% better Purchase Rate for advertisers compared to journeys containing sponsored ads without Sponsored TV.2
If you’re new to Amazon Ads, register here. Under ‘Sponsored ads,’ select ‘United States’ as the country. If you’re already registered, sign-in to get started.
1,2 Amazon Internal Data, Jan-Feb 2024, U.S.