Learn how any business can get started with Sponsored TV ads

Your business deserves to be discovered. And now, businesses that don't sell in the Amazon store can use Sponsored TV to reach and engage new audiences in relevant contexts, including industries like automotive, media and entertainment, and travel and hospitality. With Sponsored TV, you can reach customers through the content they love, using streaming TV advertising that is easy to create and manage. Sponsored TV is a self-service advertising solution designed for businesses of any size to reach and inspire audiences on the largest screen in the home, powered by Amazon's first-party shopping and streaming signals to help your business connect with the right viewers at the right time. Your ads can appear on Amazon’s 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.

Sponsored TV has no minimum spend requirements or fees, so you can set a budget that works for you and update as your needs evolve. Sponsored TV campaigns are billed on a CPM (cost per thousand impression) basis, which refers to the total ad spend for every 1,000 impressions an ad receives. This means you only pay when your ad is viewed by a customer (for every 1,000 impressions).

Under “ad group” settings in your campaign set-up, you can choose the types of audience attributes you want to use to reach relevant customers. For example, you can choose between "Content interests" or "In-market Categories." “Content Interests” allow you to help reach viewers likely to be interested in specific types of content like “Documentaries” or “Music Videos.” “In-market Categories” allow you to reach viewers likely to be interested in products of categories sold on Amazon, including “Built-in Dishwashers” or “Women’s Sports Apparel.” We recommend targeting around five audiences with at least one from “Content interests”—that should allow for the campaign to deliver and provide data to make optimization decisions.

Budget and bidding rules are features within the campaign manager that help you manage and optimize your advertising budget. The features can automatically adjust your budget and bids, either during a specific time frame or when your campaign hits a certain performance target. We recommend starting with $15 bids. However, depending on seasonality, audience, and location selections, bid guidance is $25-30. If your ads are not delivering, we recommend increasing your bids or expanding your audience or location targeting. The more niche your audience, the higher your bid should be. Increasing or decreasing your bid will help you achieve different goals with the audiences you target.

We know you want to deliver results with your investments, and driving awareness can be hard to measure. At Amazon Ads, we provide a range of in-depth metrics that you can use to measure success across the various stages of engagement. Sponsored TV offers you a suite of metrics to help you understand the value of their ads, including measurements on how your ads are serving like spend, impressions, video completions, and interactivity. You can view performance metrics at the campaign and targeting level. Another added benefit is that all of these metrics are available to you self-service.