Char-Broil increases branded search rate with Streaming TV ads
To reach new audiences, electric-grill brand Char-Broil turned to the Amazon Ads video incentive production to create a Streaming TV campaign.
Sponsored TV
Reach customers through the content they love
Sponsored TV is a self-service advertising solution designed for brands of any size to reach and inspire audiences on the largest screen in the home. Powered by billions of 1st party shopping and streaming signals, these streaming TV ads can help your brand connect with the right viewers, in the right time on streaming services like Freevee and Twitch.
How does Sponsored TV work?
Sponsored TV enables advertisers to connect with viewers as they watch with their favorite content, including across Amazon’s exclusive streaming services as well as third-party services like Bloomberg or Crackle through Amazon Publisher Direct. Pre-packaged with retail aware, interactive ad formats, Sponsored TV allows marketers to easily set-up and manage their campaigns using the flexibility of Amazon Ads — that means no minimum spend, fees, or upfront commitments.
Benefits of Sponsored TV
Flexibility for your specific business
No minimum spend requirements allow you to choose a budget to fit your needs.
Reach millions of viewers alongside premium content
With an estimated 155M US reach, Sponsored TV can help get your ads in front of a wide viewer base.
Tap into Amazon’s robust insights
Amazon’s billions of buying, browsing, and streaming signals helps you reach your ideal audience.
Understand how to optimize your campaigns
Access Closed Loop measurements to help understand how your streaming TV ads help drive brand growth
Invite viewers to interact with your ads
Engage viewers with a CTA such as QR code or overlay action (eg: Add to Cart).
No video? No problem.
Whether you have existing video assets or are starting from scratch, Amazon's video creative production and editing services can help you produce inspiring videos for Sponsored TV. Get your video as added value with qualifying campaigns or as affordable at-cost fee-based services.
Start by getting registered to advertise.
Log into your account, click “Create campaign,” and choose Sponsored TV.
Give your campaign a name, enter campaign dates, and add your daily budget.
Specify your ad’s landing page, targeting, and bids.
Upload your video.
Submit your ad for review. It will be reviewed within 72 hours.
Tips to optimize Sponsored TV campaigns
Campaign setup
General guidance is to start by targeting around 5 audiences—that should allow for the campaign to deliver and provide data to make optimization decisions. Use the bid guidance for best practices to achieve different goals with the audiences you target.
Bid guidance
General bid guidance is that in most months CPMs range from $25-30. However, it is best to start lower around to see if ads deliver. If ads are not delivering then bids should be increased and/or audiences targeting should be expanded. The more niche your audience, the higher your bid should be. For example, if I am an advertiser selling Dog chew toys, I might bid for the categories: Dog Food ($10-15 bid) and Dog Chew Toys ($20-25).
Creative best practices
Show don’t tell. Use voiceover or dialogue for only about 1/3 of the video’s length. Balance the use of visuals, music, and purposeful on-screen text. This ensures that your video still conveys its message, even if the viewer is watching on mute. Videos that followed this guidance had a 27% higher average DPVR than videos that had voiceover or dialogue for 80% or more of the video's length.1
Bring your brand to life. Incorporate live talent in your creative for at least 9 seconds. Videos with people on screen for at least 9 seconds had a 13% higher average DPVR than videos without people. When people are smiling for about half the time they were on screen, the impact was even greater with a 21% higher average DPVR than videos without people.2
End strong. Conclude with a 4-second end card to anchor your message. For 15-second videos, including a 4 second end card had a 11% higher average DPVR and 12% higher average branded search rate, compared to videos without end cards. For 30-second videos, including a 4-second end card had a 18% higher average branded search rate, compared to videos without end cards.3
Sponsored TV case studies
FAQs
What is the difference between Sponsored TV and Streaming TV ads?
Amazon offers two ways to access Streaming TV ads: Through Sponsored TV and through the Amazon DSP. Both harness Amazon’s exclusive signals, premium inventory, and measurement capabilities to help you achieve your marketing goals. However, the Amazon DSP offers access to additional audiences, inventory, and controls that are not currently available through Sponsored TV. Additionally, Sponsored TV does not require a minimum spend, whereas the Amazon DSP requires a minimum spend amount of $50,000 per campaign.
How much do Sponsored TV ads cost?
All Sponsored TV campaigns are billed on a CPM (cost per thousand impression) basis with no minimum budget required.
Where do Sponsored TV ads show up?
Sponsored TV ads can serve on up to 30+ brand-safe streaming TV services including Freevee and Twitch automatically, with no action required. Sponsored TV ads do not show on Prime Video or Thursday Night Football inventory at this time.
Can I control where my Sponsored TV ads show?
Sponsored TV does not support supply controls or reporting at this time, and Sponsored TV only serves ads in contexts Amazon would be comfortable serving its own ads. This means we do not serve ads to Twitch channels tagged to contexts like politics, gambling, or violence.
Who will see my Sponsored TV ads?
Advertisers can help reach audiences using “Content Interests” or “In-market Categories”. “Content Interests” allow advertisers to help reach viewers likely to be interested in specific types of content like “Documentaries” or “Music Videos”. “In-market Categories” allow advertisers to help reach viewers likely to be interested in products of categories sold on Amazon, including “Built-in Dishwashers” or “Women’s Sports Apparel”. Lookback windows for “Content Interests” and “In-market” categories are up to 30 days.
What categories are not eligible for Sponsored TV?
At this time, health and personal care, adult, used, refurbished , and products in closed categories are not eligible for advertising. For a full list of permitted and prohibited categories review our creative acceptance policies.
I'd love to try Sponsored TV but don't have TV quality creative. Can Amazon help me with this?
Yes. If you’re interested in Sponsored TV but don’t have the creative to get started, Amazon is offering a creative service to help. When new-to-STV advertisers commit to $15k in Sponsored TV spend, Amazon provides one professionally produced, 30 second video creative as added value. Advertisers can use this creative on Streaming TV and anywhere else Amazon serves video ads, including in your brand Store and with ad products like Sponsored Brands and Sponsored Display. You can see sample creative from the program here, and if interested you can reach out to your Account Executive or submit your details here.
How can I measure results from my Sponsored TV campaign?
Sponsored TV offers advertisers a suite of metrics to help advertisers understand the value of their ads, including measurements on how their ads are serving like spend, impressions, and video completions, engagement measurements on how viewers are interacting with their ads like clicks as well as engagement measurements on how their ads are helping influencing shopping actions with their brands like branded searches, detail page views and new-to-brand orders. All metrics are attributed to campaigns with a 14-day lookback window using a "Last touch" attribution that prioritizes product relevance as well as ad clicks over ad views. To help advertisers understand how their campaigns are attributed, Sponsored TV engagement metrics can be viewed based on click and view attribution, click attribution alone, and view attribution alone based on the date of the shopper’s ad interaction, which may not be the same day as the shopper action.
Sources:
1-3 Amazon internal, US, Jan 2020 – Nov 2022. Insights based on average across 75K US Streaming TV creatives with at least 68K impressions per creative and are not a guarantee of future performance.