October 25, 2023

Reach and inspire new audiences using Sponsored TV

Announced at unBoxed 2023

What launched?

Introducing Sponsored TV, a Streaming TV ad solution for brands of any size to connect with new customers in their living rooms—even if they have never advertised on TV before. Pre-packaged with retail aware, shoppable ad formats, Sponsored TV allows marketers to buy Streaming TV with the same flexibility of Amazon Ads self-service ads — that means no minimum spend requirements or upfront commitments. In just a few clicks, brands can help engage relevant viewers across Streaming TV services like Twitch or Freevee. Now, any endemic advertiser can benefit from campaigns modeled by Amazon. With this launch, campaigns are optimized in real time, simplifying the complex process of buying programmatic TV ads.

Why is it important?

According to eMarketer viewers are watching connected TV for 2 hours a day, and we’ve made it easier than ever to add TV to your marketing mix. In an Amazon internal study, advertisers that utilized more than one video solution had +44% incremental reach and +73% purchase rate, compared to advertisers that only utilized one.

Now, advertisers can easily get started with Streaming TV, with no minimum spend requirements, daily budgets, and evergreen campaigns. Amazon's first-party insights help brands brands reach audiences based on likely content interests such as music videos, video games or dramas as well as product categories on Amazon like headphones or running shoes. Finally, Sponsored TV ads are eligible for interactive ad formats to help you connect with viewers as you reach new audiences.

As part of this launch, we have released Sponsored TV APIs; these REST API that supports 7 resources, including creatives, creative preview, moderation, targeting, ad groups, ads, and campaigns. Clients can use HTTP methods to perform action on these API resources as defined in the API contract. Please see our developer guide for more information.

Where do I access it?

  • Amazon advertising console
  • Amazon Ads API

Who can use it?

  • Vendors
  • Seller Brand Owners

Where is it available?

North America
  • US