New Delhi: Amazon Ads has unveiled the launch of Sponsored TV in India, a self-service ad solution designed to enable brands of all sizes to run streaming TV campaigns. The service offers an efficient and cost-effective way for brands to reach audiences via Amazon’s premium streaming content, starting with Amazon MX Player.
“At Amazon Ads, we believe that brand-building strategies, like video advertising, should be accessible to businesses of all sizes—regardless of budget or expertise. With Sponsored TV, we’re democratizing streaming TV advertising in India, enabling brands to run efficient video campaigns using our flexible, self-service tools. Powered by machine learning optimization models, Sponsored TV campaigns provide efficient reach by leveraging trillions of Amazon’s first-party streaming, shopping, and browsing signals to create relevant ad experiences for viewers across screens,” said Kapil Sharma, Director, Amazon Ads India.
For many small and medium-sized brands, TV advertising has been seen as a costly and intimidating option. Often lacking TV-quality creative and the know-how to measure its effectiveness, these businesses have been hesitant to enter the space. Research from Amazon indicates that many brands struggle with the upfront costs and lack the creative expertise to justify the investment. At the same time, media-consumption trends show streaming TV is overtaking linear TV as the primary method of viewing. Sponsored TV addresses this gap by offering an affordable, self-service solution that empowers brands to reach the growing audience of cord-cutters, with flexible controls and measurable results.
Sponsored TV provides brands the opportunity to use Amazon Ads’ sponsored ads tools, which require no minimum campaign spend and no upfront commitments. Brands can easily create streaming TV campaigns in just a few clicks within the Amazon Ads console or via the Amazon Ads API.
“TV advertising is no longer just for the big brands,” said Patrick Miller, Co-founder of Flywheel. “With self-serve buying and closed-loop measurements, Sponsored TV makes streaming TV advertising a cost-efficient option for emerging and enterprise brands that want to connect the entertainment and shopping journey for customers.”
Brands with existing TV-quality assets can utilize those same creatives in their Sponsored TV campaigns. For brands new to streaming TV advertising and without TV-quality creative, Amazon offers creative services to help develop content using their digital and social media assets, at varying rates. These creatives can also be used across other Amazon Ads placements, including brand stores and sponsored ads campaigns.
Sponsored TV campaigns leverage Amazon’s machine learning-powered optimization models, which are informed by Amazon’s first-party shopping and entertainment signals. This allows brands to engage with audiences who are likely to be interested in specific types of content, such as reality series, comedy, and international shows, and to reach potential customers in product categories sold on Amazon. In addition, brands can access real-time campaign performance metrics, such as the number of ad-attributed branded searches and detail page views.
