Amazon over-the-top (OTT) advertising refers to video advertising placements across streaming TV and movies over Amazon’s DSP network. OTT advertising and Amazon OTT, in particular, is a viable component of a brand’s performance media mix. Much more than just a branding and awareness play, it is a complete performance channel that offers scale, measurability, and data-driven targeting. Discover the incremental reach of OTT by not only reaching your target consumer, but everyone else who is watching TV with them in the living room.

2. Persephanie Arellano
Webinar Coordinator
●
●
●
●

3. clients
Recognition

5. Morgan BaileyKaren Hopkins

7. Poll Question
●
●
●
●

9. Scale Measurability
Data Driven
Targeting

11. ●
●
●

12. Amazon OTT

13. ●
○
○
●
○
○
●
○
○
○
○

14. 183MM
Fire TV
*

15. ●
●
●
●

16. ●
●
●
●

17. $100K
younger than 35
online
Prime members globally
More than
100MM

19. College Educated
63%
Aged 18-49
66%
Aged 25-54
66%
Monthly active
users on Fire TV
40MM+
Increase in usage of
ad–supported Fire TV
apps
300%
Monthly
ad-supported OTT
reach
30MM+
YOY increase in
IMDb TV
viewership
240%
Monthly streaming
hours on Fire TV
Billions
Amazon Fire TV/OTT

21. OTT
NFL Ad-supported sports
TV + movies
IMDb video serviceFire TV apps

23. Amazon confidential. |
Heavy Voice
Users
With Amazon first-party insights, we
give brands the full picture of your
true audience.
On average, reaching audiences
based on behavior resulted in a
44%Increase in consideration compared
to demographics
Women
18-44
23
Cosmetics
Shoppers
Fashionistas
Lifestyle
Skincare
Heavy
Shoppers In-market
beauty
buyers
Light TV
viewers
Fire TV Genre
Twitch
Gamers
Amazon
Music
Genre
Amazon Fire TV/OTT

24. Age
Income
Education Level

25. Retargeting segments
●
●
●
Lifestyle segments
●
●
●
In-market segments
●
●
●

26. SINGLE, MIDDLE-AGED WOMEN URBAN-DWELLING FAMILIES

27. SINGLE, MIDDLE-AGED WOMEN URBAN-DWELLING FAMILIES
15-SEC 30-SEC 15-SEC 30-SEC 15-SEC 30-SEC 15-SEC 30-SEC
SCRIPT A SCRIPT B SCRIPT A SCRIPT B

31. Reach Metrics
Branded Search
Metrics (beta)
New-to-Brand Brand Lift
(+optional Nielsen DAR1
)

32. Amazon Fire TV/OTT

34. 1. Set goals and clear KPIs for your OTT ads
2. Identify your audiences:
3. Build out and execute your campaign
4. Test, analyze, and optimize:

35. ●
●
●

36. Cut Down Existing Videos Add Motion Graphics

37. Original Post-Production
What it is Net-new video assets Remixing existing assets
Supported styles
> Live Action
> Animation (2D & 3D)
> Stop Motion
> Cut-downs
> Motion Graphics
Price range $15,000 - $35,000 $4,000 - $8,000
Turnaround time 3-4 weeks 1-2 weeks
Pros
> Truly tailor creative to platform best practices
> Greater opportunity to test broader variables
> Increased creative freedom
> More efficient (both time and money)
Cons > Slightly more expensive and slower to produce
> Requires a robust library of high-quality assets
> Fewer variables available for testing

38. Key Takeaways

40. Morgan BaileyKaren Hopkins