{"id":27396,"date":"2023-10-30T07:20:08","date_gmt":"2023-10-30T15:20:08","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=27396"},"modified":"2023-11-14T19:57:18","modified_gmt":"2023-11-15T03:57:18","slug":"explained-what-we-know-about-sponsored-tv","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/explained-what-we-know-about-sponsored-tv\/","title":{"rendered":"Explained: What we know about Sponsored TV","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">One of the big <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-ui-feature\/cheatsheet-the-biggest-announcements-at-unboxed\/\">takeaways from unBoxed 2023<\/a> is that Amazon is trying to make the upper funnel more accessible\u2014especially through streaming TV.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You probably already know that Amazon is bringing ads to Prime Video in 2024. But one of the most eye-catching announcements from unBoxed was focused on bringing streaming TV ads to all brands, period.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon released<strong> Sponsored TV<\/strong>, a type of sponsored ad that, like Sponsored Products, Sponsored Brands, and <a href=\"https:\/\/www.amzpathfinder.com\/sponsored-display-ads-what-sellers-need-to-know\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sponsored Display<\/a>, requires no minimum spend. It\u2019s also accessible through the Ad Console.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With Sponsored TV, your ads can appear on:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Freevee<\/li>\n\n\n\n<li>Twitch<\/li>\n\n\n\n<li>Amazon Fire TV apps&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Until now, Amazon only offered one way for brands to get on TV\u2014through DSP. The difference is, DSP requires a minimum ad spend of tens of thousands of dollars, unless you work with an agency.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sponsored TV has no such requirements. That means smaller brands are suddenly going to start showing up on streaming TV.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon thinks this announcement is a big deal.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cSponsored TV, we believe, is a critical element of brand building strategy as a whole,\u201d Ruslana Zbagerska, VP of Technology and Product Development Amazon Ads, <a href=\"https:\/\/www.intentwise.com\/podcast\/unboxed-takeaways-from-the-amazon-ads-team\">told us<\/a> in our recent Intentwise Connect podcast. With Sponsored TV, \u201cwe are democratizing that opportunity.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In other words: The top of the sales funnel\u2014those pure awareness marketing plays\u2014is no longer going to be the domain of big brands alone.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-wait-how-do-you-create-a-tv-ad-nbsp\"><strong>Wait, how do you create a TV ad?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s say you\u2019ve never advertised on TV before. You might be thinking: Isn\u2019t it expensive to produce a TV spot?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Indeed, TV ads are tricky, especially for brands without a lot of production budget. If you don\u2019t have the budget to hire your own team, Amazon gives brands the option to use <a href=\"https:\/\/advertising.amazon.com\/resources\/whats-new\/amazon-creative-services\">Amazon Ads Creative Services<\/a> to build a video ad.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The one caveat: As The Information <a href=\"https:\/\/www.theinformation.com\/articles\/amazon-to-tv-ad-newbies-if-you-buy-commercials-well-make-them\">reported<\/a>, Amazon will only make you a video ad if you commit to spending $15k+ on Sponsored TV.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another thing to keep in mind while crafting your TV ads: Be sure to insert a call to action. Amazon\u2019s Sponsored TV ads allow you to append a QR code to your ad. Customers can scan it to visit your product page directly.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-are-there-downsides-to-sponsored-tv\"><strong>Are there downsides to Sponsored TV?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We are currently evaluating the differences between this new Sponsored TV offering and DSP streaming TV campaigns.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, there is certainly a trade off with Sponsored TV. In exchange for increased access to the upper funnel, you don\u2019t get the same granular targeting as you would on DSP.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">DSP lets you target ads to shoppers based on products they viewed but didn\u2019t purchase, lookalikes of your existing customers, or <a href=\"https:\/\/www.intentwise.com\/webinars\/actionable-use-cases-of-amazon-marketing-cloud\">custom audiences you build yourself<\/a> in AMC, to name a few examples.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sponsored TV, meanwhile, lets you target based on:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lifestyle interests<\/li>\n\n\n\n<li>In-market categories and subcategories<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These are broader targeting categories than what is available through DSP. While these audiences are still great for awareness-building, Sponsored TV sacrifices some of the specificity of DSP ads.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Attribution also is limited to a few metrics. With Sponsored TV, you\u2019ll be able to measure your performance based on <strong>impressions<\/strong>,<strong> ad-attributed brand searches<\/strong>, and <strong>product detail page views<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is not as specific as DSP, which lets you measure which of your ad viewers, for example, eventually purchased from you.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-else-to-know-about-sponsored-tv-nbsp\"><strong>What else to know about Sponsored TV?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Here are a few other key points to keep in mind when you start experimenting with Sponsored TV:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Allocate enough budget.<\/strong> While there are no minimum budget requirements, you do need to be ready to spend. To ensure your campaign is able to spend enough to be a successful test, we generally recommend you start with daily budgets of at least $100.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Prepare for a CPM system. <\/strong>Sponsored Ads generally use a cost per click (CPC) payment model, albeit with some exceptions. That means you pay every time someone clicks an ad.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, Sponsored TV uses a CPM system, which means you pay per thousand impressions. In other words, with Sponsored TV, you\u2019re paying every time your ad is shown, whether or not a click happens.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sponsored TV is available via API<\/strong>. You don\u2019t need to create and monitor Sponsored TV ads through the Ad Console.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you work with an API partner, you will be able to run and track Sponsored TV campaigns through an easy-to-use platform like <a href=\"https:\/\/www.intentwise.com\/ad-optimizer\/amazon-advertising\">Intentwise<\/a>. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-connecting-amazon-s-full-funnel-ads-strategy\"><strong>Connecting Amazon\u2019s full-funnel ads strategy<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Big picture, Sponsored TV is all part of Amazon\u2019s broader upper-funnel strategy.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It was the talk of unBoxed: Major brands can advertise on Prime Video or on a live sporting event like Thursday Night Football, while smaller brands can buy an ad on Freevee.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then, as shoppers move further down the funnel, brands of all sizes can re-target them with more Sponsored Products ads.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The rise of Amazon\u2019s full-funnel ad strategy begs the question: How do you measure the impact of all these ads together? And how do you attribute conversions to a specific series of ads, rather than just the last touch?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The answer is Amazon Marketing Cloud, which is the only way to unlock multi-touch attribution on Amazon.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With AMC, see how your Sponsored TV ad performed in tandem with your Sponsored Products ad, and assign equal credit to every touchpoint, not just the last click.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As Amazon continues to push brands to embrace a full-funnel ad strategy, AMC is going to become more essential.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s the best and only way to connect the dots between the different ads in your funnel. And at Intentwise, of course, we have <a href=\"https:\/\/www.intentwise.com\/amazon-marketing-cloud\">the only platform out there<\/a> that lets you write and schedule queries at scale, and easily graph the results.&nbsp;<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>One of the big takeaways from unBoxed 2023 is that Amazon is trying to make the upper funnel more accessible\u2014especially through streaming TV.&nbsp; You probably already know that Amazon is bringing ads to Prime Video in 2024. But one of the most eye-catching announcements from unBoxed was focused on bringing streaming TV ads to all [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":27397,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[20],"tags":[96,155,130,183],"class_list":["post-27396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-advertising","tag-mobile","tag-newsletter","tag-sponsored-ads","tag-sponsored-tv"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Explained: What we know about Sponsored TV<\/title>\n<meta name=\"description\" content=\"Amazon&#039;s new Sponsored TV ad format is making the upper funnel more accessible to brands of all sizes. Here&#039;s what to know.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/explained-what-we-know-about-sponsored-tv\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Explained: What we know about Sponsored TV\" \/>\n<meta property=\"og:description\" content=\"Amazon&#039;s new Sponsored TV ad format is making the upper funnel more accessible to brands of all sizes. 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