Amazon was late on capitalising on the connected TV advertising space. However they’re catching up quickly due to the amount of customer data they can provide.
Compared to other advertising space, Amazon can boast a huge amount of data on specific people and households based on what they watch and buy. These features are particularly compelling for advertisers who are already selling on Amazon.
Amazon’s connected TV advertising appeals to advertisers who already run ads on TV. But Amazon has the advantage that sales can be tied directly to products and campaigns. These Amazon ads show on third-party apps that can be accessed on a Fire TV device, as well as Amazon’s IMDb TV streaming service.
There is a risk of becoming too focused on Amazon data. Amazon’s measurements only take place within the platform, so if a customer sees your ad and purchases elsewhere, this wouldn’t be recorded.