Amazon and Roku team up to reshape connected TV advertising
Summary: Last week Amazon and Roku announced a partnership that aims to transform the landscape of connected TV (CTV) advertisers. By integrating the two platforms, they are creating the largest authenticated CTV solution in the U.S, offering a range of benefits to both advertisers and consumers.
Key Changes and Benefits
Integrated Audience Reach: This integration allows advertisers to access authenticated, logged-in TV audiences across Roku’s operating system, The Roku Channel, Amazon Fire TV, Prime Video and other popular streaming services available, including Disney, FOX and Paramount+. This means that advertisers will get access to more than 80% of U.S. connected-TV households.
Retargeting Capabilities: The integration uses an exclusive custom identity resolution service, meaning Amazon DSP can recognise logged-in viewers. Advertisers can then reach and target the same viewer across multiple devices and streaming services, ensuring more effective and precise audience targeting.
Advanced Analytics: This will also be beneficial in offering advertisers access to more granular data, allowing them to track and analyse each stage of the consumer journey. By combining the data from ads served on Roku with Amazon insights, we can get a clearer understanding of how the campaigns are performing, from initial awareness to final conversion, allowing for better-informed decisions and more effective campaigns.
Frequency Management: This integration also benefits the viewer experience. By leveraging the audience targeting capabilities, advertisers can also reduce the repetition of ads and prevent viewer fatigue. Advertisers can also serve more relevant content based on viewer preferences for a more personalised experience.
What this means for advertisers:
For advertisers and clients, this integration offers better ad delivery and value through its precise targeting and reach capabilities. Currently this solution is available only in the U.S., however with Amazon expanding into Ireland and retail media growing significantly, Irish brands could see substantial benefits from this collaboration in the future.It presents an opportunity for Irish advertisers to leverage these insights to improve our own CTV strategies. By taking the learnings from how it’s being rolled out in the U.S., we will be able to prepare early and adopt best practices when and if it becomes available in Ireland.
Sources: Amazon | Search Engine Land