Amazon Prime Video & Audio Ads: The Secret to a 6.6-Point Brand Awareness Boost

What's Changing Amazon Ads is evolving beyond search, now offering a brand experience that deeply integrates into customers' daily lives through Prime Video and Wondery audio ads. The Emirates Airlines case study demonstrated a powerful impact, combining NBA live broadcasts with podcast storytelling to boost brand consideration by 6.6 points and purchase intent by 9 points among non-customers. This presents a multifaceted brand impression strategy for sellers as well.

Why It's Important In an increasingly competitive landscape, it's crucial for products to evolve beyond mere 'searchability' and become 'remembered and preferred' brands. Amazon's premium content channels naturally expose your brand during moments of deep customer immersion, leaving a lasting impression. This translates into new customer acquisition, strengthened brand loyalty, and long-term sales growth.

Practical Application Checklist - Leverage Video Ads: Visually tell your product's story using Sponsored Brands or Sponsored Display video ads directly within the Amazon Ads console. For access to premium inventory like Prime Video, consider utilizing Amazon DSP. - Explore Audio Ad Opportunities: Boost customer awareness by running audio ads on audio streaming services such as Amazon Music and Wondery via Amazon DSP. - Measure Multi-Touchpoint Campaign Effectiveness: Expand the customer experience by combining Sponsored Products with video/audio ads, and track campaign performance using tools like the 'Brand Metrics' dashboard.

Important Considerations 💡 Large-scale Prime Video and Wondery campaigns are primarily executed through Amazon DSP and are most extensively utilized in specific regions (mainly the US). While Korean sellers can set up video ads within Sponsored Brands/Display directly in the console, direct access to certain premium inventory is facilitated through custom campaigns via Amazon DSP. Ad inventory availability and effectiveness vary by region and target audience, so it's advisable to consult with your Amazon Ads representative to develop the optimal strategy.

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