Amazon, Roku announce new ad partnership
Amazon, Roku announce new ad partnership
While the agreement is aimed at providing more exposure to advertisers, it should also improving ad viewing experience.
Roku and Amazon are some of the biggest digital platform owners out there. Roku, of course, owns its smart TV and streaming device operating system as well as The Roku Channel streaming service, while Amazon is responsible for the Fire TV OS and Prime Video. They’re both giants in the digital space, and on Monday they announced a partnership which ideally will allow them to sell more digital ads.
Key Details:
- Better together: The companies estimate their deal will create a pool of 80 million connected TV households.
- Finding streamers: The partnership will “enhance addressability across major streaming apps.”
- Seeking solutions: The partnership comes as advertisers are trying to consider new ways of delivering ads to viewers.
Amazon and Roku’s new partnership will allow them to reach more than 80% of connected TV households in the United States. Their stated goal is to unlock an addressable connected TV (CTV) audience for advertisers that will “enable CTV as a true performance solution” for marketing firms.
The combination of Amazon’s and Roku’s user bases could allow advertisers to deliver ads at a huge scale, which is a definite positive in an era where customers are scattered across platforms. Addressability will be enhanced not only across The Roku Channel and Prime Video, but also across the Roku and Fire TV operating systems, as well as streaming apps owned by Disney, Fox, Paramount, and other companies.
“By combining our technologies, advertisers can now drive full-funnel campaign outcomes—from awareness through conversion—while eliminating media waste across Amazon and Roku streaming audiences,” Amazon Ads SVP Paul Kotas said.
The two say that early tests of their integrations have seen advertisers reaching 40% more unique viewers using the same budget, and also reduced how often the same person saw an ad by nearly 30%, delivering more value for the ad spend and making audiences less likely to tune out after seeing the same commercial time after time.
“With nearly half of all TV streaming time in the U.S. happening on Roku, and the power and depth of Amazon in retail and beyond,” president of Roku Media Charlie Collier said, “together we’re uniquely positioned to prove performance and differentiate DSP offerings for our shared advertisers and marketers.”
The partnership comes at a moment when advertisers are looking for more solutions to reach digital viewers. As ads increasingly shift into the digital space, platforms and advertisers must diversify their offerings. A recent Roku study found that combining ad formats is leading to greater brand recall among viewers, and now Amazon and Roku can leverage their shared viewership to help advertisers find even greater insights and reach more consumers.
Prime Video
Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.