Sponsored TV: Amazon’s New Streaming TV Ads for Brands

Last month Amazon announced Sponsored TV, a new self-serve ad type that lets brands run ads on streaming TV. Until now, TV advertising was mostly for big brands with big budgets. Sponsored TV has no minimum spend and works from the same console many sellers already use.

Here is what it is, how it works and which brands should consider testing it.

What is Sponsored TV?

Sponsored TV lets advertisers place video ads on streaming TV services, including content on Amazon’s own platforms such as Twitch and Freevee, plus other streaming publishers. Ads play on TVs and connected devices, much like regular TV commercials.

It is built for brands of all sizes, with no minimum spend, and is managed in the Amazon Ads console.

How targeting works

Sponsored TV uses Amazon’s shopping data to choose who sees your ad. You can target by audience interests and by content categories. Amazon has said it will use signals such as shopping and streaming behavior to reach relevant viewers.

How it is different from other Amazon ads

• It is about awareness. Viewers cannot click a TV ad to buy. The goal is to make people remember your brand.
• Results show up indirectly. Look for growth in branded searches, new-to-brand sales and overall sales, not direct clicks.
• Creative matters even more. You need a video that works on a big screen, with sound.

Who should test it

• Brands with a solid base of Sponsored Products, Brands and Display already working well.
• Brands with good video assets, or the ability to make them.
• Brands in categories where awareness drives choice, such as home, kitchen, beauty, pets and toys.
• Brands that want to grow branded search, not just capture existing demand.

Who should wait

• Brands still fixing their listings or core PPC.
• Brands with tight budgets that need every dollar to drive direct sales.
• Brands with low stock heading into Q4.

How to run a sensible test

1. Set a fixed test budget you are comfortable losing.
2. Use a clear, short video with your brand and product visible early.
3. Run for several weeks so the effect has time to show.
4. Track branded search volume, new-to-brand sales and total sales before, during and after.
5. Keep your search ads running so you catch the extra demand.

The bottom line

Sponsored TV opens streaming TV to brands of all sizes. It is a brand building tool, not a direct sales tool. Test it once your core Amazon ads are strong. If you want help deciding whether it fits your plan, see our Amazon PPC management service.

FAQs

What is Amazon Sponsored TV?

It is a self-serve ad type that lets brands run video ads on streaming TV services, with no minimum spend.

Can shoppers buy directly from a Sponsored TV ad?

No. Sponsored TV ads build awareness. Measure them through branded searches, new-to-brand sales and overall sales.

Is there a minimum budget for Sponsored TV?

Amazon says Sponsored TV has no minimum spend.