Char-Broil increases branded search rate with Streaming TV ads
To reach new audiences, electric-grill brand Char-Broil turned to the Amazon Ads video incentive production to create a Streaming TV campaign.
Sponsored TV
Reach customers through the content they love
Sponsored TV is a self-service advertising solution designed for brands of any size to reach and inspire audiences on the largest screen in the home. Powered by billions of first-party shopping and streaming signals, these Streaming TV ads can help your brand connect with the right viewers, in the right time on streaming services like Freevee and Twitch.
Who can use Sponsored TV?
For customers who sell in the Amazon store
If you sell in the Amazon store, Sponsored TV is available to sellers enrolled in the Amazon Brand Registry, vendors (including book vendors and publishers), as well as agencies with clients and technology providers.
For businesses that don’t sell in the Amazon store (beta)
Whether you sell pizzas, cars, or theater tickets; or you offer lodging accommodations or fitness classes—all businesses1 can start using Sponsored TV today. Learn more
Get $500 USD* in ad credits when you launch on Sponsored TV.
Inspire and engage more customers on the largest screen in the home.
Available in select marketplaces. The offer is exclusive to select businesses who are registered for sponsored ads. Ends 12/31/24. Terms & conditions apply.
*Value of credit offer may differ depending on marketplace
How does Sponsored TV work?
Sponsored TV enables advertisers to connect with viewers as they watch with their favorite content, including across Amazon’s exclusive streaming services as well as third-party services like Bloomberg or Crackle through Amazon Publisher Direct. Pre-packaged with retail aware, interactive ad formats, Sponsored TV allows marketers to easily set-up and manage their campaigns using the flexibility of Amazon Ads — that means no minimum spend, fees, or upfront commitments.
Benefits of Sponsored TV
Find flexibility for your specific business
Since there are no minimum spend requirements, you can choose a budget to fit your needs.
Reach millions of viewers alongside premium content
With an estimated 155 million viewers in the U.S., Sponsored TV can help get your ads in front of a wide base.
Tap into Amazon’s robust insights
Amazon’s billions of buying, browsing, and streaming signals helps you reach your ideal audience.
Understand how to optimize your campaigns
Access the Amazon Ads proprietary brand and campaign metrics to help understand how your Streaming TV ads help drive brand growth.
Invite viewers to interact with your ads
Engage viewers with a CTA, such as a QR code or overlay action (e.g., Add to Cart).
No video? No problem.
Whether you have existing video assets or are starting from scratch, Amazon's video creative production and editing services can help you produce inspiring videos for Sponsored TV. Get your video as added value with qualifying campaigns or as affordable at-cost fee-based services.
Sign in to your account, click “Create campaign,” and choose Sponsored TV.
Give your campaign a name, enter campaign dates, and add your daily budget.
Specify your ad’s landing page, targeting, and bids.
Upload your video.
Submit your ad for review. It will be reviewed within 72 hours.
Tips to optimize Sponsored TV campaigns
Campaign setup
General guidance is to start by targeting around five audiences; this should allow for the campaign to deliver and provide data to make optimization decisions. Use the bid guidance for best practices to achieve different goals with the audiences you target.
Bid guidance
General bid guidance is that in most months, CPMs range from $25 to $30. However, it’s best to start with a lower bid to see if ads deliver. If ads are not delivering, then bids should be increased and/or audiences targeting should be expanded. The more niche your audience, the higher your bid should be. For example, if your brand is an advertiser selling dog chew toys, you might bid for the categories: “dog food” ($10-to-$15 bid) and “dog chew toys” ($20-to-$25 bid).
Creative best practices
Show, don’t tell. Use voiceover or dialogue for only about one-third of the video’s length. Balance the use of visuals, music, and purposeful on-screen text. This ensures that your video still conveys its message, even if the viewer is watching on mute. Videos that followed this guidance had a 27% higher average DPVR than videos that had voice-over or dialogue for 80% or more of the video's length.2
Bring your brand to life. Incorporate live talent in your creative for at least nine seconds. Videos with people on screen for at least nine seconds had a 13% higher average DPVR than videos without people. When people are smiling for about half the time they were on screen, the impact was even greater, with a 21% higher average DPVR than videos without people.3
End strong. Conclude with a four-second end card to anchor your message. For 15-second videos, including a four-second end card had a 11% higher average DPVR and 12% higher average branded search rate, compared to videos without end cards. For 30-second videos, including a four-second end card had a 18% higher average branded search rate, compared to videos without end cards.4
Sponsored TV case studies
FAQs
What are Sponsored TV ad specification requirements?
Find out more about the creative spec requirements for Sponsored TV.
What is the difference between Sponsored TV and Streaming TV ads?
Amazon offers two ways to access Streaming TV ads: Sponsored TV and Amazon DSP. Both harness Amazon’s exclusive signals, premium inventory, and measurement capabilities to help you achieve your marketing goals. However, Amazon DSP offers access to additional audiences, inventory, and controls that are not currently available through Sponsored TV. Additionally, Sponsored TV does not require a minimum spend, whereas Amazon DSP requires a minimum spend amount of $50,000 per campaign.
How much do Sponsored TV ads cost?
All Sponsored TV campaigns are billed on a CPM (cost per thousand impression) basis with no minimum budget required.
Where do Sponsored TV ads appear?
Sponsored TV ads may serve on exclusive first-party content like Freevee and Twitch, as well as on premium third-party content across Amazon Publisher Direct. Sponsored TV ads do not appear on Thursday Night Football inventry at this time. (Note that inventory may vary across market availability, and advertisers don’t have to take any action for their ads to be eligible to serve on these publishers.)
Can I control where my Sponsored TV ads show?
Sponsored TV does not support supply controls or reporting at this time, and Sponsored TV only serves ads in contexts Amazon would be comfortable serving its own ads. This means we do not serve ads to Twitch channels tagged to contexts like politics, gambling, or violence.
Who will see my Sponsored TV ads?
Advertisers can help reach audiences using content interests or in-market categories. Content interests allow advertisers to help reach viewers likely to be interested in specific types of content like documentaries or music videos. In-market categories allow advertisers to help reach viewers likely to be interested in products of categories sold on Amazon, such as built-in dishwashers or women’s sports apparel. Look-back windows for content interests and in-market categories are up to 30 days.
I'd love to try Sponsored TV but don't have quality TV creative. Can Amazon help me with this?
Yes. If you’re interested in Sponsored TV but don’t have the creative to get started, Amazon offers creative services to help. Reach out to your account executive or submit our contact form.
How can I measure results from my Sponsored TV campaign?
To help you measure your campaign’s performance in real time, advertisers have access to self-service measurements like branded searches and detail page views in the Amazon advertising console as well as the Amazon Advertising API. Furthermore, all Sponsored TV campaigns are retail aware so you don’t spend on TV when your advertised products are out of stock to help you maximize your marketing spend.
Sponsored TV signals are also on Amazon Marketing Cloud (AMC). Signals in AMC help advertisers better understand their Sponsored TV event-level signals, perform cross-media attribution analyses, measure the holistic performance of their sponsored ads campaigns, and have a deeper understanding of their customer journey over 12.5 months. All advertisers or partners with an AMC instance will have access to Sponsored TV insights.
Sources:
1 Subject to certain Amazon Ads’ policies and restrictions available here.
2-4 Amazon internal, US, Jan 2020 – Nov 2022. Insights based on average across 75K US Streaming TV creatives with at least 68K impressions per creative and are not a guarantee of future performance.