A launch announcement came on Halloween, but it wasn’t until November 10 that it gained widespread attention — and a watchful eye — from the broadcast media industry. One of the “Big Tech” Goliaths has introduced location-based interactive video ads on its platform.
Location-based interactive video ads are now available on Amazon’s Prime Video OTT offering, enabling advertisers to tailor their national TV commercials with location-specific content including local pricing, nearest dealership information, or local agent details.
“This feature allows advertisers to transform a single TV commercial into thousands of variants based on ZIP codes or tens of variations based on states without creating multiple creative assets,” Prime Video shared.
Advertisers can customize both messaging and clickthrough URLs for their ads through the Amazon DSP Video template.
While Amazon Prime Video calls it a marketer “solution,” it could bring a new headache to broadcast television, which is still building out streaming video and Free Ad-Supported Streaming Television (FAST) channels that can bring in the dollars associated with addressable advertising. For Radio, the challenge is doubly concerning, as it includes video and ZIP code-based targeting.
In Prime Video’s words, the offering addresses “a critical challenge faced by national advertisers who invest in TV advertising but struggle to effectively communicate their local value proposition. The solution not only enhances creative efficiency but also delivers a more relevant viewing experience for Prime Video’s audience, bridging the gap between national campaigns and local relevance.”
The feature is available exclusively in North America at this time.
Who can use it?
Managed Service and Self-Service advertisers except advertisers that that have opted in to restrictions on the use of demographic signals via the “Additional Restrictions: Only use Amazon audiences without demographic signals” checkbox in Advertiser settings. This is only available for 1PAS video creatives.
Where can one access it?
- Managed Service ADSP; Self Service Unified ADSP
