Amazon Ads has announced a three-year agreement with IPG Mediabrands to add its clients’ commercials on Prime Video from next year. Interpublic is the first company to reveal a partnership with Amazon Ads for this new plan.
With this collaboration, Amazon Ads will assist IPG Mediabrands’ clients to integrate their marketing strategies with worldwide Prime Video audiences. Under terms, Mediabrands will collaborate on plans for different sponsors, and give clients “first look” opportunities to test new models of ad formats. Additionally, Mediabrands’ advertisers will have access to Amazon shoppers’ data and viewing habits in order to plan their marketing strategies.
Alan Moss, vice president, global sales, Amazon Ads, said, “When we begin introducing limited ads into Prime Video shows and movies, Prime Video will be one of the largest premium ad-supported services in most countries where we operate. This means we can simultaneously offer brands unmatched reach and frequency to help them achieve their business goals.”
Thus, the brand plans on maintaining fewer ads compared to other streaming services and linear TV, while simultaneously aiming to provide advertisers with helpful avenues to reach audiences. This strategy will ensure frequent opportunities to customize messages. Furthermore, Prime members will get the option to subscribe to an ad-free version of Prime Video.
Speaking about the collaboration, Eileen Kiernan, global CEO, IPG Mediabrands, said, “Amazon’s latest offering brings a first-to-market opportunity for our clients to reach consumers at the category level in a comprehensive, scalable way-from culture and content to commerce and shoppable experiences. We are excited to serve as Amazon’s anchor partner as they bring Prime Video ads to life.”
Prime Video ads will initially roll out in the U.S., U.K., Germany, and Canada, soon followed by France, Italy, Spain, Mexico, and Australia later in the year. IPG Mediabrands will support all of these countries in 2024.
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