Amazon shopping data will be layered into Netflix inventory for advertisers to tap into and at the same time, the e-commerce giant launches a new tool to boost interactivity on CTV ads.
Amazon data is set to become available for advertisers within Netflix Inventory, as the e-commerce giants sets its sights on connected TV (CTV) ad buying domination.
Due to come in from 18 May, this will allow advertisers to layer the shopping data provided by Amazon on to Netflix inventory using the Amazon DSP.
This follows on from earlier plans from Netflix to use Amazon to expand its ad suite, which combines Amazon’s extensive ad data with Netflix’s broad and engaged audiences.
Trillions of signals from browsing, shopping, and streaming information help advertisers reach Netflix viewers in more effective ways. Behavioural and purchase data from Amazon will be used grow Netflix’s advertising capabilities in streaming, having previously relied on third-party data partners for targeting and attribution.
“We’re delighted to enter into this partnership with Netflix, enabling brands to reach their subscribers and extensive library of premium content with Amazon DSP,” said Paul Kotas, senior vice president at Amazon Ads. “Our goal is to remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads.”
This expanded partnership comes at a time when Netflix is bolstering its sports portfolio with live coverage of major tournaments and leagues. The streaming giant now has long-term deals to broadcast selected NLF and MLB games, WWE, Formula 1 and the women’s FIFA World Cup in the US.
This move has attracted sportsbooks to advertise on Netflix, including FanDuel and DraftKing.
Amazon tool makes CTV ads interactive
Alongside the integration with Netflix, Amazon has also launched a new product – Dynamic TV Creative.
This new offering – aimed at helping US advertisers across FMCG and electronics verticals – could help advertisers customise an ad’s interactive capabilities based on the stage a consumer is in their purchase journey, utilising deterministic signals from shopping data and Amazon’s household graph.
As result, Amazon hope it can boost engagement and make personalisation more effective. For example, a customer watching a brand’s TV ad for the first time might be shown a different call-to-action than one who already uses the brand.
The differences will be subtle, only adjusting the on-screen and interactive copy such as calls to action, buttons, headlines – rather than radical changes to the ad itself.
“Not only does it help advertisers create a better ad each time, it also reduces viewer ad fatigue,” said Fabrice Rousseau, director of advertising experiences at Amazon. “Because they see different ads, which increases engagement.
“We think our tech is the future. Every CTV ad will be interactive in the near future.”
