Get a Quote

UK Launch of Amazon Sponsored TV Offers Fresh Advertising Opportunities

Amazon Expands Sponsored TV to the UK and Beyond
Amazon has launched Sponsored TV in the UK, Brazil, Mexico, and Canada, giving brands a new, accessible way to connect with audiences via a self-service ad platform available through Amazon’s Ad Console. Unlike Streaming TV ads—which require a minimum spend through Amazon DSP—Sponsored TV removes that barrier, making it a practical option for businesses of all sizes.

Understanding Amazon Sponsored TV
Sponsored TV enables advertisers to reach viewers on connected TVs using Amazon’s streaming services, including Twitch, Freevee, and Fire TV apps. Brands can deliver short video ads (up to 30 seconds) or static creatives during natural breaks in content. Depending on their campaign goals, advertisers can also opt for interactive ad formats. This approach allows both sellers and vendors to tap into Amazon’s broad, diverse streaming audience and engage customers directly on their TVs.

According to a recent eMarketer report, connected TV usage in the UK is expected to grow steadily over the next five years. This projected increase in viewership presents a significant opportunity for advertisers, enhanced by Amazon’s robust inventory, rich audience data, and detailed performance reporting.

Key Features and Benefits
Wide Reach and Seamless Integration: Sponsored TV ads tap into Amazon’s extensive first-party shopping and streaming data to precisely target audiences across its streaming platforms. They integrate smoothly with existing Sponsored Ads campaigns, making setup straightforward for advertisers.

Cost-Effective Entry Point: With no minimum spend required, Sponsored TV enables brands to test and refine their video advertising strategies without a large upfront investment.

Real-Time Performance Tracking: Advertisers can monitor branded search lift, impressions, and audience reach directly within the Amazon Ads console. Campaigns are retail-aware, helping to avoid spending on ads for out-of-stock products.

Sponsored TV vs. Streaming TV

  • Sponsored TV: Managed through Amazon’s Ad Console, no minimum spend, simple to set up—ideal for brands new to video advertising.
  • Streaming TV: Accessed via Amazon DSP, offers more extensive inventory and customization, but requires a minimum spend of around £50,000 per campaign.

Best Practices for Sponsored TV Campaigns

  • Audience Targeting: Begin by selecting around five audience segments to gather data for optimization.
  • Budget Strategy: Start with a modest bid to test delivery and adjust based on performance.
  • Creative Guidelines: Incorporate a mix of visuals, music, and on-screen text. Featuring live talent and concluding with a strong call-to-action can improve engagement.

Getting Started with Sponsored TV

  1. Register with Amazon Ads to get started.
  2. Launch a Campaign: Select Sponsored TV, configure your campaign settings, and upload your video creative.
  3. Submit for Review: Allow up to 72 hours for Amazon to review and approve your ad.

Sponsored TV provides a valuable opportunity for brands to expand their presence and connect with audiences through connected TV. Its accessible setup and robust targeting options make it an effective tool for reaching viewers across the UK.

For more guidance, watch Amazon’s Sponsored TV webinar.

Looking for more support? The eStoreScout team is here to assist you in navigating the setup process and fine-tuning your campaigns for the best results. Contact us today!

Boost your Amazon selling strategies by exploring our blog. We provide valuable insights on everything from optimizing your product listings to utilizing Amazon’s advertising tools for greater visibility.