New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Amazon’s OTT offering helps in understanding user behaviour and reaches users when and where it matters the most.

The author states that Amazon OTT stands out from its counterparts due to its wealth of customer data. According to the article, over 100 million Prime members have access to Prime Video, thus facilitating marketers to target large consumer groups with premium video inventory.

On Amazon’s OTT, marketers can reach “hyperengaged” audiences through first-party data and real-time intent. They can manage more strategic budgets which don’t require advanced spend commitment, thereby allowing auction-based purchasing and maximising each media buy’s effectiveness.

With the unique video conquesting feature on Amazon OTT, brands can create and target users who have viewed a competitor’s product. Further, marketers across industries can take advantage of the “readiness and transactional impact” of Amazon’s customer base.

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[2 minute read]

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