"On Monday, Amazon announced the launch of location-based interactive video ad units on Prime Video, which will allow small and local businesses to reach their target customer in specific geographic areas. The new format, which is already available through the Amazon DSP, reflects a wider within CTV to attract small businesses and local buyers. Aside from the obvious appeal of expanding Amazon's advertiser base, tapping into local communities has the added benefit of creating stronger relationships with consumers as well, said Jenn Donahue, director of local sales for Amazon Ads. "When I think about streaming TV," Donahue told AdExchanger, "I feel like it's made for that one-to-one relationship with the viewer, and so it becomes very personal.""
"Shop local? Amazon began rolling out shoppable ad overlays shortly after launching its Prime Video AVOD subscription tier last year, mostly for products that viewers could purchase directly through Amazon via an "add to cart" button. Just before upfronts this year, Amazon evolved its interactive offering with new features, such as contextual targeting and additional calls-to-action that invite consumers to engage outside of Amazon's ecosystem, such as "book an appointment" or "sign up today.""
"The location-based interactive ad formats also draw from Geographic Insights and Activation, another new part of the Amazon Ads local ad suite that taps into Amazon's first-party retail signals. AdExchanger Daily Get our editors' roundup delivered to your inbox every weekday. With these signals, businesses can dynamically customize their messaging across different geographical regions by state or ZIP code. Using Amazon's first-party data in this way will"
A new location-based interactive video ad unit on Prime Video enables small and local businesses to target customers in specific geographic areas. The format is available through the Amazon DSP and is designed to attract small businesses and local buyers within connected TV. Streaming TV supports one-to-one relationships with viewers, creating more personal consumer connections. Shoppable ad overlays and contextual targeting enable purchases via an add-to-cart button and calls-to-action that prompt actions like booking appointments or signing up. Geographic Insights and Activation use Amazon's first-party retail signals to let businesses customize messaging by state or ZIP code.
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