Credit: Thibault Penin via Unsplash
The bigger players were the first to take up advertising on Amazon Prime Video when released in Australia.
Amazon Prime Video started displaying advertising on the streaming platform in Australia mid last year.
Globally, Amazon's advertising is growing faster than its core business of online retailing. Amazon lifted advertising revenue 18% to $ 17.288 billion in the December quarter.
“From an advertising perspective, we're seeing incredible results for brands who participated at launch,” Willie Pang, general manager, Amazon Ads, told the Future of Television Advertising in Sydney.
“92% of Amazon Ads customers in Australia that bought Prime Video ads inventory in the first quarter following launch, went on to book further Prime Video advertising campaigns.
“We're very proud of our retail media DNA. That full funnel, the proposition around the full funnel at scale for everyone.
“It impacts the way we're placing advertising into the Prime Video environment. It impacts the way we're thinking about measurement, and it impacts the way we're deploying technology to make it easier.”
In Australia, the monthly average advertising-supported reach is more than 5 million.
"As we launched advertising at scale in this country, we've been pleased with a couple of things," Pang said. "One is the consumer reaction. Our number one principle is that we want to have meaningfully less ad load."
The first advertisers were mostly traditional large TV and video spenders, global multinationals and the major corporations.
The second group were what used to be performance driven advertisers that spend a lot of money in paid search and display, reaching up the funnel to spend on digital media.
Amazon was committed to Australian storytelling.
“Last night, we had the premiere of Narrow Road to the Deep North, starring who I think will be Australia's next superstar, Jacob Elordi,” Pang said.
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