各大品牌不应忽视亚马逊Prime会员的广告推送
在过去的一年左右, much of the conversation surrounding connected TV 广告 has been focused on many of the giant, 一次性无广告玩家 HBO, 网飞公司, 迪斯尼+ — gradually (perhaps grudgingly) opening the door, just a crack, to 广告.
亚马逊 just leapfrogged all three and may have quietly become one of the most important sellers of TV 广告 overnight. In fact, 亚马逊 may suddenly be positioned to reinvent TV 广告 altogether. 亚马逊 isn’t adding an ad-supported tier as one of many subscription products, e.g., an offering that might appeal to a smaller group of cost-conscious consumers. 而, shopping giant has elected to make ad-supported Prime the core video product, creating what I estimate to be a 100 million-user 广告 machine out of the gate. That’s because Prime Video subscribers will now automatically default into a new ad tier unless they choose to pay an additional $2.每月99美元来维持他们的无广告体验. 我想大多数人不会. 因为那个开关, 亚马逊 is set to define CTV 广告 in ways I think many in the industry still haven't fully wrapped their heads around.
首先，让我们做一些粗略的计算:
根据 尼尔森2023年12月调查报告其中，亚马逊Prime会员占3%.占电视和流媒体观看总时间的3%，而这一比例为8%.YouTube占5%，7%.7%是网飞公司, 2%是网飞公司.为6% Hulu. 如果我们看一下订阅者的数量， YouTube 大约有1.25亿中央电视台观众(在中央电视台之外还有10亿观众), 网飞公司拥有2.4亿用户, Hulu有5000万用户.
我们知道亚马逊有2亿多Prime会员. 然而, many of these people are there not for Prime Video viewing but simply for the Prime ecommerce benefits (e.g.，免运费). So, 如果你看看订阅者和观众之间的典型关系, I estimate Prime has about 75-100 million active streaming viewers — all of whom, 默认情况下, 会看广告，除非他们额外付费.
如果你不相信我的话，美国银行 预测 大约30%的Prime会员将额外支付2美元.每月99美元，没有广告. 这意味着在7500万到1亿观众中，约有70%会看到广告, 所以广告层至少有五七千万观众.
根据 亚马逊内部数据, ad-supported 亚马逊 Prime Video will reach approximately 115 million monthly viewers in the U.S. 独自一人. 虽然这一估计看起来相当乐观(或许有些夸大), 不管怎样，切片, 亚马逊 will shortly have a sizable number of viewers regularly viewing ads on Prime, 哪些应该引起营销人员的注意.
在竞争中脱颖而出
让我们试着把它放在电视市场的背景下.
For example, I predict that 亚马逊 Prime will soon be bigger than Hulu regarding revenue.
想想看. 虽然网飞公司和其他公司窃取了最近的大部分炒作, Hulu长期以来一直是CTV广告的黄金标准. The service, which is majority-owned by Disney, has been in the market since 2008! Its mix of high-quality premium TV shows and movies and an excellent user experience has made Hulu a no-brainer for most TV advertisers.
对于亚马逊Prime来说，一举超越Hulu将是一个不小的壮举. 它会让电视世界的其他人坐直了腰.
同时, if there’s one CTV player that would seem to be able to top any competitor in sheer reach and inventory, 这是YouTube. While the Alphabet-owned video property has had to fight a long battle to be considered as “premium” as legacy TV,re’s been little doubt that YouTube is unmatched in its ability to produce ad avails, 考虑到它的用户和使用时间被计算在内 数以十亿计.
That’s why 亚马逊 Prime’s near-instantaneous ability to gain up to 70 million ad tier viewers — allowing it to compete with YouTube for view time — would be stunning and not to be underestimated.
Consider that Insider Intelligence 预测 that Prime will end 2024 in the third spot in terms of ad spend by a streaming service with $3.130亿美元，仅次于Hulu和YouTube(130亿美元).84美元和3美元.290亿美元).
这将改变游戏规则.
重新思考电视广告的意义
我们不要忘记, 不像其他顶级CTV服务, 亚马逊 Prime already has a piece of the most valuable content in all of media, i.e., 国家橄榄球联盟的周四晚间橄榄球节目. +, 因为该公司希望拯救Bally体育公司免于破产, Prime可能会有稳定的收视率和来自足球的广告收益, 美国职业棒球大联盟, NBA等等.
看看为什么电视行业应该在这里俯身?
这是在我们了解亚马逊令人难以置信的购物潜力之前. 我之前提到，Prime的举措可能会重塑电视广告的整体格局. 这听起来可能很夸张. 然而,, think about how 亚马逊 has already revolutionized how we shop and the fact that it boasts of the richest pool of shopping data on earth. 在电视上, company has already been testing different variations of video ads that drive people to take action, 比如扫描二维码, 使用语音将商品添加到购物车中, or to simply check out current items via their phones while watching 国家橄榄球联盟 games. 但要使电子商务成为主流习惯，还有很长的路要走. 如果有人能做到这一点，我打赌是亚马逊.
彭博 reported that 亚马逊 is testing a tool that zaps “inaudible tones from a product promotion to a viewer’s smartphone.“预计在这方面会有更多的实验和创新. +, 正如彭博社指出的那样, more TV commerce ads could bring more mid-tail and direct-to-consumer 广告 to Prime, 这可能会进一步提高收入. 虽然亚马逊可以而且应该成为电视预付费市场的主要参与者, 它明智地保持了合理的定价, 希望创造广阔的市场.
Some marketers might complain as 亚马逊 is requiring Prime ads to be bought directly in the 亚马逊 DSP, 但这对公司来说是明智之举. 通过迫使营销人员使用亚马逊的广告堆栈, it has the potential to shift ad budgets to 亚马逊 on all devices and formats, 不仅仅是流媒体, 由于全渠道活动执行的吸引力.
事实上，为了让项目顺利开展， 亚马逊和IPG have entered into a three-year deal to run 广告 through Prime for IPG clients. IPG每年管理着超过470亿美元的全球媒体支出. 像这样, 亚马逊 should have very little effort filling the sudden influx of ad slots on their newly minted ad-supported viewers.
流媒体需要流媒体
当然，也有一些需要注意的事项.
亚马逊 Prime Video is not the nightly default for many viewers like 网飞公司, YouTube, or even TikTok 已经成为. 虽然它有一些热门节目，比如 男孩们它的阵容并不深. 它需要更多的热点和频繁的点击. 简单地说, to generate all the ad inventory we expect - 亚马逊 needs people not just to check in on Prime, 而是要多看. +, 亚马逊 has promised “meaningfully fewer” ads than what traditional TV and other ad-supported streaming services are currently forcing consumers to watch. 其他流媒体服务每小时播放4分钟以上的广告, 因此，从理论上讲，网飞公司应该播放的内容比这少一些. 因此，亚马逊需要大量的观看时间来弥补其较轻的广告负荷. 与此同时，它拥有令人羡慕的电影库 近1.2万部电影，而网飞公司只有4000部, 得益于几年前对米高梅的收购. Prime应该想办法显著提升这种深度. 这就是国家橄榄球联盟，以及潜在的更多当地体育项目应该提供帮助的地方
整体, 我相信到2024年底, 亚马逊将比任何其他流媒体服务产生更多的广告收入. Prime Video is a lodestone for marketers, for the 60-years old TV ad business at large.
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[编者注:这是来自 Lotame. 流媒体 accepts vendor bylines based solely on their value to our readers.]
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