Amazon Prime Video launches its ad tier in Australia today, with Australians being shown ads on the streamer unless they upgrade to the tier without advertising. In Australia, the upgrade will cost users an extra $2.99 per month.
According to Paul Kent , managing director and co-founder of Deep Media , the launch of advertising on Prime Video “is a smart decision given that 30% of subscriber households shopped on Amazon within the last month.” “By combining Prime Video’s premium content with Amazon’s powerful first-party targeting and ad tech capabilities, brands can now achieve significant reach and engagement. “In addition, where this could become particularly disruptive is by being able to tie back to e-commerce/retail metrics in a traditionally hard to track area like Streaming TV, which for so long has mostly been used similar to TV with basic awareness and reach goals,” Kent added.
Paul Kent Amazon announced the launch of its ad-tier in November last year, with plans to launch in the U.S., U.
K., Germany, and Canada in January, with Australia, France, Italy, Spain and Mexico to follow later in the year. At the time, Amazon said the aim was “to have meaningfully fewer ads than linear TV and other streaming TV providers while simultaneously offering advertisers reach, frequency, and opportunities to tailor messages.
” This strategy of fewer ads won’t be a hurdle for advertisers, however, with Kent saying it will work for both brands and consumers. “Ama.