Are you a fan of Amazon? Well, get ready to be even more impressed as we delve into how Amazon Ads connects with fans through targeted ad messages. In a compelling panel discussion titled “Embrace the Power of Fandom to Connect Content and Commerce,” Alexys Coronel, head of U.S. entertainment and telecommunications at Amazon Ads, sat down with Andrew Wallenstein, Variety Intelligence Platform president and chief media analyst. They discussed how brands can truly resonate with fans, especially in light of Prime Video’s transition to an ad-supported service.
Building Lasting Connections
According to Coronel, once you capture a fan’s interest, the key is to constantly nurture the connection. She offered a vivid example from the 2018 blockbuster franchise “Jurassic World,” where toy sales failed to take off in the first two weeks despite a massive box office opening. The reasons behind this were twofold: planning challenges that delayed the release of the toys and a lack of collaborative marketing efforts. Amazon Ads has since learned from this experience and now prioritizes collaboration across all marketing ventures.
The Power of Fandoms
Data from a recent survey conducted by Harris Insights & Analytics revealed that fans engage with an average of 10 franchises, while family fans, who encompass the interests of multiple family members, engage with an average of 12 franchises. Coronel emphasized the importance of loyalty, stating that customers reward the brands and fandoms they truly love.
Prime Video’s Ad-Supported Future
In the era of streaming services, Prime Video is making a significant move by introducing an ad-supported option. Coronel disclosed that Amazon’s goal is to deliver a staggering 115 million unique viewers to their U.S. advertiser community. This means that unless you opt out, you can expect to enjoy compelling ad experiences within Prime Video.
To illustrate their targeted approach, Coronel mentioned that different customer segments watching Prime Video’s Thursday Night Football will receive tailored ad messages. Whether you’re a current subscriber, a former subscriber who needs convincing, or someone who hasn’t engaged yet, Amazon Ads will deliver an ad experience based on your unique profile.
Fascinating, isn’t it? Amazon Ads truly understands the power of connecting with fans in a meaningful way. With their strategic collaborations and personalized ad campaigns, they ensure that fans feel valued and appreciated. So, the next time you’re watching your favorite show on Prime Video, pay attention to the ad messages that come your way. They might just be tailored especially for you!
Find out more about Amazon’s fan-centric strategies on F5mag.com.