Amazon Introduces Local TV Advertising on Prime Video

Amazon has introduced a new advertising feature on Prime Video, allowing brands to run location-based interactive video campaigns. This new format, called Interactive Video Ads, enables national brands to create campaigns with localized messaging, reaching viewers based on their geographical location.

This announcement was made at Amazon’s “UnBoxed” event, highlighting the company’s effort to help local businesses connect with consumers through their streaming service. The goal is to offer a seamless way for brands of all sizes to launch campaigns with the simplicity of a national ad buy while targeting users based on their location.

Traditionally, local advertising has been dominated by television and radio broadcasters, but with the shift towards connected platforms, brands are seeking personalized and targeted advertising options that offer a higher return on investment. With Interactive Video Ads, brands can tailor their creative to specific regions, allowing viewers to engage with the content in real time with features like “Send to Phone” or “Sign Up Today.”

Amazon emphasizes that this new format combines the wide reach of traditional television with the precision of digital media, creating a more relevant and measurable experience for both consumers and advertisers. In addition, Amazon’s suite of local advertising tools, including Geographic Insights and Activation (GIA), helps advertisers optimize campaigns for regional performance.

For example, pet-food brand Purina saw significant results using GIA, including a 300 percent increase in new-to-brand page views and improved cost-effectiveness in reaching new customers. Amazon’s UnBoxed conference, where this feature was announced, is scheduled to take place in Nashville until November 12.

Overall, Amazon’s introduction of Interactive Video Ads on Prime Video showcases their commitment to providing brands with innovative and effective advertising solutions to engage with consumers in a more personalized and actionable way.