Amazon Ads has announced a significant update to its Sponsored TV feature, introducing brand store support for campaigns in the United States. This new capability offers vendors and registered brand owners more flexibility and control over their ad linking strategies.
Key features of the update
Brand Store Integration: Advertisers can now link Sponsored TV ads to specific pages within their brand stores, moving beyond the previous limitation of ASIN detail pages.
Interactive Ad Formats: When eligible, these ads can feature QR codes or interactive elements that viewers can engage with using their remotes.
Email Follow-up: Viewers interacting with ads via remote will receive an email containing a link to the advertiser's specified brand store page.
Automatic Implementation: The interactive ad formats are turnkey and require no additional action from advertisers meeting eligibility criteria.
Expanded Asset Utilization: This update allows for more efficient use of advertising assets, especially those featuring multiple ASINs or size-intensive categories like shoes.
Benefits for advertisers
- Greater Flexibility: Advertisers are no longer limited to linking to single ASIN pages, reducing the need for manual ad creation when products go out of stock.
- Enhanced Brand Exposure: By linking to brand store pages, advertisers can showcase a broader range of products and brand information.
- Improved User Experience: Viewers gain easier access to comprehensive brand information and product ranges.
This update represents Amazon's ongoing efforts to enhance its advertising platform, providing more sophisticated tools for brands to engage with potential customers through television advertising. The brand store support for Sponsored TV is currently available only in the US market.
