How streaming devices are changing the game in CTV advertising
Amazon Ads and Fire TV are accelerating the shift of ad budgets from legacy cable and broadcast to streaming TV.
Advertisers across industries know that connected TV is the place to be as more and more customers cut the cord on traditional TV and shift to streaming. But there’s more to the medium than meets the eye.
CTV is no longer a pure awareness play. Innovative video ad opportunities now allow brands to extend their reach and drive meaningful outcomes across the advertising funnel. Leading the way are streaming devices, such as Amazon's Fire TV, which help advertisers break through the cluttered TV space to grab customers’ attention—and shopping dollars.
This custom interactive report from Ad Age Studio 30, Amazon Ads and Fire TV offers an in-depth look at the current streaming TV landscape and the innovative features Amazon gives advertisers.
present
CTV: A Red-hot Trend Caught In A Cluttered Environment
For the growing world of CTV advertising, 2024 has been the biggest year yet. Cord-cutting drives CTV adoption, which is no longer the exception but the norm. CTV now accounts for about one-third of the spending advertisers allocate to CTV and linear, up from one-tenth in 2019.1
U.S. CTV ad spending will increase by 19% to $29 billion in 2024 and continue growing by double digits annually through 2027.
However, the CTV space is fragmented and its capabilities are underutilized. Most advertisers have used the channel for awareness campaigns because it provides effective reach and frequency. But CTV presents a massive opportunity to reinvent the consumer journey at a time when customers are browsing, shopping and consuming content in a way they never have before.
CTV builds a solid foundation for omnichannel campaigns that produce a halo effect in other channels, like social media.
CTV provides more relevant ad experiences than linear TV, thanks to its rich audience insights.
CTV uses enhanced measurement and insights capabilities.
CTV moves beyond top-of-funnel metrics to drive actual sales.
The benefits of CTV With the advent of interactive video ads, viewers can now click on a button to get more information or make a purchase, making CTV more performance-driven and full-funnel.
—Charlotte Maines, director of Fire TV business and devices advertising, Amazon
Fire TV is the world’s most popular streaming media player family, with over 200 million devices sold worldwide.4 Viewers stream billions of hours of content on these Amazon-built devices every month. With interactivity and the Amazon universe of customer insights, advertisers can use Fire TV to drive relevant, full-funnel efforts.
Relevance makes Fire TV great for customers; prominence makes it great for advertisers.
Fire TV offers relevant ads that complement the content viewers enjoy, while allowing advertisers to drive incremental reach, awareness, consideration and purchase at scale. Fire TV has strategically positioned prominent placements that enhance the viewer’s experience by seamlessly integrating with the TV’s home screen, catching users who might not watch ad-supported content. Media buyers appreciate that Fire TV ads are thoughtfully integrated throughout the viewing journey, offering connected commerce and interactive captions that enhance their overall entertainment experience. Fire TV offers customers a seamless experience, allowing them to easily discover and purchase products while enjoying their favorite content.
“Fire TV is an essential part of any comprehensive CTV advertising strategy. When paired with other streaming TV ads, Fire TV drives incremental reach and heightened brand awareness that can't be achieved through traditional TV advertising alone. With exclusive access to high-impact, innovative ad placements, Fire TV allows brands to reach and engage customers in fresh, interactive ways.”
—Charlotte Maines, director of Fire TV business and devices advertising, Amazon
Delivering More Innovative CTV Ad Formats
Fire TV’s high-impact ad formats create additional touchpoints and opportunities for brands to enhance their CTV reach and full-funnel marketing efforts. These include:
Inline Banner
Streaming TV Ads
Screensaver
Feature Rotator
First-party signals
Use first-party signals to create relevant ad experiences for customers from when they turn on their Fire TV to when they turn it off.
Place premium ads in locations that enhance the customer viewing experience on the largest screen in the house.
Reach audiences when they power up their Fire TV, browse for content, watch their favorite shows, or even take a break from streaming.
Offer the ability to leverage retail insights from Amazon.com that link upper-funnel media investment to lower-funnel impact—even if the brand doesn’t sell on Amazon.
Enable viewers to click on these ads to get more information or seamlessly make a purchase, helping advertisers connect with customers at any point in the purchase funnel in a way that linear ads cannot.
Captures viewers’ attention with video ads that autoplay when they power up their Fire TV, so it’s the first thing they see before they start streaming
Reaches every Fire TV customer no matter what they end up watching
Has strong performance with a 90% video completion rate
Offers a variety of engaging destinations and overlays to help convert awareness to action, such as click-to-video, shoppable ads, QR codes, or custom experiences
On average, campaigns that included Fire TV ads and Prime Video ads saw a lift across critical metrics:11
50%
CPM efficiency grew by
(CPM dropped 50%)
ROAS increased by
1.3X
The detail page view rate/website view rate and purchase rate rose by
10%
Advertisers across industries are seeing great success using a holistic CTV strategy that incorporates Fire TV ads into streaming TV ad campaigns. This enables them to reach CTV audiences at scale as they browse for and enjoy premium content.
Here are case studies for tourism board Travel Texas, QSR franchise Subway, and skincare brand CeraVe, as well as key benefits of advertising on Fire TV.
Case Studies: Fire TV Use Cases Across Industries
Objective: Travel Texas aimed to increase awareness and consideration for leisure travel by non-Texans to Texas.
Solution: The brand leveraged Amazon Ads connected TV solutions by combining streaming TV ads with Fire TV ads (Feature Rotator, Screensavers and Inline Home) and rewarded watchlist content sponsorship.
+135%
incremental reach by combining Fire TV ads and streaming TV ads vs. streaming TV ads alone, with only a 14% audience overlap.11
16K+
hotel bookings from customers exposed to Fire TV ads, representing 45% of the overall hotel bookings.13
+4.4%
brand awareness increase—2.5x above the Lucid Brand Lift Study's average travel and tourism benchmark for awareness.12
Travel Texas drove incremental reach, awareness and bookings
“Fire TV is a critical part of advertisers’ CTV/video buys and offers a unique opportunity to help brands drive incremental reach and awareness at scale. The most prominent placement on the Fire TV home screen, the Fire TV Feature Rotator they see when they turn on their TV, provides new video ad opportunities to all advertisers in all verticals, extending reach beyond in-stream video ads and generating brand outcomes across the funnel. We’re excited to help continue to drive the future of CTV with our advertisers and the industry at large.” —Charlotte Maines, director, Fire TV business and devices advertising
To learn more about these new features, visit Amazon Ads' Fire TV website
Click into the next era of CTV
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.
About
Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful results. With hundreds of millions of active customer accounts worldwide, and first-party insights based on shopping, streaming and browsing signals, brands can craft relevant campaigns that enhance customer experiences. Solutions on Amazon.com, devices like Fire TV, Fire Tablet and Echo Show, services like Prime Video, Twitch, Freevee, Alexa, Amazon Music, and partnerships with third-party publishers and exchanges make Amazon Ads an amplifier for brands to reach customers wherever they spend time.
About
Extend the CTV video strategy with the Fire TV Feature Rotator
Offer the ability to leverage retail insights from Amazon.com that link upper-funnel media investment to lower-funnel impact—even if the brand doesn’t sell on Amazon.
Enable viewers to click on these ads to get more information or seamlessly make a purchase, helping advertisers connect with customers at any point in the purchase funnel in a way that linear ads cannot.
Reach audiences when they power up their Fire TV, browse for content, watch their favorite shows, or even take a break from streaming.
Place premium ads in locations that enhance the customer viewing experience on the largest screen in the house.
Use first-party signals to create relevant ad experiences for customers from when they turn on their Fire TV to when they turn it off.
Premium ads
Reach audiences
Enable viewers to click
Leverage retail insights
1. eMarketer, May 2024
2. eMarketer, March 2024
5. Kantar and Amazon Ads Connected Consumers Study 2023
6. Nielsen Total Media Fusion, Total Universe 18+, US, July, 2023 7. Nielsen Total Media Fusion, Total Universe 18+, US, Jan, 2024
8. Amazon internal data, US, average over Nov-23, Dec-23, and Jan-24.
11. Internal Amazon Data, US, Jan – Mar 2024
11. Amazon internal data, US, 11/1/23-3/31/24
12. Lucid Brand Lift Study, US, 11/1/23-3/31/24
13. Adara, US, 11/1/23-3/31/24
15
3. Innovid, The CTV Advertising Insights Report 2024
4. Amazon internal data, WW, 2023
9. Internal Amazon Data, US, Jan. – March 2024
90% video completion rate
Inline Banner
2
With an engagement rate of 3.4%, interactive CTV ads deliver 7x the engagement of standard video ads.
3
Adding A Spark To Your CTV Campaigns
According to an internal Kantar and Amazon Ads Connected Consumers Study, viewers who use connected TVs like Fire TV or other connected devices are younger and have more purchasing power than general consumers. Compared to the general population, these connected consumers are more likely to:5
Have a household income over $100,000 (+5%)
Be parents (+9%)
Have at least a bachelor's degree (+7%)
Be 18-34 years old (+7%)
Plus, Fire TV has a unique audience compared to other devices in market. The stats below showcase Fire TV’s audience overlap with other devices.
+7%
+12%
+24%
6
+12%
7
Customers in the U.S. are highly engaged with Fire TV, spending an average of 4.3 hours daily on their devices.
8
When added to Prime Video ad campaigns, Fire TV ads provided an average of more than 2x incremental reach with only a 3% overlap in the audience.
9
Results:
Feature Rotator
Screensaver
“We believe it’s important to look at all audience connection points surrounding CTV. This, of course, includes streaming ads but also more custom and interactive units that you can get from Fire TV. We have been thrilled to see the incremental reach achieved for Travel Texas to inspire more trips.”
—Heather Hager, Director of Media Services, Proof
These Fire TV ads are advantageous to advertisers across industries because they:
Use first-party signals to create relevant ad experiences for customers from the moment they turn on their Fire TV to the moment they turn it off.
Place premium ads in locations that enhance the customer viewing experience on the largest screen in the house.
Reach audiences when they power up their Fire TV, browse for content, watch their favorite shows or even take a break from streaming.
Enable viewers to click on these ads to get more information or seamlessly make a purchase, helping advertisers connect with customers at any point in the purchase funnel in a way that linear ads cannot.
Offer the ability to leverage retail insights from Amazon.com that link upper-funnel media investment to lower-funnel impact—even if the brand doesn’t sell on Amazon.
Subway boosted incremental reach and QR code scan rate
Objective: Subway had been running streaming TV ads with Amazon Ads and wanted to test a new way to drive incremental reach and consideration for their “Subway in the Sky” sweepstakes.
Solution: Amazon Ads helped Subway launch their first-ever Fire TV ads campaign through high-impact and immersive placements, including Feature Rotator, Inline Banner and Screensaver. In addition, by leveraging Fire TV's custom landing page, Subway became the first QSR brand to promote QR code-enabled sweepstakes within the Fire TV Feature Rotator.
+93%
incremental reach to Subway’s streaming TV ads campaign.
6%
QR code scan rate (QR code scan rate = number of QR code scans/number of Fire TV landing page views).
+6.8%
overlap between Fire TV audiences and streaming TV audiences.
Only
Results:
14
14. Amazon Internal Data; Campaign Overlap report period 9/12/2023 – 10/1/2023
Inline Banner
Feature Rotator
Screensaver
Objective: After running an always-on national media strategy focused on streaming TV (STV) with Amazon for years, CeraVe wanted to drive incremental reach as their business grew.
Solution: CeraVe worked with Amazon Ads to launch their first Fire TV ads campaign using high-impact Inline Banner ads and STV, eventually testing the Feature Rotator and Prime Video Ads alongside STV.
+93%
+111%
15
incremental reach to their STV and Prime Video ads.
78%
16
of incremental sales for CeraVe Moisturizer.
higher total detail page view rate than other ad types.
Only
CeraVe achieved outsized results with Fire TV + streaming TV
Results:
15 Amazon Internal Data, Q1 2024
16 NCS, Q1 2024
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.
Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful results. With hundreds of millions of active customer accounts worldwide, and first-party insights based on shopping, streaming and browsing signals, brands can craft relevant campaigns that enhance customer experiences. Solutions on Amazon.com, devices like Fire TV, Fire Tablet and Echo Show, services like Prime Video, Twitch, Freevee, Alexa, Amazon Music, and partnerships with third-party publishers and exchanges make Amazon Ads an amplifier for brands to reach customers wherever they spend time.
About
About
“Fire TV is a critical part of advertisers’ CTV/video buys and offers a unique opportunity to help brands drive incremental reach and awareness at scale. The most prominent placement on the Fire TV home screen, the Fire TV Feature Rotator they see when they turn on their TV, provides new video ad opportunities to all advertisers in all verticals, extending reach beyond in-stream video ads and generating brand outcomes across the funnel. We’re excited to help continue to drive the future of CTV with our advertisers and the industry at large.” —Charlotte Maines, director, Fire TV business and devices advertising, Amazon
To learn more about these new features, visit Amazon Ads' Fire TV website
Click into the next era of CTV
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.
Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful results. With hundreds of millions of active customer accounts worldwide, and first-party insights based on shopping, streaming and browsing signals, brands can craft relevant campaigns that enhance customer experiences. Solutions on Amazon.com, devices like Fire TV, Fire Tablet and Echo Show, services like Prime Video, Twitch, Freevee, Alexa, Amazon Music, and partnerships with third-party publishers and exchanges make Amazon Ads an amplifier for brands to reach customers wherever they spend time.
About
About
“Fire TV is a critical part of advertisers’ CTV/video buys and offers a unique opportunity to help brands drive incremental reach and awareness at scale. The most prominent placement on the Fire TV home screen, the Fire TV Feature Rotator they see when they turn on their TV, provides new video ad opportunities to all advertisers in all verticals, extending reach beyond in-stream video ads and generating brand outcomes across the funnel. We’re excited to help continue to drive the future of CTV with our advertisers and the industry at large.” —Charlotte Maines, director, Fire TV business and devices advertising
To learn more about these new features, visit Amazon Ads' Fire TV website
Click into the next era of CTV
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.
Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful results. With hundreds of millions of active customer accounts worldwide, and first-party insights based on shopping, streaming and browsing signals, brands can craft relevant campaigns that enhance customer experiences. Solutions on Amazon.com, devices like Fire TV, Fire Tablet and Echo Show, services like Prime Video, Twitch, Freevee, Alexa, Amazon Music, and partnerships with third-party publishers and exchanges make Amazon Ads an amplifier for brands to reach customers wherever they spend time.
About
About
“Fire TV is a critical part of advertisers’ CTV/video buys and offers a unique opportunity to help brands drive incremental reach and awareness at scale. The most prominent placement on the Fire TV home screen, the Fire TV Feature Rotator they see when they turn on their TV, provides new video ad opportunities to all advertisers in all verticals, extending reach beyond in-stream video ads and generating brand outcomes across the funnel. We’re excited to help continue to drive the future of CTV with our advertisers and the industry at large.” —Charlotte Maines, director, Fire TV business and devices advertising
To learn more about these new features, visit Amazon Ads' Fire TV website
Click into the next era of CTV
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TRENDS
CTV CAMPAIGNS
AD FORMATS
CASE STUDIES
NEXT ERA TV
TRENDS
CTV CAMPAIGNS
AD FORMATS
CASE STUDIES
NEXT ERA TV
The Feature Rotator—the most prominent placement on Fire TV's home screen—offers a new video-forward ad experience available to all verticals that:
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.
Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful results. With hundreds of millions of active customer accounts worldwide, and first-party insights based on shopping, streaming and browsing signals, brands can craft relevant campaigns that enhance customer experiences. Solutions on Amazon.com, devices like Fire TV, Fire Tablet and Echo Show, services like Prime Video, Twitch, Freevee, Alexa, Amazon Music, and partnerships with third-party publishers and exchanges make Amazon Ads an amplifier for brands to reach customers wherever they spend time.
About
About
Brands and advertisers across industries are seeing great success using a holistic CTV strategy - incorporating Fire TV ads into streaming TV ad campaigns, which enables them to reach CTV audiences at scale as they browse for and enjoy premium content.
Here are case studies for tourism board Travel Texas, QSR franchise Subway, and skincare brand CeraVe, as well as key takeaways of the benefits of advertising on Fire TV.
Case Studies: Fire TV Use Cases Across Industries
“Fire TV is a critical part of advertisers’ CTV/video buys and offers a unique opportunity to help brands drive incremental reach and awareness at scale.
The most prominent placement on the Fire TV home screen, the hero banner viewers see when they turn on their TV, provides new video ad opportunities to all advertisers in all verticals, extending reach beyond in-stream video ads and generating brand outcomes across the funnel. We’re excited to help continue to drive the future of CTV with our advertisers and the industry at large.” —Charlotte Maines, Director of Fire TV Business & Devices Advertising, Amazon
To learn more about these new features, visit Amazon Ads' Fire TV website
Enter the next era of CTV
Objective: After running an always-on national media strategy focused on streaming TV (STV) with Amazon for years, CeraVe wanted to drive incremental reach as their business grew.
Solution: CeraVe worked with Amazon Ads to launch their first Fire TV ads campaign using high-impact Inline Banner ads and STV, eventually testing the Feature Rotator and Prime Video Ads alongside STV.
Results:
+35%
15
15
16
incremental reach to their STV and Prime Video ads.
78%
of incremental sales for CeraVe Moisturizer.
+111%
higher total detail page view rate than other ad types.
CeraVe: Achieved outsized results with Fire TV + streaming TV
Objective: Subway had been running streaming TV ads with Amazon Ads and wanted to test a new way to drive incremental reach and consideration for their “Subway in the Sky” sweepstakes.
Solution: Amazon Ads helped Subway launch their first-ever Fire TV ads campaign through high-impact and immersive placements, including Feature Rotator, Inline Banner, and Screensaver, putting the brand front and center throughout the viewer’s journey. In addition, by leveraging Fire TV's custom landing page, Subway became the first QSR brand to promote QR code-enabled sweepstakes within the Fire TV Feature Rotator.
Results:14
+93%
incremental reach to Subway’s streaming TV ads campaign.
6%
QR code scan rate (QR code scan rate = number of QR code scans/number of Fire TV landing page views).
+6.8%
overlap between Fire TV audiences and streaming TV audiences.
Only
Subway: Boosted Incremental Reach And QR Code Scan Rate
Extend the CTV video strategy with the Fire TV Feature Rotator
The Feature Rotator—the most prominent placement on Fire TV's home screen—offers a new video-forward ad experience available to all verticals that:
When added to Prime Video ad campaigns, Fire TV ads provided an average of more than 2x incremental reach with only a 3% overlap in the audience.9
Use first-party signals to create relevant ad experiences for customers from the moment they turn on their Fire TV to the moment they turn it off.
Place premium ads in locations that enhance the customer viewing experience on the largest screen in the house.
Reach audiences when they power up their Fire TV, browse for content, watch their favorite shows or even take a break from streaming.
Enable viewers to click on these ads to get more information or seamlessly make a purchase, helping advertisers connect with customers at any point in the purchase funnel in a way that linear ads cannot.
Offer the ability to leverage retail insights from Amazon.com that link upper-funnel media investment to lower-funnel impact—even if the brand doesn’t sell on Amazon.
These Fire TV ads are advantageous to advertisers across industries because they:
Captures viewers’ attention with video ads that autoplay when they power up their Fire TV, so it’s the first thing they see before they start streaming
Reaches every Fire TV customer no matter what they end up watching
Strong performance with a 90% video completion rate
On average, campaigns that included Fire TV ads and Prime Video ads saw a lift across critical metrics:10
(CPM dropped 50%)
CPM efficiency grew by
50%
ROAS increased by
1.3X
The detail page view rate/website view rate and purchase rate rose by
10%
90% video completion rate
Offers a variety of engaging destinations and overlays to help convert awareness to action, such as click-to-video, shoppable ads, QR codes, or custom experiences
Offer the ability to leverage retail insights from Amazon.com that link upper-funnel media investment to lower-funnel impact—even if the brand doesn’t sell on Amazon.
Enable viewers to click on these ads to get more information or seamlessly make a purchase, helping advertisers connect with customers at any point in the purchase funnel in a way that linear ads cannot.
Reach audiences when they power up their Fire TV, browse for content, watch their favorite shows, or even take a break from streaming.
Place premium ads in locations that enhance the customer viewing experience on the largest screen in the house.
Use first-party signals to create relevant ad experiences for customers from when they turn on their Fire TV to when they turn it off.
Offer the ability to leverage retail insights from Amazon.com that link upper-funnel media investment to lower-funnel impact—even if the brand doesn’t sell on Amazon.
Enable viewers to click on these ads to get more information or seamlessly make a purchase, helping advertisers connect with customers at any point in the purchase funnel in a way that linear ads cannot.
Reach audiences when they power up their Fire TV, browse for content, watch their favorite shows, or even take a break from streaming.
Place premium ads in locations that enhance the customer viewing experience on the largest screen in the house.
Use first-party signals to create relevant ad experiences for customers from when they turn on their Fire TV to when they turn it off.
Leverage retail insights
Enable viewers to click
Premium ads
Reach audiences
First-party signals
Delivering More Innovative CTV Ad Formats
Inline Banner
Streaming TV Ads
Screensaver
Feature Rotator
Fire TV’s high-impact ad formats create additional touchpoints and opportunities for brands to enhance their CTV reach and full-funnel marketing efforts. These include:
Adding A Spark To Your CTV Campaigns
Relevance makes Fire TV great for customers; prominence makes it great for advertisers.
Fire TV enhances the user experience by offering relevant ads that complement the content viewers enjoy. It also provides advertisers the ability to drive incremental reach, awareness, consideration and purchase at scale. Fire TV has strategically positioned prominent placements that enhance the viewer’s experience by seamlessly integrating with the TV’s home screen, providing valuable and relevant content from the moment the TV is on. These ads catch users who might not watch ad-supported content. Media buyers appreciate that Fire TV ads are thoughtfully integrated throughout the viewing journey, offering viewers engaging experiences, such as connected commerce and interactive captions, that enhance their overall entertainment experience.
Fire TV offers customers a seamless experience, allowing them to easily discover and purchase products while enjoying their favorite content, creating a valuable connection between brands and customers.
Customers in the U.S. are highly engaged with Fire TV, spending an average of 4.3 hours daily on their devices.8
“Amazon Fire TV has built a one-stop shop—quite literally—for all the entertainment consumers love.” — Charlotte Maines, Director, Fire TV Business & Devices Advertising
Fire TV is the world’s most popular streaming media player family, with over 200 million devices sold worldwide4 . Viewers stream billions of hours of content on these Amazon-built devices every month. With interactivity and the Amazon universe of customer insights, advertisers can use Fire TV to drive relevant, full-funnel efforts.
According to an internal Kantar and Amazon Ads Connected Consumers Study, viewers who use Amazon devices such as Fire TV or consume Amazon streaming content are younger and have more purchasing power than general consumers. Compared with the general population, the consumers who use connected TVs and other connected devices, are more likely to:5
Plus, Fire TV reaches viewers with minimal overlap with other CTV devices:
+12%
+7%
+12%7
“Fire TV is an essential part of any comprehensive connected TV advertising strategy. When paired with other streaming TV ads, Fire TV drives incremental reach and heightened brand awareness that can't be achieved through traditional TV advertising alone. With exclusive access to high-impact, innovative ad placements, Fire TV allows brands to reach and engage customers in fresh, interactive ways.”
—Charlotte Maines, Director of Fire TV Business & Devices Advertising, Amazon
CTV: A Red-hot Trend Caught In A Cluttered Environment
For the growing world of CTV advertising, 2024 will be the biggest year yet. Cord-cutting continues to drive CTV adoption, which is no longer the exception but the norm— and a massive opportunity for marketers to reach consumers where they are. Today, CTV accounts for about one-third of the spending advertisers allocate to CTV and linear. Five short years ago, in 2019, CTV only represented one-tenth of total spending.1
1. eMarketer, May 2024 2. eMarketer, March 2024
5. Kantar and Amazon Ads Connected Consumers Study 2023
6. Nielsen Total Media Fusion, Total Universe 18+, US, July, 2023 7. Nielsen Total Media Fusion, Total Universe 18+, US, Jan, 2024
4. Amazon internal data, WW, 2023 Fire TV is the most popular streaming media player family based on external and internal data regarding global unit sales and shipments over a 12-month period ending September 2023.
8. Average over Nov-23, Dec-23, and Jan-24, Amazon internal data, US
10. Internal Amazon Data, US, Jan – Mar 2024
9. Internal Amazon Data, US, Jan – Mar 2024
However, the CTV space is fragmented and its capabilities are underutilized. Most advertisers have used the channel for awareness campaigns because it provides good reach and frequency like linear. But TV has always been a place that advertisers can successfully sell on. CTV presents a massive opportunity to reinvent the consumer journey at a time when customers are browsing, shopping and consuming content in a way they never have before.
And with the advent of interactive video ads, viewers can now click on a button to get more information or make a purchase, making CTV a more performance-driven, full-funnel advertising option.
U.S. CTV ad spending will increase by 19% to $29 billion in 2024 and continue growing by double digits annually through 2027.2
With an engagement rate of 3.4%, interactive CTV ads deliver 7x the engagement of standard video ads.3
3. Innovid, The CTV Advertising Insights Report 2024
CTV builds a solid foundation for omnichannel campaigns that produce a halo effect in other channels, like social media.
CTV provides more relevant ad experiences than linear TV, thanks to its rich audience insights.
CTV uses enhanced measurement and insights capabilities
CTV moves beyond top-of-funnel metrics to drive actual sales.
How streaming devices are Changing The Game In ctv Advertising
Amazon Ads and Fire TV are accelerating the shift of ad budgets from legacy cable and broadcast to streaming TV.
Advertisers across industries know that connected TV is the place to be as more and more customers cut the cord on traditional TV and shift to streaming.
But there’s more to the medium than meets the eye.
The days of CTV as a pure awareness play are behind us. Innovative video ad opportunities are available to all advertisers, allowing brands to extend their reach and drive meaningful outcomes across the advertising funnel. Leading the way are streaming devices, such as Amazon's Fire TV, which are leveraging their position to help advertisers break through the cluttered TV space to engage customers’ attention—and shopping dollars.
This custom interactive report from Ad Age Studio 30, Amazon Ads, and Fire TV offers an in-depth look at the current streaming TV landscape and the innovative features Amazon gives advertisers.
present
+24%6
6
7
14. Amazon Internal Data; Campaign Overlap report period 9/12/2023 – 10/1/2023
Inline Banner
Feature Rotator
Screensaver
Screensaver
15 Amazon Internal Data, Q1 2024 16 NCS, Q1 2024
Objective: Travel Texas aimed to increase awareness and consideration for leisure travel by non-Texans to Texas.
Solution: The brand leveraged Amazon Ads connected TV solutions by combining streaming TV ads with Fire TV ads (Feature Rotator, Screensavers and Inline Home) and rewarded watchlist content sponsorship.
Results:
+135%
incremental reach by combining Fire TV ads and streaming TV ads vs. streaming TV ads alone, with only a 14% audience overlap.11
16K+
hotel bookings from customers exposed to Fire TV ads, representing 45% of the overall hotel bookings.13
+4.4%
brand awareness increase—2.5x above the Lucid Brand Lift Study's average travel and tourism benchmark for awareness.12
Travel Texas: Drove incremental reach, awareness and bookings
Inline Banner
Feature Rotator
Screensaver
“We believe it’s important to look at all audience connection points surrounding CTV. This, of course, includes streaming ads but also more custom and interactive units that you can get from Fire TV. We have been thrilled to see the incremental reach achieved for Travel Texas to inspire more trips.” —Heather Hager, Director of Media Services, Proof
11. Amazon internal data, US, 11/1/23-3/31/24 12. Lucid Brand Lift Study, US, 11/1/23-3/31/24 13. Adara, US, 11/1/23-3/31/24
Advertisers across industries are seeing great success using a holistic CTV strategy that incorporates Fire TV ads into streaming TV ad campaigns. This enables them to reach CTV audiences at scale as they browse for and enjoy premium content.
Here are case studies for tourism board Travel Texas, QSR franchise Subway, and skincare brand CeraVe, as well as key benefits of advertising on Fire TV.
View case study
View case study
CTV CAMPAIGNS
TRENDS
CTV CAMPAIGNS
AD FORMATS
CASE STUDIES
NEXT ERA TV
TRENDS
CTV CAMPAIGNS
AD FORMATS
CASE STUDIES
NEXT ERA TV
“Amazon Fire TV has built a one-stop shop—quite literally—for all the entertainment consumers love.”
10. VCR is defined as video completes/video starts
10
10
Be 18-34 years old (+7%)
Be 18-34 years old (+7%)
Be 18-34 years old (+7%)
Have at least a bachelor's degree (+7%)
Use first-party signals to create relevant ad experiences for customers from the moment they turn on their Fire TV to the moment they turn it off.
Place premium ads in locations that enhance the customer viewing experience on the largest screen in the house.
Reach audiences when they power up their Fire TV, browse for content, watch their favorite shows or even take a break from streaming.
Enable viewers to click on these ads to get more information or seamlessly make a purchase, helping advertisers connect with customers at any point in the purchase funnel in a way that linear ads cannot.
Offer the ability to leverage retail insights from Amazon.com that link upper-funnel media investment to lower-funnel impact—even if the brand doesn’t sell on Amazon.
Use first-party signals to create relevant ad experiences for customers from the moment they turn on their Fire TV to the moment they turn it off.
Place premium ads in locations that enhance the customer viewing experience on the largest screen in the house.
Reach audiences when they power up their Fire TV, browse for content, watch their favorite shows or even take a break from streaming.
Enable viewers to click on these ads to get more information or seamlessly make a purchase, helping advertisers connect with customers at any point in the purchase funnel in a way that linear ads cannot.
Offer the ability to leverage retail insights from Amazon.com that link upper-funnel media investment to lower-funnel impact—even if the brand doesn’t sell on Amazon.
Advertisers across industries are seeing great success using a holistic CTV strategy that incorporates Fire TV ads into streaming TV ad campaigns. This enables them to reach CTV audiences at scale as they browse for and enjoy premium content.
Here are case studies for tourism board Travel Texas, QSR franchise Subway, and skincare brand CeraVe, as well as key benefits of advertising on Fire TV.
Case Studies: Fire TV Use Cases Across Industries
Objective: After running an always-on national media strategy focused on streaming TV (STV) with Amazon for years, CeraVe wanted to drive incremental reach as their business grew.
Solution: CeraVe worked with Amazon Ads to launch their first Fire TV ads campaign using high-impact Inline Banner ads and STV, eventually testing the Feature Rotator and Prime Video Ads alongside STV.
+93%
15
+111%
15
incremental reach to their STV and Prime Video ads.
78%
16
of incremental sales for CeraVe Moisturizer.
higher total detail page view rate than other ad types.
Only
Results:
15 Amazon Internal Data, Q1 2024
16 NCS, Q1 2024
Back to top
CeraVe achieved outsized results with Fire TV + streaming TV
Subway boosted incremental reach and QR code scan rate
Travel Texas drove incremental reach, awareness and bookings
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.
Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful results. With hundreds of millions of active customer accounts worldwide, and first-party insights based on shopping, streaming and browsing signals, brands can craft relevant campaigns that enhance customer experiences. Solutions on Amazon.com, devices like Fire TV, Fire Tablet and Echo Show, services like Prime Video, Twitch, Freevee, Alexa, Amazon Music, and partnerships with third-party publishers and exchanges make Amazon Ads an amplifier for brands to reach customers wherever they spend time.
About
About
“Fire TV is a critical part of advertisers’ CTV/video buys and offers a unique opportunity to help brands drive incremental reach and awareness at scale. The most prominent placement on the Fire TV home screen, the Fire TV Feature Rotator they see when they turn on their TV, provides new video ad opportunities to all advertisers in all verticals, extending reach beyond in-stream video ads and generating brand outcomes across the funnel. We’re excited to help continue to drive the future of CTV with our advertisers and the industry at large.” —Charlotte Maines, director, Fire TV business and devices advertising
To learn more about these new features, visit Amazon Ads' Fire TV website
Click into the next era of CTV
Objective: Subway had been running streaming TV ads with Amazon Ads and wanted to test a new way to drive incremental reach and consideration for their “Subway in the Sky” sweepstakes.
Solution: Amazon Ads helped Subway launch their first-ever Fire TV ads campaign through high-impact and immersive placements, including Feature Rotator, Inline Banner and Screensaver. In addition, by leveraging Fire TV's custom landing page, Subway became the first QSR brand to promote QR code-enabled sweepstakes within the Fire TV Feature Rotator.
+93%
incremental reach to Subway’s streaming TV ads campaign.
6%
QR code scan rate (QR code scan rate = number of QR code scans/number of Fire TV landing page views).
+6.8%
overlap between Fire TV audiences and streaming TV audiences.
Only
Results:
14
14. Amazon Internal Data; Campaign Overlap report period 9/12/2023 – 10/1/2023
Inline Banner
Feature Rotator
Screensaver
Back to top
Back to case studies
Objective: Travel Texas aimed to increase awareness and consideration for leisure travel by non-Texans to Texas.
Solution: The brand leveraged Amazon Ads connected TV solutions by combining streaming TV ads with Fire TV ads (Feature Rotator, Screensavers and Inline Home) and rewarded watchlist content sponsorship.
+135%
incremental reach by combining Fire TV ads and streaming TV ads vs. streaming TV ads alone, with only a 14% audience overlap.11
16K+
hotel bookings from customers exposed to Fire TV ads, representing 45% of the overall hotel bookings.13
+4.4%
brand awareness increase—2.5x above the Lucid Brand Lift Study's average travel and tourism benchmark for awareness.12
Results:
“It’s important to look at all audience connection points surrounding CTV. This, of course, includes streaming ads but also more custom and interactive units that you can get from Fire TV. We have been thrilled to see the incremental reach achieved for Travel Texas to inspire more trips.”
—Heather Hager, director of media services, Proof
Inline Banner
Feature Rotator
Screensaver
11. Amazon internal data, US, 11/1/23-3/31/24
12. Lucid Brand Lift Study, US, 11/1/23-3/31/24
13. Adara, US, 11/1/23-3/31/24
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.
Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful results. With hundreds of millions of active customer accounts worldwide, and first-party insights based on shopping, streaming and browsing signals, brands can craft relevant campaigns that enhance customer experiences. Solutions on Amazon.com, devices like Fire TV, Fire Tablet and Echo Show, services like Prime Video, Twitch, Freevee, Alexa, Amazon Music, and partnerships with third-party publishers and exchanges make Amazon Ads an amplifier for brands to reach customers wherever they spend time.
About
About
“Fire TV is a critical part of advertisers’ CTV/video buys and offers a unique opportunity to help brands drive incremental reach and awareness at scale. The most prominent placement on the Fire TV home screen, the Fire TV Feature Rotator they see when they turn on their TV, provides new video ad opportunities to all advertisers in all verticals, extending reach beyond in-stream video ads and generating brand outcomes across the funnel. We’re excited to help continue to drive the future of CTV with our advertisers and the industry at large.” —Charlotte Maines, director, Fire TV business and devices advertising
To learn more about these new features, visit Amazon Ads' Fire TV website
Click into the next era of CTV
TRENDS
CAMPAIGNS
AD FORMATS
CASE STUDIES
NEXT ERA TV
TRENDS
CAMPAIGNS
AD FORMATS
CASE STUDIES
NEXT ERA TV
Objective: Travel Texas aimed to increase awareness and consideration for leisure travel by non-Texans to Texas.
Solution: The brand leveraged Amazon Ads connected TV solutions by combining streaming TV ads with Fire TV ads (Feature Rotator, Screensavers and Inline Home) and rewarded watchlist content sponsorship.
Results:
+135%
incremental reach by combining Fire TV ads and streaming TV ads vs. streaming TV ads alone, with only a 14% audience overlap.11
16K+
hotel bookings from customers exposed to Fire TV ads, representing 45% of the overall hotel bookings.13
+4.4%
brand awareness increase—2.5x above the Lucid Brand Lift Study's average travel and tourism benchmark for awareness.12
Travel Texas: Drove incremental reach, awareness and bookings
Inline Banner
Feature Rotator
Screensaver
“We believe it’s important to look at all audience connection points surrounding CTV. This, of course, includes streaming ads but also more custom and interactive units that you can get from Fire TV. We have been thrilled to see the incremental reach achieved for Travel Texas to inspire more trips.” —Heather Hager, Director of Media Services, Proof
11. Amazon internal data, US, 11/1/23-3/31/24 12. Lucid Brand Lift Study, US, 11/1/23-3/31/24 13. Adara, US, 11/1/23-3/31/24
Return
Advertisers across industries are seeing great success using a holistic CTV strategy that incorporates Fire TV ads into streaming TV ad campaigns. This enables them to reach CTV audiences at scale as they browse for and enjoy premium content.
Here are case studies for tourism board Travel Texas, QSR franchise Subway, and skincare brand CeraVe, as well as key benefits of advertising on Fire TV.
Case Studies: Fire TV Use Cases Across Industries
Objective: After running an always-on national media strategy focused on streaming TV (STV) with Amazon for years, CeraVe wanted to drive incremental reach as their business grew.
Solution: CeraVe worked with Amazon Ads to launch their first Fire TV ads campaign using high-impact Inline Banner ads and STV, eventually testing the Feature Rotator and Prime Video Ads alongside STV.
+93%
15
+111%
15
incremental reach to their STV and Prime Video ads.
78%
16
of incremental sales for CeraVe Moisturizer.
higher total detail page view rate than other ad types.
Only
Results:
15 Amazon Internal Data, Q1 2024
16 NCS, Q1 2024
Back to top
CeraVe achieved outsized results with Fire TV + streaming TV
Subway boosted incremental reach and QR code scan rate
Travel Texas drove incremental reach, awareness and bookings
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.
Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful results. With hundreds of millions of active customer accounts worldwide, and first-party insights based on shopping, streaming and browsing signals, brands can craft relevant campaigns that enhance customer experiences. Solutions on Amazon.com, devices like Fire TV, Fire Tablet and Echo Show, services like Prime Video, Twitch, Freevee, Alexa, Amazon Music, and partnerships with third-party publishers and exchanges make Amazon Ads an amplifier for brands to reach customers wherever they spend time.
About
About
“Fire TV is a critical part of advertisers’ CTV/video buys and offers a unique opportunity to help brands drive incremental reach and awareness at scale. The most prominent placement on the Fire TV home screen, the Fire TV Feature Rotator they see when they turn on their TV, provides new video ad opportunities to all advertisers in all verticals, extending reach beyond in-stream video ads and generating brand outcomes across the funnel. We’re excited to help continue to drive the future of CTV with our advertisers and the industry at large.” —Charlotte Maines, director, Fire TV business and devices advertising
To learn more about these new features, visit Amazon Ads' Fire TV website
Click into the next era of CTV
Objective: Subway had been running streaming TV ads with Amazon Ads and wanted to test a new way to drive incremental reach and consideration for their “Subway in the Sky” sweepstakes.
Solution: Amazon Ads helped Subway launch their first-ever Fire TV ads campaign through high-impact and immersive placements, including Feature Rotator, Inline Banner and Screensaver. In addition, by leveraging Fire TV's custom landing page, Subway became the first QSR brand to promote QR code-enabled sweepstakes within the Fire TV Feature Rotator.
+93%
incremental reach to Subway’s streaming TV ads campaign.
6%
QR code scan rate (QR code scan rate = number of QR code scans/number of Fire TV landing page views).
+6.8%
overlap between Fire TV audiences and streaming TV audiences.
Only
Results:
14
14. Amazon Internal Data; Campaign Overlap report period 9/12/2023 – 10/1/2023
Inline Banner
Feature Rotator
Screensaver
Back to top
Objective: Travel Texas aimed to increase awareness and consideration for leisure travel by non-Texans to Texas.
Solution: The brand leveraged Amazon Ads connected TV solutions by combining streaming TV ads with Fire TV ads (Feature Rotator, Screensavers and Inline Home) and rewarded watchlist content sponsorship.
+135%
incremental reach by combining Fire TV ads and streaming TV ads vs. streaming TV ads alone, with only a 14% audience overlap.11
16K+
hotel bookings from customers exposed to Fire TV ads, representing 45% of the overall hotel bookings.13
+4.4%
brand awareness increase—2.5x above the Lucid Brand Lift Study's average travel and tourism benchmark for awareness.12
Results:
“We believe it’s important to look at all audience connection points surrounding CTV. This, of course, includes streaming ads but also more custom and interactive units that you can get from Fire TV. We have been thrilled to see the incremental reach achieved for Travel Texas to inspire more trips.”
—Heather Hager, Director of Media Services, Proof
Inline Banner
Feature Rotator
Screensaver
11. Amazon internal data, US, 11/1/23-3/31/24
12. Lucid Brand Lift Study, US, 11/1/23-3/31/24
13. Adara, US, 11/1/23-3/31/24
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.
Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful results. With hundreds of millions of active customer accounts worldwide, and first-party insights based on shopping, streaming and browsing signals, brands can craft relevant campaigns that enhance customer experiences. Solutions on Amazon.com, devices like Fire TV, Fire Tablet and Echo Show, services like Prime Video, Twitch, Freevee, Alexa, Amazon Music, and partnerships with third-party publishers and exchanges make Amazon Ads an amplifier for brands to reach customers wherever they spend time.
About
About
“Fire TV is a critical part of advertisers’ CTV/video buys and offers a unique opportunity to help brands drive incremental reach and awareness at scale. The most prominent placement on the Fire TV home screen, the Fire TV Feature Rotator they see when they turn on their TV, provides new video ad opportunities to all advertisers in all verticals, extending reach beyond in-stream video ads and generating brand outcomes across the funnel. We’re excited to help continue to drive the future of CTV with our advertisers and the industry at large.” —Charlotte Maines, director, Fire TV business and devices advertising
To learn more about these new features, visit Amazon Ads' Fire TV website
Click into the next era of CTV
Objective: Subway had been running streaming TV ads with Amazon Ads and wanted to test a new way to drive incremental reach and consideration for their “Subway in the Sky” sweepstakes.
Solution: Amazon Ads helped Subway launch their first-ever Fire TV ads campaign through high-impact and immersive placements, including Feature Rotator, Inline Banner, and Screensaver, putting the brand front and center throughout the viewer’s journey. In addition, by leveraging Fire TV's custom landing page, Subway became the first QSR brand to promote QR code-enabled sweepstakes within the Fire TV Feature Rotator.
Results:14
+93%
incremental reach to Subway’s streaming TV ads campaign.
6%
QR code scan rate (QR code scan rate = number of QR code scans/number of Fire TV landing page views).
+6.8%
overlap between Fire TV audiences and streaming TV audiences.
Only
Boosted Incremental Reach And QR Code Scan Rate
14. Amazon Internal Data; Campaign Overlap report period 9/12/2023 – 10/1/2023
Inline Banner
Feature Rotator
Screensaver
Return to case studies
Back to case studies
Results:
Advertisers across industries are seeing great success using a holistic CTV strategy that incorporates Fire TV ads into streaming TV ad campaigns. This enables them to reach CTV audiences at scale as they browse for and enjoy premium content.
Here are case studies for tourism board Travel Texas, QSR franchise Subway, and skincare brand CeraVe, as well as key benefits of advertising on Fire TV.
Case Studies: Fire TV Use Cases Across Industries
Objective: After running an always-on national media strategy focused on streaming TV (STV) with Amazon for years, CeraVe wanted to drive incremental reach as their business grew.
Solution: CeraVe worked with Amazon Ads to launch their first Fire TV ads campaign using high-impact Inline Banner ads and STV, eventually testing the Feature Rotator and Prime Video Ads alongside STV.
+93%
15
+111%
15
incremental reach to their STV and Prime Video ads.
78%
16
of total incremental sales for CeraVe Moisturizer.
higher total detail page view rate than other ad types.
Results:
15 Amazon Internal Data, Q1 2024
16 NCS, Q1 2024
CeraVe achieved outsized results with Fire TV + streaming TV
Subway boosted incremental reach and QR code scan rate
Travel Texas drove incremental reach, awareness and bookings
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.
Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful results. With hundreds of millions of active customer accounts worldwide, and first-party insights based on shopping, streaming and browsing signals, brands can craft relevant campaigns that enhance customer experiences. Solutions on Amazon.com, devices like Fire TV, Fire Tablet and Echo Show, services like Prime Video, Twitch, Freevee, Alexa, Amazon Music, and partnerships with third-party publishers and exchanges make Amazon Ads an amplifier for brands to reach customers wherever they spend time.
About
About
“Fire TV is a critical part of advertisers’ CTV/video buys and offers a unique opportunity to help brands drive incremental reach and awareness at scale. The most prominent placement on the Fire TV home screen, the Fire TV Feature Rotator they see when they turn on their TV, provides new video ad opportunities to all advertisers in all verticals, extending reach beyond in-stream video ads and generating brand outcomes across the funnel. We’re excited to help continue to drive the future of CTV with our advertisers and the industry at large.” —Charlotte Maines, director, Fire TV business and devices advertising
To learn more about these new features, visit Amazon Ads' Fire TV website
Click into the next era of CTV
Objective: Subway had been running streaming TV ads with Amazon Ads and wanted to test a new way to drive incremental reach and consideration for their “Subway in the Sky” sweepstakes.
Solution: Amazon Ads helped Subway launch their first-ever Fire TV ads campaign through high-impact and immersive placements, including Feature Rotator, Inline Banner and Screensaver. In addition, by leveraging Fire TV's custom landing page, Subway became the first QSR brand to promote QR code-enabled sweepstakes within the Fire TV Feature Rotator.
+93%
incremental reach to Subway’s streaming TV ads campaign.
6%
QR code scan rate (QR code scan rate = number of QR code scans/number of Fire TV landing page views).
+6.8%
overlap between Fire TV audiences and streaming TV audiences.
Only
Results:
14
14. Amazon Internal Data; Campaign Overlap report period 9/12/2023 – 10/1/2023
Inline Banner
Feature Rotator
Screensaver
Back to top
Back to top
Objective: Travel Texas aimed to increase awareness and consideration for leisure travel by non-Texans to Texas.
Solution: The brand leveraged Amazon Ads connected TV solutions by combining streaming TV ads with Fire TV ads (Feature Rotator, Screensavers and Inline Home) and rewarded watchlist content sponsorship.
+135%
incremental reach by combining Fire TV ads and streaming TV ads vs. streaming TV ads alone, with only a 14% audience overlap.11
16K+
hotel bookings from customers exposed to Fire TV ads, representing 45% of the overall hotel bookings.13
+4.4%
brand awareness increase—2.5x above the Lucid Brand Lift Study's average travel and tourism benchmark for awareness.12
Results:
“We believe it’s important to look at all audience connection points surrounding CTV. This, of course, includes streaming ads but also more custom and interactive units that you can get from Fire TV. We have been thrilled to see the incremental reach achieved for Travel Texas to inspire more trips.”
—Heather Hager, Director of Media Services, Proof
Inline Banner
Feature Rotator
Screensaver
11. Amazon internal data, US, 11/1/23-3/31/24
12. Lucid Brand Lift Study, US, 11/1/23-3/31/24
13. Adara, US, 11/1/23-3/31/24
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.
Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful results. With hundreds of millions of active customer accounts worldwide, and first-party insights based on shopping, streaming and browsing signals, brands can craft relevant campaigns that enhance customer experiences. Solutions on Amazon.com, devices like Fire TV, Fire Tablet and Echo Show, services like Prime Video, Twitch, Freevee, Alexa, Amazon Music, and partnerships with third-party publishers and exchanges make Amazon Ads an amplifier for brands to reach customers wherever they spend time.
About
About
“Fire TV is a critical part of advertisers’ CTV/video buys and offers a unique opportunity to help brands drive incremental reach and awareness at scale. The most prominent placement on the Fire TV home screen, the Fire TV Feature Rotator they see when they turn on their TV, provides new video ad opportunities to all advertisers in all verticals, extending reach beyond in-stream video ads and generating brand outcomes across the funnel. We’re excited to help continue to drive the future of CTV with our advertisers and the industry at large.” —Charlotte Maines, director, Fire TV business and devices advertising
To learn more about these new features, visit Amazon Ads' Fire TV website
Click into the next era of CTV
TRENDS
CAMPAIGNS
AD FORMATS
CASE STUDIES
NEXT ERA TV
TRENDS
CAMPAIGNS
AD FORMATS
CASE STUDIES
NEXT ERA TV
Objective: After running an always-on national media strategy focused on streaming TV (STV) with Amazon for years, CeraVe wanted to drive incremental reach as their business grew.
Solution: CeraVe worked with Amazon Ads to launch their first Fire TV ads campaign using high-impact Inline Banner ads and STV, eventually testing the Feature Rotator and Prime Video Ads alongside STV.
Results:
+35%
15
15
incremental reach to their STV and Prime Video ads.
+111%
higher total detail page view rate than other ad types.
15 Amazon Internal Data, Q1 2024 16 NCS, Q1 2024
Return to case studies
Back to case studies
Streaming TV
Fire TV drove
of total incremental sales for CeraVe Moisturizer.
Fire TV drove
16
78%