A deep dive into Amazon's ability to reach consumers across the connected home with local advertising using 1st party and 3rd party insights and premium content placements in streaming TV, display, video and audio.

1. KEYNOTE
HONOLULU, HI ~ JULY 13 - 14, 2023
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Natalie Serota
LOCAL AGENCY SALES
AMAZON
Leverage the Power
of Amazon for Local
Advertising

2. A M A Z O N C O N F I D E N T I A L
2 A M A Z O N C O N F I D E N T I A L
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A M A Z O N C O N F I D E N T I A L
Leverage the Power of
Amazon for Local
Advertising
© 2022, Amazon Advertising or its affiliates. All rights reserved.
Natalie Serota
nserota@amazon.com

3. A M A Z O N C O N F I D E N T I A L
3 A M A Z O N C O N F I D E N T I A L
—

4. A M A Z O N C O N F I D E N T I A L
4 A M A Z O N C O N F I D E N T I A L
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Who works with a brand that does not sell products on Amazon?
Who works in the travel and tourism industry?
Who is currently using Amazon Ads as part of their brand’s digital marketing buys?

5. A M A Z O N C O N F I D E N T I A L
5 A M A Z O N C O N F I D E N T I A L
—
Aloha / Welcome
1. Amazon Audiences
2. Reaching the Connected Consumer
3. Exclusive Inventory
4. Drive Efficient Reach for Travel & Tourism
Vertical

6. A M A Z O N C O N F I D E N T I A L
6 A M A Z O N C O N F I D E N T I A L
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A M A Z O N C O N F I D E N T I A L
Amazon’s Audiences

7. A M A Z O N C O N F I D E N T I A L
7 A M A Z O N C O N F I D E N T I A L
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Customers interact with Amazon in a wide variety of ways

8. A M A Z O N C O N F I D E N T I A L
8 A M A Z O N C O N F I D E N T I A L
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Reach New Customers
as They Go About
Their Day

9. A M A Z O N C O N F I D E N T I A L
9 A M A Z O N C O N F I D E N T I A L
—
9
What you get when you
advertise with Amazon
Relationships Relevance Placements
Billions of 1st party device and
shopping interactions
#1 Most loved brand Show up alongside exclusive
premium content

10. A M A Z O N C O N F I D E N T I A L
10 A M A Z O N C O N F I D E N T I A L
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A M A Z O N C O N F I D E N T I A L
10
What have they bought in
the past?
What does the content they
consume and retail behavior tell
us about them?
300M+ WW active customer accounts
Audiences for every stage of
the journey
What important events are
going on in their lives?
In-Market
What are Amazon customers
shopping & browsing for right
now?
Interest Life Stage
Lifestyle

11. A M A Z O N C O N F I D E N T I A L
11
Reach the Connected
Consumer

12. A M A Z O N C O N F I D E N T I A L
12 A M A Z O N C O N F I D E N T I A L
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13. A M A Z O N C O N F I D E N T I A L
13 A M A Z O N C O N F I D E N T I A L
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Bedroom Home Office
Getting the day started with a voice
requested song in the morning
Streaming music from a smart
speaker while cooking
Working alongside Alexa and Fire
TV
—
Consumers use their devices in different ways, moments,
and places through the connected home
Living Room
Relaxing at the end of the day
with your favorite show from a
connected TV
Kitchen

14. A M A Z O N C O N F I D E N T I A L
14 A M A Z O N C O N F I D E N T I A L
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A M A Z O N C O N F I D E N T I A L
The Amazon Streaming TV ads
experience
Engage your customers with sight,
sound, and motion
Full-screen video ads typically
viewed on the largest screen
in the home
Non-skippable ads to tell
your brand story
Show up alongside premium content like
TV shows and movies

15. Amazon’s free, ad-supported destination for premium
Originals, exclusive movies, and bingeable licensed
series to fit every mood…and completely free!
Reacher Fenty x Savage Jury Duty
Alex Rider Play-Doh Squished
Mock the Week
Schitt’s Creek
America’s Test Kitchen: The Next Generation
Madagascar 3

16. Proprietary & Confidential
Freevee – Brand Book Proprietary & Confidential
Freevee is built into the Prime Video and Fire TV experience,
while also available via standalone app across 3rd party devices
Homepage
“Free with ads” section and
ad-supported playlists
app
50% 30% 20%
Of customers entering
here
Of customers entering
here
Of customers entering
here
Source: Amazon Internal Data 2022, US. Q4 2022
And more

17. Proprietary & Confidential
Freevee – Brand Book Proprietary & Confidential
Q4
Q3
*Release dates/ months tentative and subject to change
Q1
Rowdy
NEW: Feb 3rd
Jury Duty
NEW: Apr 7th
Tribunal Justice
NEW: June 9th
Almost Paradise
S2: July 21st
Bosch: Legacy
S2: Oct TBC
Monumental
NEW: Mar 31st
Primo
NEW: May 19th
God. Family. Football
NEW: late Q3 TBC
Neighbours
NEW: Sept 18th
Hollywood Houselift
S2: Nov TBC
Top Class
S4: early Q4 TBC
We continue to expand our Freevee Originals slate in 2023
Puppy Love
NEW: Q3 TBC
American Country
Music Awards (Prime
Video co-exclusive)
May 11th
Make Me Scream (Prime
Video co-exclusive)
NEW: Q4 TBC
Q2
Q1
Twin Love (Prime
Video co-exclusive)
NEW: August 4th
Judy Justice
S2, Jan 23rd
Ex-Mas
NEW: Q4 TBC

18. Proprietary & Confidential
Freevee – Brand Book Proprietary & Confidential
100+ Amazon Originals from
will be available with ads
exclusively on

19. A M A Z O N C O N F I D E N T I A L
19 A M A Z O N C O N F I D E N T I A L
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Reach national and local news providers with
Amazon Streaming TV ads on the Fire TV News app
Local news providers
National news providers
Amazon Internal Data, 2020-2021

20. A M A Z O N C O N F I D E N T I A L
20 A M A Z O N C O N F I D E N T I A L
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1) App-level reporting is available for all CTV publishers that do not contractually oblige Amazon to obfuscate
Extend your reach in premium apps with
Amazon Publisher Direct
Amazon Publisher Direct focuses on direct integrations with the largest streaming TV publishers through
connected devices, including Fire TV, as well as on ad-supported content through Prime Video Channels.
Amazon provides transparent app-level campaign reporting1.

21. A M A Z O N C O N F I D E N T I A L
21 A M A Z O N C O N F I D E N T I A L
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A M A Z O N C O N F I D E N T I A L
83MM 9.7MM
2.6MM
7MM+
monthly
unique visitors
in the
United States
daily average
visitors in the
United States
content
creators go
live each
month
globally
people watching
live at any given
moment
The world’s leading live-streaming
platform for gaming and music

22. A M A Z O N C O N F I D E N T I A L
22 A M A Z O N C O N F I D E N T I A L
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A new type of viewer
Young adults
71% of these next
gen viewers are
young adults
Age 16-34
Average HHI
$125K
Multi-interested
Music
69%
Gaming
68%
Food & Drink
62%
Television
61%
Cooking
59%
Science
52%
Eating Out
52%
Receptive to
advertising
Feel represented in
the advertising they
see
(166 Index)
Tend to buy the
brands they see
advertised
(142 Index)
Top
Interests:

23. A M A Z O N C O N F I D E N T I A L
23 A M A Z O N C O N F I D E N T I A L
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Reach audiences across premium 1P and 3P audio supply on the
#1 streaming audio source on Smart Speakers – NEW Opportunity for local
Reaching 76% of total ad-supported audio streaming hours on Alexa-enabled devices*
Source: 1. Amazon Internal Data, July 2021, USA
The Amazon Music
ad-supported tier
Top music and digital
radio publishers on Alexa-enabled
devices
news
Top news publishers’ channel
via Alexa News
Livestreamed content around
audiences’ passion for gaming,
music, and beyond
Livestream

24. A M A Z O N C O N F I D E N T I A L
24 A M A Z O N C O N F I D E N T I A L
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Reach your local audience
at scale on and off Amazon
Placements on Amazon desktop +
mobile…
And across third-party desktop +
mobile
banner ads | desktop ads | mobile ads
300x250 | 728x90 | 160x600 | 320x50 | 300x600 | 970x250
2

25. A M A Z O N C O N F I D E N T I A L
25
A M A Z O N C O N F I D E N T I A L
The Amazon Traveler
audience
A M A Z O N C O N F I D E N T I A L

26. A M A Z O N C O N F I D E N T I A L
26
Increase reach to in-market travelers looking
to book trips
of Amazon streamers plan to travel in
the next 12 months
of Amazon streamers plan to travel
domestically within in the US
of Amazon streamers plan to travel
internationally abroad
46%
73% 76%

27. A M A Z O N C O N F I D E N T I A L
27 A M A Z O N C O N F I D E N T I A L
27
Female of Amazon Travelers
are comprised of
Millennials (26-40)
and Gen X (41-56)
53% 75%
The US Amazon Straveler at-a-glance
25%
47%
Male
of Amazon Travelers
are comprised of Gen
Z (18-25) and Boomers
(57-65)

28. A M A Z O N C O N F I D E N T I A L
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Amazon Stravelers are more likely to ideate on future travel plans
compared to linear only audiences
Sea Travel
3X
Natural Parks
+36%
Theme Park
+88%
Beach Holiday
+34%
Family Visit
46%
City Destination
44%
60%
Intend to travel in less
than 3 months
70%
Amazon streamers are currently
planning more than one trip
1 3
Intend to travel in the next
month
IN
They are looking plan multiple trips across different destinations

29. A M A Z O N C O N F I D E N T I A L
29
A M A Z O N C O N F I D E N T I A L
9 in 10 Amazon travelers recall
seeing/hearing an ad
135
million
—
87%
Of Streamers recall seeing
an ad within the past 3
months

30. A M A Z O N C O N F I D E N T I A L
30
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A M A Z O N C O N F I D E N T I A L
Kantar Amazon Audience streaming survey – Dec 2021
A M A Z O N C O N F I D E N T I A L
Ad engagement varies based on messaging amongst
Amazon Stravelers
Deals and discounts are most important to the audience
43%
37% 34% 31%
25% 22%
Deals/discounts Relevant offerings Discovering new
brands
New offerings
from familiar
brands
Sustainability
initiatives
Social casues

31. A M A Z O N C O N F I D E N T I A L
31
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A M A Z O N C O N F I D E N T I A L
Kantar Amazon Audience streaming survey – Dec 2021
Travel & Entertainment
Tourism and Events
Travel & entertainment audiences likely to travel.
Audience Objectives:
• People actively shopping for travel gear, guides or accessories or past purchasers of travel gear, guides and accessories
• People who’s behavior indicts they are interested in family activities or have children of a certain age
• People who’s shopping and viewing habits indict they are fans of sports, outdoor activities, music or live entertainment.
Broad Category – Travel & Family
IM - Outdoor Recreation Travel Gear
IM - Travel Books
IM - Luggage Tags & Handle Wraps
IM - Travel Clothing and Accessories
IM - Luggage Scales
LS - Luggage & Travel Gear Purchasers - New to
category
IM - Travel Packing Organizers
IM - Luggage Sets
IM - Passport Wallets
LS - Interested in Travel
IM - Travel Guidebook Series
IM - Travelers and Explorers Books
LS - International Travelers
LS - Leisure Travelers
LS - Upcoming Leisure Travelers
IM - Baby Travel Gear
IM - Family Travel Books
LS - Traveling Soon
LS - Interested in Cookbooks, Food & Wine
LS - Home Brewing & Winemaking - New to
category
LS - Family Movie Fans
LS – Children in HH (various ages)
LS - Cruise Vacation Enthusiasts
LS - Summer Vacation Shopper
LS - Casino Vacation Travelers
LS - Getting Married
Broad Category – Activities and Entertainment
LS - Musical Show Fans
LS - Interested in Entertainment - Jazz Music
LS - Music enthusiasts
LS - Live Action Musical Fans
LS - Indie & Alternative Music Enthusiasts
LS - Opera Fans
LS - Pop Music Enthusiasts
LS - Rock Music Enthusiasts
LS - Country Music Enthusiasts
LS - Broadway Musical Media
LS - LS- Pop Music Enthusiasts
LS - Sports and Outdoors Enthusiasts
LS - Interested in Outdoors - Outdoor Activities
LS - Interested in Outdoors - Hunting, Fishing & Shooting
LS - Interested in Outdoors - Camping & Hiking
LS - Outdoor Enthusiasts
LS - Luxury Camping and Hiking Outdoor Enthusiasts
LS - Outdoor Cooks
LS - Interested in Sports - Motor Sports
LS - Interested in Live Sports
LS - Interested in Sports – Golf
LS - Interested in Sports - Soccer
LS - Interested in Sports – Hockey
LS - Interested in Sports – Football
LS - Interested in Sports – Basketball
LS - Interested in Sports - Extreme Sports

32. A M A Z O N C O N F I D E N T I A L
A M A Z O N C O N F I D E N T I A L
A M A Z O N C O N F I D E N T I A L
Objective
A travel brand wanted to improve reach among their key audience of adults 25-54 and deliver
against unique viewers outside of linear TV.
Execution
The travel brand used Amazon Advertising’s Streaming TV ads to reach a unique and
incremental audience that would not be exposed to their linear TV campaign. The brand utilized
Nielsen Total Ad Ratings over the course of two campaigns to trend their observed reach
outside of linear TV.
Result
Overall, the brand’s Amazon Streaming TV ads campaign reached 2.9MM, or 2.3% of adults 25-
54. This extended the reach of the linear campaign by 7.7%, 4X vs. the Q1 campaign. Of those
who were reached by the brand’s Amazon Streaming TV ads campaign, 85% were exclusively
reached by Amazon Streaming TV ads, +30% more than in Q1.
Travel brand grows incremental reach with
Amazon Streaming TV ads
Key Takeaways
- Amazon Streaming TV ads’ A25-54 reach grew from 1.9MM in Q1 to 2.9MM in Q4.
- The Q4’20 campaign increased campaign reach by 7.7%, vs. 1.8% in Q1.
- 85% of A25-54 exposed to the Q4 campaign were exclusively
reached by Amazon Streaming TV ads, compared to 65% in Q1.
53% +328% +30%
A25-54 Reach Growth Incremental Reach
Growth
Exclusive Audience
Growth
Source: Nielsen TAR Analysis, Q4 vs. Q1

33. A M A Z O N C O N F I D E N T I A L
A M A Z O N C O N F I D E N T I A L
A M A Z O N C O N F I D E N T I A L
33
Q&A

34. A M A Z O N C O N F I D E N T I A L
A M A Z O N C O N F I D E N T I A L
A M A Z O N C O N F I D E N T I A L
Is there a limit to how many zip codes we can
target?
Is there a minimum spend commitment
to run a managed service campaign?
Does Amazon also have 3rd party audiences?
Can I choose to blacklist or whitelist streaming TV apps?
Q&A
Do you offer QR codes or interactive video ads?

35. A M A Z O N C O N F I D E N T I A L
A M A Z O N C O N F I D E N T I A L
A M A Z O N C O N F I D E N T I A L
Thank you / Mahalo