Amazon has signed a three-year deal with IPG Mediabrands to help jumpstart advertising for the Prime Video ad-supported tier set to launch next year.
interpublic's Mediabrands holding group — comprised of the UM, Initiative, Mediahub and Kinesso agencies and various marketing and buying services units — will include Prime Video in its buying strategies, getting “first-look opportunities” at new ad formats and content sponsorships in all of the regions in which the tier is available.
Mediabrands clients — which include Johnson & Johnson, General Mills, Mattel, American Express, CVS and many others — will have access to shopping and entertainment insights gleaned from Amazon’s massive first-party database and analytics capabilities.
Prime Video will initially offer the ad-supported platform in the U.S., U.K., Germany and Canada, followed by France, Italy, Spain, Mexico and Australia later next year.
It will reach about 115 million viewers worldwide on a monthly basis at launch, and have “meaningfully” fewer ads than traditional TV, according to Amazon.
“Amazon’s latest offering brings a first-to-market opportunity for our clients to reach consumers at the category level in a comprehensive, scalable way — from culture and content to commerce and shoppable experiences,” said Eileen Kiernan, Global CEO of IPG Mediabrands.
“From our first conversations, IPG Mediabrands has leaned in so that their clients can be among the first brands to engage with the Prime Video streaming audience across the nine countries we’ll serve starting in early 2024,” said Alan Moss, vice-president of Global Sales for Amazon Ads. “When we begin introducing limited ads into Prime Video shows and movies, Prime Video will be one of the largest premium ad-supported services in most countries where we operate. This means we can simultaneously offer brands unmatched reach and frequency to help them achieve their business goals.”
While Interpublic is the first holding company to announce an advertising buying deal with Prime Video, it appears that others are also likely to strike deals with the giant streamer.