Total TV Advertising and Amazon DSP: Consolidating Fragmented Streaming Campaigns

Yet for us on the brand and media planning side, chasing that same viewer has turned into a massive operational headache.

Because we have tried to be everywhere at once, we have ended up creating what we call disconnected media buying. Beyond the obvious ad fatigue it creates for the viewer, we lose complete visibility over the overall customer journey—and advertisers end up paying multiple platform tech fees just to reach the exact same overlapping audiences.

We have partnered with Amazon for more than ten years now, and watching their ad stack evolve over that time has been fascinating. But what they are doing right now feels like a genuine turning point: rather than just pitching Amazon DSP as another retail ad platform, they are deliberately building it into the consolidated buying engine for what our industry calls Total TV.

Making Sense of Total TV (Without Getting Lost in Acronyms)

There is a phrase that has taken over media plans and industry discussions lately: "Total TV." It can sound like just another piece of agency jargon at first, but once you break it down, it perfectly captures the reality of modern viewing.

Our industry loves an acronym soup: we talk constantly about linear TV, BVOD (broadcaster video-on-demand), SVOD (subscription VOD), AVOD (ad-supported VOD), FAST (free ad-supported streaming TV), and TVOD (transactional VOD). But for the person sitting on the sofa with a remote in hand, none of those distinctions exist. To them, TV is just TV.

Total TV brings all of these environments under one umbrella, but the most common reason why advertisers haven’t already consolidated their streaming buys is fragmentation. If you wanted to buy Prime Video, Netflix, Disney+, Channel 4, Sky, or any other SVOD and BVOD channels, you previously had to juggle different contracts, multiple minimum spends, and distinct buying platforms. You ended up with siloed data and no way to manage frequency across them.

This is where the ground is shifting fast. In early 2025, only around 20% of UK SVOD and BVOD time spent was accessible programmatically through Amazon DSP, according to data from Amazon. Today, that number has near-quadrupled to 78%.

Think about what that actually means for a campaign planner. In one platform, you can now access over 35 million UK adults each month (nearly two-thirds of the UK adult population) without having to stitch together fractured insertion orders.

At the same time, some streaming giants are capturing an ever-greater share of viewers’ attention and viewing time: 

• Netflix, for example, stands out for the cultural moments it creates whenever a new series is released, getting everyone talking and generating what’s known as the “Netflix effect.” With more than 15 million active viewers in the UK, Netflix helps brands make a lasting impact through carefully curated ad breaks and consistent, year-round engagement.
• Disney+’s strength lies in its passionate fandom and the emotional nostalgia associated with its content. This translates into measurable results: campaigns on the platform drive 31% higher positive emotions, an 11-percentage-point lift in brand image, and a 12-point increase in purchase intent.
• Channel 4 offers fully logged-in first-party data and partnerships with major loyalty schemes like Boots and Tesco.
• Then there’s Sky, with an extensive content portfolio spanning entertainment, news and live sports. Its offering covers both on-demand and linear TV, as well as digital apps featuring short-form video on demand.

Why Amazon DSP Is Built for Consolidation

Premium streaming inventory all in one place is convenient, but the real value lies in what you can do with it.

Take frequency, for example. We’ve all been there: you’re relaxing on the sofa, watching a couple of episodes, and the same car or insurance ad pops up again and again. It’s annoying for viewers, and it’s not a great use of an advertiser’s budget either.

If you’ve run campaigns on Amazon, you’re probably already familiar with the breadth of its data. But bringing multiple channels together in one DSP can offer another important advantage: the ability to manage ad frequency across programmatic SVOD and BVOD campaigns. Where supported, advertisers can apply a shared frequency cap at the user or household level across services such as Prime Video, Disney+, and Channel 4. That can mean fewer repetitive ads, less wasted spend, and more opportunities to reach new audiences. Consolidating activity on one platform can also help reduce technology fees, leaving more of the budget for media.

And there’s more: CTV doesn’t have to be just an upper-funnel channel measured by reach and awareness. With Amazon Marketing Cloud, advertisers can go beyond vanity metrics and explore what happens after someone sees an ad on their TV, whether searching for a brand on Amazon to make a purchase, visiting a website, or even going to a store. By combining first- and third-party measurement solutions, CTV can play a role across the full funnel, helping connect brand-building with business outcomes.

How We Help Our Clients Make the Leap

So, how do we turn all of this into tangible business value for our clients?

We work directly alongside our client teams to make consolidation straightforward and effective:

1. Auditing and Eliminating Waste: We audit fragmented CTV and video plans to eliminate duplicate tech fees and overlapping reach. Consolidating your campaigns onto Amazon DSP immediately stops frequency waste and maximizes campaign performance.
2. Structuring the Right Activation Route: We work together to determine the ideal deal architecture for each campaign goal. If a brand needs guaranteed delivery against unmissable cultural programming or major tentpole moments, we consolidate reach via Programmatic Guaranteed (PG) deals. If the priority is real-time flexibility, custom audience modeling, and granular closed-loop attribution in AMC, we set up targeted Private Marketplace (PMP) activations.
3. Supporting Amazon Ads access: If clients have the experience and confidence to manage campaigns themselves, we can help them get set up on Amazon DSP quickly. If not, we can provide training and troubleshooting support, while helping secure sponsorship or bonus impressions where available.

To wrap up: Amazon DSP isn’t just for retail brands buying retail media on Amazon.com anymore. It has quietly evolved into an all-in-one buying engine for Total TV—and for brands ready to cut out the operational noise, that consolidation makes all the difference.