Winning on Streaming TV

At a glance:

The democratization of streaming TV advertising now enables mid-sized, non-endemic brands to leverage Prime Video’s premium inventory to drive proven performance. Here’s how this creates a competitive edge:

• Premium access for all: Amazon Ads has leveled the playing field, granting independent agencies and mid-sized brands access to massive reach—covering 82% of UK households—that was previously reserved for massive budgets.
• Attention over CPM: While Prime Video inventory may carry a higher initial cost (CPM), it delivers superior value by generating 3x the attention of social video platforms among a younger, affluent demographic.
• Proven efficiency: Real-world case studies validate this high-quality approach, demonstrating that despite higher upfront costs, premium streaming placements can reduce Cost Per Action (CPA) by 26% while driving significant lifts in brand awareness.

Amazon Ads has democratized premium reach.

The event discussions centered on Amazon Ads' evolution into a “one-stop shop” for all advertisers, regardless of their retail presence. The strategy hinges on the massive reach of Amazon in 82% of UK households and Prime Video’s 22 million viewers monthly.

Speakers highlighted that the right partnership now levels the playing field for mid-sized non-endemic brands. Monks helps reduce three core barriers discussed at the event: making access and budget work through consolidated spend; handling the technical heavy lifting of DSP setup; and empowering teams with strategic knowledge. As noted during the session, this direct access allows independent agencies to compete for premium attention previously out of reach.

Prime Video delivers value through attention.

During a standout presentation, Joe Hayes, Senior Video Sales Specialist at Amazon, offered a deep dive into the value of the Prime Video audience, typically younger and more affluent viewers who subscribe to Prime. Accessing such a premium demographic often leads to additional audience fees in typical CTV media buys. On Prime Video, this is the core audience. 

Hayes argued that judging media efficiency solely by initial impression cost is a trap. The real metric to watch is attention. He cited research from Lumen indicating that Prime Video delivers 3X the attention compared to social video platforms, showing how paying for an affluent, engaged audience in a lower ad-load environment ultimately drives better efficiency.

Real-world data proves value of investment.

To prove that this strategy isn't just theory, we shared a case study from a recent partnership with a non-endemic entertainment brand focused on sign-ups and brand awareness. The data presented was stark: despite a 14% higher CPM versus a popular programmatic video provider, the campaign delivered a 26% lower Cost Per Action (CPA). These high-attention placements also drove a 5PP lift in brand awareness and a 3PP lift in favorability. The case study reinforced the event's core message: high-quality, high-attention inventory is a clear path to driving both brand building and lower-funnel efficiency when media is properly orchestrated.

Embrace a new competitive edge.

The gathering at Principal Place served as a signal that the playing field has been leveled. World-class attention and audience data are now available to engaged independent agencies.

However, the consensus was that access is only the starting point. The competitive advantage now rests with specialists capable of turning complex Amazon data signals into clear, measurable ROI. As the presentations concluded, it was clear that the future of media for non-endemic brands is being written on the largest screen in the house, streaming TV.