Amazon unBoxed Day 2 Keynote Talk - Building Brands & Capturing Customers Attention Through Streaming

Here’s a summary of key insights and trends discussed at the Keynote talk of day 2 at Amazon Unboxed 2024. Day 2’s keynote talk involved industry leaders and special guests talking all things streaming and how to capture customers attention and build brands that resonate in the streaming era. 

Amazon's entertainment network spans film, TV, live sports, music, and podcasts, creating “can’t-miss” moments that captivate audiences. This ecosystem enables brands to build deeper connections with customers. 

Here is everything we learnt today! 

Shifting Consumer Habits in Streaming 

• Audiences are becoming increasingly fragmented across numerous streaming services, making it harder for brands to capture their attention and reach them consistently. 

• However, with the rise of streaming, this offers more opportunities for personalised advertising and targeted reach across different streaming services.  

The Role of Live Sports in Streaming 

• Live sports remain a key area for reaching large audiences on streaming platforms. 

• Sports streaming provides massive opportunities for brands to engage viewers through interactive ads and data integration, such as Prime Video's plans for the Black Friday NFL game as these viewers are paying lots of attention to the sporting events. 

• Despite the rise of on-demand content, live sports continue to be a major unifier. Events like big games still bring people together in real time, showcasing the continued importance of live broadcasting in the streaming era. 

 Sponsored TV 

• Sponsored TV has expanded to more regions. It’s now available in the US, Canada, Mexico, Brazil, and the UK, with more locations coming very soon. 

• Amazon are bringing remarketing to Sponsored TV. You can now easily re-engage customers who’ve seen Sponsored TV ads through Sponsored Display, which is major for helping move customers down the funnel. 

• Sponsored TV is now available to all brands, not just those that sell on Amazon, so any advertisers can take advantage of these opportunities. 

 New Ad Formats & Shoppable TV 

• Shoppable TV ads are becoming a reality, allowing brands to blend top-of-funnel awareness with bottom-of-funnel conversions. 

• Virgin Voyages’ branded reality series serves as an example of integrating shoppable content seamlessly into streaming experiences. 

 Full-Funnel Advertising Opportunities 

• Streaming allows for holistic advertising strategies, measuring both brand perception (top-of-funnel) and direct conversions (bottom-of-funnel). 

• Data from platforms like Amazon Marketing Cloud helps brands reach precise audiences with relevant messaging. 

 TV Advertising Democratisation 

• Self-serve platforms are making TV advertising accessible to smaller businesses, lowering barriers to entry. 

• AI advancements are further simplifying the creation of high-quality ad content for TV. 

 Personalisation at Scale 

• Personalisation in streaming is seen as the "Holy Grail" for advertisers, with AI-driven tools promising more tailored ad experiences. 

• The industry is moving toward contextual ad placements, which resonate better with consumers and increase ad recall. 

 Growth in Advertising 

• Amazon saw a remarkable 90% increase in the number of advertisers during the Olympics, setting new revenue records. This growth isn't just for large brands—small and medium-sized businesses (SMBs) are also benefiting by tapping into the reach of television. 

• The digital landscape has redefined SMBs, transforming them from local shops into national digital storefronts. With access to advertising opportunities like streaming, SMBs can now compete on a larger scale. 

Embracing Streaming for Brand Building  

• Investing in brand advertising on streaming platforms pays off over time. As conversions become more efficient, advertisers can reach the right audiences through targeted streaming opportunities. 

• With the holiday shopping season approaching, Amazon is encouraging brands to leverage streaming ads to maximise their reach during these critical sales events. 

• The streaming landscape allows creators to focus on niche audiences who share specific interests. This freedom encourages authenticity and helps build dedicated communities around shared passions, rather than trying to appeal to everyone. 

Authenticity is Key 

• Successful content today focuses on being bold and authentic, resonating with audiences who value genuine experiences. Sharing real stories and embracing one's unique voice are crucial for engaging viewers. 

Summary 

These insights highlight the power of streaming, the importance of connecting with audiences in a meaningful way, and how digital platforms continue to shape the future of media consumption. 

Streaming has revolutionised how audiences consume content, allowing for greater flexibility and access across demographics. Unlike traditional TV, where everyone had to watch at the same time, streaming gives people the freedom to watch what they want, when they want. 

If your brand wants to explore the opportunities that streaming can present to your brand, get in touch with the team today at hello@toucanecommerce.com