Amazon Ads and IPG Mediabrands have entered into a three-year deal to help advertisers reach audiences through Prime Video ads.
The agreement will enable brands to reach “relevant” audiences via Prime Video ads, which are due to launch on the Amazon’s streaming platform in early 2024.
IPG Mediabrands, the media-buying arm for Interpublic Group, is the first media holding company to partner with Amazon Ads on this new offering.
The group, which includes agencies UM, Initiative and Mediahub, will get “first-look opportunities” to use new ad formats and content sponsorships in each region.
In return, IPG Mediabrands advertisers will have access to Amazon’s first-party shopping and entertainment insights to create targeted ads for Prime Video viewers.
Eileen Kiernan, Global CEO of IPG Mediabrands, said: “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.”
Prime Video ads will initially roll out in the US, UK, Germany, and Canada, followed by France, Italy, Spain, Mexico, and Australia later next year. IPG Mediabrands confirmed it will support all of these countries in 2024.
Alan Moss, vice-president of Global Sales for Amazon Ads, added: “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.
“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.”