Amazon and IPG Mediabrands have officially inked a three-year ad-streaming deal

Amazon and IPG Mediabrands, the media and marketing solutions arm of Interpublic Group, have inked a three-year deal to introduce commercials on Prime Video beginning next year. IPG Mediabrands is the pioneer in partnering with Amazon Ads for this initiative.

The rollout of Prime Video ads will initially commence in the US, UK, Germany, and Canada, followed by expansion to France, Mexico, Spain, Italy, and Australia. IPG Mediabrands will provide support across all these regions in 2024.

Main details of Amazon and IPG Mediabrands deal

Eileen Kiernan, global CEO of IPG Mediabrands, expressed excitement about the collaboration. He highlighted Amazon’s unique opportunity for comprehensive consumer outreach. The partnership aims to integrate marketing strategies with Prime Video audiences globally. It also offers new ad formats and content sponsorships in different regions.

Amazon Ads will provide IPG Mediabrands’ clients access to valuable data on Amazon customers. They also offer advertisers opportunities for customization and effectively reaching audiences. Prime members will also have the choice to subscribe to an ad-free version of Prime Video.

According to Alan Moss, VP of Global Sales at Amazon Ads, we are gradually introducing ads in Prime Video content. It will become a significant premium ad-supported service in many countries. This positions Prime Video to provide brands with unparalleled reach and frequency to support their business objectives.

How will it impact the users?

Alan Moss, VP of Global Sales at Amazon Ads, notes that IPG Mediabrands has eagerly embraced the opportunity for their clients to be among the first engaging audience in nine countries from early 2024. As limited ads are introduced to Prime Video content, it’s poised to become a significant premium ad-supported service in many countries. Moreover, it gives brands unparalleled reach and frequency to meet their business goals.

Amazon’s advertising push aligns with the growing trend in streaming ads, with Disney+ and Netflix now offering ad tiers. This expansion joins platforms like Tubi, Paramount+, Peacock, and Pluto in the evolving landscape.

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