01.24.19

Level Up Your Amazon Presence with IMDb TV Advertising

There’s no question that people are transitioning from traditional TV to over-the-top (OTT) services like Fire TV. In fact, there were nearly 200 million OTT viewers in 2018. When you consider the factors transforming OTT consumption into a mainstream behavior (for your customers as well as you, in all likelihood), the first thing you probably think about is the acceleration of cord-cutting and the documented success in the OTT space. It makes sense that Amazon is pushing forward to make its technology more appealing from an entertainment and advertising perspective. Right now, there’s no better indication of Amazon’s plans than the launch of Freedive (rebranded as IMDb TV)—an ad-supported and free way to stream entertainment for your customers, and another way to expand your advertising presence on Amazon. It’s a win-win.

What Is IMDb TV and What Does It Means for Advertisers

IMDb TV, launched by Amazon through its subsidiary, IMDb (acquired by Amazon in 1998 to expand beyond books), is a streaming service that gives people access to an ad-supported collection of TV shows like Fringe, and The Bachelor as well as movies like The Illusionist, and Memento. The content is free for consumers and can be viewed through the IMDb website or through Amazon’s OTT technology, Fire TV.

From a user-facing perspective—Amazon wants to compete in the AVOD (ad-supported video-on-demand) world. Col Needham, Founder, and CEO of IMDb said, “Customers already rely on IMDb to discover movies and TV shows and decide what to watch. With the launch of IMDb TV, they can now also watch full-length movies and TV shows on IMDb and all Amazon Fire TV devices for free. We will continue to enhance IMDb Freedive (IMDb TV) based on customer feedback and will soon make it available more widely, including on IMDb’s leading mobile apps.” There’s no ulterior motive.

From an advertising angle, IMDb TV takes advantage of IMDb’s loyal audience of over 250 million unique monthly visitors. Leveraging this brand and audience marks Amazon’s opening move into the AVOD world and positions the company to rival long-standing players in the space, like The Roku Channel. For you, IMDb TV means a larger addressable audience and another opportunity to tap into Amazon Prime’s growing base of loyal online shoppers. If you’re an advertiser interested in gaining access to the living room glass of your audiences, getting out ahead of the curve on this before your competition latches on should be at the forefront of your strategy.

Advertising via IMDb TV opens up additional video inventory—which may soon include live TV—that you can use exclusively with Amazon’s expanding OTT advertising offerings. In a maturing advertising environment that encourages experimentation, this can be an effective and efficient way to scale. Furthermore, when you consider the ability to leverage Amazon’s exclusive targeting capabilities—which include behavioral segments—it’s easy to see why IMDb TV is expected to be a leading player in the space for years to come.


Already the third-largest digital ad seller in the US, Amazon’s expansion into premium and streamable content will make big waves for its ad business and pay dividends if you’re ready and willing to jump. With brands like Verizon and Toyota already realizing the value, it’s clear that the opportunity is ripe.

 

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