IPG Mediabrands and Amazon Ads announce deal to help brands reach audiences through Prime Video ads

Amazon Ads announced today a three-year agreement with IPG Mediabrands, which will connect brands with relevant audiences via Prime Video ads when TV shows and movies on Prime Video start including limited advertisements in early 2024. IPG Mediabrands is the first media holding company to partner with Amazon Ads on this new offering. Prime Video ads will initially roll out in the U.S., U.K., Germany, and Canada, followed by France, Italy, Spain, Mexico, and Australia later in the year. IPG Mediabrands will support all of these countries in 2024.“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,” said Eileen Kiernan, global CEO of IPG Mediabrands. “We are excited to play a role in this game-changing addition to the streaming TV marketplace and serve as Amazon’s anchor partner as they bring Prime Video ads to life.”Amazon Ads and IPG Mediabrands will collaborate to help brands add global Prime Video audiences to their media strategies, including first-look opportunities for new ad formats and content sponsorships in each region. IPG Mediabrands advertisers will reach and engage steaming audiences with the benefit of Amazon’s first-party shopping and entertainment insights to create relevant ad experiences for Prime Video viewers.“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,” said Alan Moss, vice president of global sales for Amazon Ads. “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.”In the U.S., Prime Video ads will reach an estimated 115 million viewers on a monthly basis. Amazon aims to have meaningfully fewer ads than linear TV and other streaming TV providers while simultaneously offering advertisers reach, frequency, and opportunities to tailor their messages. Prime members will have the choice to sign up for an ad-free option of Prime Video.