It’s begun – Amazon Prime subscribers across the UK will start seeing adverts on streaming Prime Video from the 5 February and, even if they pay to remove them, they’ll still be shown on live event (i.e. Sports) and Freevee streams.
But who’s most likely to buy?
It’s a generational thing
Last year, Amazon published a report which dug into the stats of ads on streaming services.
Their findings, which accompanied the retail giant’s announcement of its own ads tier, surveyed 2,000 people across age groups, and showed a clear generational divide.
Just over a third of Gen-Z and Millennial adults (34%) said they would be likely to make a purchase if they saw something they liked in an automatic standard ad played during streaming TV content.
And of course, they’re the ones who are streaming the most – 93% of consumers between the ages of 18-39 streaming for more than an hour every day.
For those whose products are aimed purely at an older market, the figures aren’t quite as promising.
Just 10% of the over 55s said they were likely to buy something they saw advertised in their streaming service.
But all is not lost…
Quality content shines through
You see, the figures shift for quality and relevance – and that shift goes both ways.
Of the entire 2,000 survey pool, a whopping 89% said they are “receptive to ads that are interesting, relevant or help keep subscription costs down”.
Meanwhile, boring or poorly targeted ads look set to be punished equally across the age groups – 40% saying they’d skip if not interested, 38% if ads were too long and 36% if ads were irrelevant.
So the answer is…
As always, the answer lies in engaging content and great targeting.
And, with the possibility of shoppable ads in the periphery (Amazon, after all, being the ones who can facilitate them), we think it will pay to explore this exciting new Amazon Ads opportunity from the start.
Love to explore how Amazon Prime Ads could enhance your strategy? Get in touch with our Ads experts now.