Amazon’s 2024 UK Upfront: Prime Video has ad-supported reach of more than 19m in UK

“By combining award-winning TV series and films, billions of first-party signals, and leading ad tech, we are helping brands deliver relevant ad experiences at an entirely new scale,” explained Phil Christer, Managing Director at Amazon Ads UK, opening the 2024 Upfront. Here’s a round up of what followed… 

Delivering full-funnel advertising at scale 

For the first time, Amazon shared the average monthly ad-supported reach of Prime Video in the UK, following the introduction of ads to Prime Video in February this year. It now reaches an ad-supported audience of more than 19 million customers in the UK every month, with Amazon explaining that 52% of Prime Video viewers do not watch any paid linear TV in the UK. The Amazon team also shared a number of examples of how brands are harnessing the opportunity to reach audiences via its touchpoints - including Hasbro’s full-funnel Peppa Pig campaign that delivered an 18% increase in toy product sales on Amazon. During the campaign, 68% of Peppa Pig purchases were made by new-to-brand customers. 

A plethora of new shows 

Jennifer Salke, Head of Amazon MGM Studios, was joined on stage by a wealth of top-tier acting talent, such as Priyanka Chopra-Jonas, Viola Davis, Asha Banks, Idris Elba, Orlando Bloom, Bryce Dallas Howard, Hero Finnes Tiffin, Simone Ashley and many more. All star in upcoming Amazon Originals, with Young Sherlock’ directed by Guy Ritchie, and Deep Cover, an action-comedy filmed in the UK, among the debut shows shared. Live Sports is also central to Amazon’s offering, with Gabby Logan, Clarence Seedorf and Frank Lampard taking to the stage to discuss coverage of the UEFA Champions League. 

Introducing interactive video ads  

New launches debuted at the event included shoppable interactive video ads that allow customers to engage with a brand by adding the advertised item directly to their Amazon cart. In addition, shoppable carousel ads let customers browse and purchase multiple related products during ad breaks on Prime Video. Both will launch in the UK in 2025, with Christer explaining: “These new ad formats enable viewers to learn more about, and make a purchase from, your brand without ever having to leave the viewing experience. This not only makes it easier for Prime members, but it also helps brands to unlock insights into lower-funnel interactions and better inform their campaign strategies.”

Digital Upfronts is running 2-24 October 2024. Find out about all the events that are running here.