In recent years, Twitch has taken the world by storm and can be viewed either live or using video on demand. During last week’s unBoxed 2021 virtual advertising conference, Amazon announced that it will start placing display ads, more commonly known as banner ads, inside Twitch livestreams.
Twitch is an interactive livestreaming service and global community that comes together every day to create unique, live, and unpredictable experiences from the interactions of millions. These Gen-Z viewers are hard-to-reach yet highly engaged with 62% of viewers engaging with esports and gaming personalities daily, according to US Data in a 2018 Nielsen Esports Study. To help brands better engage audiences in these important entertainment contexts, Sponsored Display is expanding to serve ads where audiences come to spend their time on Twitch — on channels, during a creator’s livestream.
Twitch channels are where viewers go to watch their favorite creator’s livestreams and chat with them in real time. Now advertisers can use Sponsored Display audiences based on shopping and streaming signals, including custom built audiences (i.e., Views & Purchases Remarketing) and Amazon Audiences, to engage relevant Twitch viewers on these channels, in addition to the Browse tab and directory pages on Twitch. Display ads during the livestream are integrated seamlessly and serve in prominent, above-the-fold placements, allowing brands to help reach audiences without disrupting the streaming experience. All advertisers can leverage this easy-to-use, self-service feature to help tell their story. Just like any other Sponsored Display campaign, ads serving on Twitch support Sponsored Display’s creative customization capabilities including headlines, logos, and custom images. Additionally, advertisers can still bring their unique insights to their campaigns serving on Twitch by leveraging refinements such as brand, price, star rating, and Prime eligibility.
When should you use?
Build Your Brand with Existing Audiences: Reach existing audiences who have viewed or purchased from your brand in new entertainment contexts like Twitch. By complementing your existing Sponsored Products and Sponsored Brands campaigns with Sponsored Display, you can help better engage audiences throughout their shopping journey. We’ve observed advertisers with a balanced investment across all three products and at least 7% of their investment in Sponsored Display, have seen better results: up to +15% YoY sales and better ROAS compared to those only using Sponsored Products, according to an Amazon 2021 Internal Study of 8,500 Advertisers, Balance investment refers to at least 66% of spend with Sponsored Products, 24% with Sponsored Brands and 7% with Sponsored Display.
- As you think about engaging existing audiences in new contexts, we recommend leveraging our custom image creatives. If your goal is to increase Detail Page View Rate, these creatives outperform autogenerated creatives by +30% when serving outside Amazon’s store.
Discover New Audiences: Help discover new audiences in other parts of their shopping journey by reaching audiences who have viewed or purchased in or out of the aisle as well as across our pre-built Amazon Audiences. Advertisers who use Sponsored Display Audiences, on average, are seeing up to 82% of their sales driven by new-to-brand customers.
- As you launch new products or seek to improve the visibility of existing products, we recommend using headlines, logos, or custom images to help you stand out. Dynamic badging such as deals badges also allow you to also augment markdowns and leverage high-traffic promotional periods to help engage new audiences.
Where do these ads serve on Twitch?
Twitch channels, during a creator’s livestream
- Help reach highly engaged, hard-to-reach audiences with ads on prominent, above the fold Twitch placements
- Help build your brand with relevant audiences using Sponsored Display’s custom-built audiences as well as curated Amazon Audiences such as Lifestyle, Interest, and In-Market audiences.
Run your own Sponsored Display ads on Twitch using Pacvue for Amazon, the leading platform to manage Amazon Advertising campaigns. Request a demo to see how you can increase sales with Pacvue today! We’ll walk through Pacvue’s customizable dashboards, five levels of automation, retail data integration, Share of Voice reporting, and more.