How brands can use streaming TV ads to create a resounding presence in the places that matter
đˇ Amazon Original: Fallout
Emmy nominations for Amazon Original Series Fallout in 2024
In todayâs fast-paced digital landscape, great content holds unparalleled sway over culture â none more so than the content audiences are watching on streaming TV (STV).
Just look to the record-breaking 80 Emmy nominations for The Marvelous Mrs Maisel (the most for a streaming show ever) or the 25 million global viewers that tuned into The Lord of the Rings streaming series The Rings of Power; then think about Sophie Ellis Bextorâs return to the charts after featuring in the iconic closing scene of dark comedy Saltburn.
These moments happening on screen are having a ripple effect as they live on through water cooler chats â or dances on TikTok. As audiences crave more meaningful connections, theyâre looking for content that not only entertains but can influence public discourse, shape cultural identities, and bring niche topics into the mainstream spotlight.
With this comes an opportunity for brands to capitalize on these cultural touchpoints, leveraging the credibility and attention of premium content to connect with audiences in the place they choose to spend their time.
And whatâs more? Viewers are open â even expecting â this integration. According to new report From Ads to Zeitgeist by Amazon Ads, consumers believe that brands have a critical role to play in creating collective experiences. With 58% of UK respondents aged 18-64 agreeing that advertising has the power to shape and create culture, brands can engage and align with diverse and dynamic narratives to increase resonance, relevance Ââ and make their ads work harder by association.
The cultural power of STV
Weâve already seen the effect of how strategic content integration can shift consumer perceptions and behaviors. The eBay x Love Island partnership has redefined the perception of second-hand items, positioning them as âpre-lovedâ treasures, while the phenomenon of âset-jettingâ, which sees fans travel to locations featured in their favorite shows, highlights a broader cultural movement where content consumption drives real-world actions.
With these cultural dynamics at play, brands face a crucial question: how can they authentically contribute to audience culture through STV â and not just chase a passing trend? Itâs about understanding the nuanced relationship between content, consumers and brands.
This intersection represents the significance of âplaceâ when it comes to entertainment. Because these shows arenât perceived as an advertising environment, but rather a destination where people are choosing to engage with content, and the cultural conversations happening around it.
đˇ Amazon Original: Saltburn
Crafting culturally resonant TV ads
To help brands find their place in these moments, we turned to the experts to find out their essential tips and considerations for creating authentic and impactful streaming TV ads.
đˇ Amazon Original: The Marvelous Mrs. Maisel
1. Emotional resonance
Plot-driven storytelling that tugs at the heartstrings
Much like a well-crafted short story, an effective STV ad can benefit from a clear plot, developed characters, and a satisfying resolution. By mirroring the viewerâs journey, the narrative will draw audiences in with relatable scenarios and emotional depth.
Emotionally charged content that evokes strong feelings, be it joy, nostalgia, or inspiration, is more likely to leave a lasting impression. According to Amazonâs Zeitgeist research, 65% of Gen Z and millennials in the UK seek a greater sense of community and belonging. Campaigns that tap into these shared experiences can foster deeper connections.
Case study: Peppa Helps
When Hasbro wanted to reach parents of pre-school kids to drive brand favorability across its line of Peppa Pig products, the brand worked with its agency Kepler to activate ads across Prime Video that showed how the Peppa Pig show and products could help the parents with common pain points, from packing for the family to settling their children into their first âbig kidâ bed.
âPrime Video was the perfect option for reaching our Peppa consumer due to the ability to tap into Amazon first party insights to reach parents with kids in the household and placement to run our content in brand safe, big screen inventory,â says Jennifer Burch, senior director of global media at Hasbro.
In addition to a +21% lift in branded searches and +18% observed increase in sales year over year, a third-party brand lift study confirmed an increase of 14% brand favorability in audiences aged 18-34 with children in the home. By tapping into the universal feelings and shared experiences of parents, Hasbro was able to resonate and see results. And the strategy quickly went global, with the early success of the Peppa Pig campaign leading Hasbro to expand its Prime Video test for the US.
Lift in branded searches
Observed increase in sales YoY
Increase in brand favorability in audiences aged 18-34 with children in the home
Case study: Peppa Helps
When Hasbro wanted to reach parents of pre-school kids to drive brand favorability across its line of Peppa Pig products, the brand worked with its agency Kepler to activate ads across Prime Video that showed how the Peppa Pig show and products could help the parents with common pain points, from packing for the family to settling their children into their first âbig kidâ bed.
âPrime Video was the perfect option for reaching our Peppa consumer due to the ability to tap into Amazon first party insights to reach parents with kids in the household and placement to run our content in brand safe, big screen inventory,â says Jennifer Burch, senior director of global media at Hasbro.
In addition to a +21% lift in branded searches and +18% observed increase in sales year over year, a third-party brand lift study confirmed an increase of 14% brand favorability in audiences aged 18-34 with children in the home. By tapping into the universal feelings and shared experiences of parents, Hasbro was able to resonate and see results. And the strategy quickly went global, with the early success of the Peppa Pig campaign leading Hasbro to expand its Prime Video test for the US.
Lift in branded searches
Observed increase in sales YoY
Increase in brand favorability in audiences aged 18-34 with children in the home
đˇ Amazon Original: Saltburn
of UK audiences want to see âmore genuine, real stories in the media that reflect different culturesâ
Source: Amazon Ads From Ads to Zeitgeist
2. Authentic integrations
Blurring borders to reflect global cultures
With more and more countries now contributing to the global conversation, weâre seeing cultural fusion manifest in original and creative ways â through fandoms, aesthetics, music styles and more.
Sixty-five percent of UK respondents to the Zeitgeist research want to see âmore genuine, real stories in the media that reflect different culturesâ. But these stories shouldnât be an afterthought; they need to be rooted in the brandâs values, while leaving room for individual interpretation and opportunities for self-expression to facilitate spaces for everyone.
âTruly global brands need to understand that âmarketsâ are probably not the most relevant way to plan â instead there is going to be much more nuance and, therefore, advantage in understanding how digital cultures and sub-cultures exist globally,â says Nick Palmer, global head of media transformation at EssenceMediaCom. âFor example, in addition to country-specific media experts, consider having specialists in gaming or football communities.â
In addition to having the right people in the room, brands can consider their customers in their streaming TV ads â emphasizing the backstories of real people and creators who represent a wide range of experiences.
3. The same but different
Elevating familiarity with original concepts
In a period of nostalgia overload, the Zeitgeist research notes that 64% of UK audiences are seeking more original content, and 58% feel itâs important to see the âweirdnessâ and real personalities of people represented in culture. Embracing novel and unexpected creative directions can help brands establish their own legacy within the cultural fabric.
Customers are drawn to ads that resonate with them, and their routines and needs â while inspiring and enhancing their experiences, says Amazon Adsâ head of creative studios, EU, LatAm and APAC, Giulia Poli: âAs familiarity is often dominating consumer preferences, sparking interest through original concepts can be difficult for many brands. The challenge is to strike this balance. Too much familiar is boring, while going original to the extreme wonât connect with the majority of audiences.â
Microsoft, for example, blended familiarity with novelty in its multichannel campaign for the Windows 11 launch in France, by pairing the 20-year career legacy of French-American basketball legend Tony Parker alongside the history of Windows â effectively aligning their stories to introduce the benefits of the new OS.
Read more on this campaign and others in our Story of Storytelling report.
đˇ Amazon Original: The Lord of The Rings - The Rings of Power
of UK audiences are seeking more original content
Source: Amazon Ads From Ads to Zeitgeist
đˇ Amazon Original: Clarkson's Farm
Putting it all into place
While this article sets the scene, Amazon Ads and The Drum will soon be taking the âpower of placeâ quite literally, by bringing leading marketers on location â to the sets of (or nearby) some of the most popular Prime Video shows to discuss the power of meeting audiences in the places that matter.
This story will continue to be updated when each episode drops, so keep checking back. And while you wait for that, to quote Jeremy Clarkson, why not âdo a thingâ and get ready for episode one by catching the latest season of Clarksonâs Farm here on Prime Video.
