📷 Amazon Original: Fallout
Emmy nominations for Amazon Original Series Fallout in 2024
In today’s fast-paced digital landscape, great content holds unparalleled sway over culture – 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 Bextor’s 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 – or dances on TikTok. As audiences crave more meaningful connections, they’re 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 what’s more? Viewers are open – even expecting – 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 – and make their ads work harder by association – if they show up in the right way.
The cultural power of STV
We’ve 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 “pre-loved” treasures, while the phenomenon of ‘set-jetting’, 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 – and not just chase a passing trend? It’s about understanding the nuanced relationship between content, consumers and brands.
This intersection represents the significance of ‘place’ when it comes to entertainment. Because these shows aren’t perceived as an advertising environment, but rather a destination where people are choosing to engage with content, and the cultural conversations happening around it.
📷 Amazon Original: Saltburn
Behind the streams
Hear from today’s marketers on how they’re using streaming TV to make their ads work harder
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Crafting culturally resonant TV ads
Learn essential tips and considerations for creating authentic and impactful streaming TV ads
📷 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 viewer’s 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 Amazon’s 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 “big kid” bed.
“Prime 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,” 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 “big kid” bed.
“Prime 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,” 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
📷 Amazon Original: Saltburn
of UK audiences want to see ‘more genuine, real stories in the media that reflect different cultures’
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, we’re seeing cultural fusion manifest in original and creative ways – through fandoms, aesthetics, music styles and more.
Sixty-five percent of UK respondents to the Zeitgeist research want to see ‘more genuine, real stories in the media that reflect different cultures’. But these stories shouldn’t be an afterthought; they need to be rooted in the brand’s values, while leaving room for individual interpretation and opportunities for self-expression to facilitate spaces for everyone.
“Truly global brands need to understand that ‘markets’ are probably not the most relevant way to plan – instead there is going to be much more nuance and, therefore, advantage in understanding how digital cultures and sub-cultures exist globally,” says Nick Palmer, global head of media transformation at EssenceMediaCom. “For example, in addition to country-specific media experts, consider having specialists in gaming or football communities.”
In addition to having the right people in the room, brands can consider their customers in their streaming TV ads – 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 it’s important to see the “weirdness” 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 – while inspiring and enhancing their experiences, says Amazon Ads’ head of creative studios, EU, LatAm and APAC, Giulia Poli: “As 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 won’t connect with the majority of audiences.”
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 – 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.
📷 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
Lloyds Banking Group
For Lloyds Banking Group, showing up in the right way means ensuring a consistent – and quality – customer experience. “We can't talk a good game about having a fantastic experience in app or in branch if, as soon as we're advertising to people away from our own environments, we're frustrating them, either by appearing too many times or by interrupting content where we don't have permission to appear,” says Sam Hunt, media lead at Lloyds Banking Group. “That experience is a key pillar of how we look to try and do business, with how we speak to customers on our own channels and in our media selections as well.”
In a conversation with Fiza Khan, head of financial services and telco at Amazon Ads in the UK, Hunt discusses how Lloyds Banking Group has embraced STV to effectively reach viewers across its wide and varied customer sets. He adds: “TV advertising, for so many years, was about: how can we get the most eyeballs on our hero piece of content? When we look now at TV advertising moving forward, we want to make sure that we're getting a relevant message to a relevant audience.”
For more on the brand’s focus beyond incremental reach, the importance of long-term thinking, the skills marketers now need to have in their toolkit, and Hunt’s top tips for maximizing impact with STV ads – you can listen to the full episode of ‘Behind the streams... with Lloyds Banking Group’ below.
“When we look now at TV advertising moving forward, we want to make sure that we're getting a relevant message to a relevant audience.”
Sam Hunt, media lead at Lloyds Banking Group
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Ford Europe
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“A quote goes in here about the content that that is either to the left or right of it...”
Person's name and company in here