A rising star; This is how Amazon Ads currently defines streaming in Mexico. According to Finder’s global streaming adoption survey; 55.91% of Mexican adults claim to watch content through streaming. In addition, according to eMarketer, the forecast is that video viewers will reach 52.1 million people in Mexico by the year 2026 1 , this is due to the change in consumer behavior after the pandemic.
With a suite of solutions that go beyond retail, Amazon Ads acts as a connector for brands, uniting audiences and content within a diverse portfolio of solutions.
In this scenario, streaming is one of the strategic channels for Amazon Ads, allowing advertisers to satisfy business needs while creating a valuable experience for the viewer; either through channels on Prime Video or through Twitch, which has the power to reach the adults of Generation Z.
At The Connected Worlds, an Amazon Ads and Twitch Ads event on June 7, more was revealed about the power of streaming media as well as live streaming to address business challenges and create compelling customer experiences.
“We provide the best possible measurable experience for our clients, whether it is helping in the conversion stage or in the branding stage. Amazon is part of the consumer journey from sunrise to bedtime, which means that behavior and interests developed throughout the day are transformed into valuable information for brands, before and during The bells. These insights can be used to deliver relevant messages through campaigns with Amazon Ads,” said Carlos Fanjul, General Manager of Amazon Ads in Mexico.
It’s hard to keep your attention
To attract attention in the digital environment, knowledge goes hand in hand with a communication strategy based on commitment and authenticity. In the book Attention Time: An Innovative Way to Restore Balance, Happiness, and Productivity, author Gloria Mark points out that a person’s attention span on screens is 47 seconds; and this number is expected to continue to decline. Identifying the moment when audiences are most attentive to create meaningful interactions has become a very important marketing challenge.
“Streaming allows brands to add value and be part of the experience of viewing the content, with this they manage to build a relationship at a time when the audience is more receptive and looking for entertainment,” said Carlos Fanjul, in addition to explaining how to Through this type of services, the consumer can choose: what, when, how and where to see what interests him most.
Be part of the consumer journey
If we are talking about the importance of streaming, it is necessary to talk about Twitch. One of the differentiators of the service has to do with audience engagement as viewers interact in real time with their favorite streamers.
A Twitch campaign allows advertisers to reach Gen Z adults organically and effectively. Twitch is a reflection of the sense of community that characterizes this audience. “It is an attractive format based on a joint creation process, on the one hand it is guided by the streamers and on the other hand by the communities”, observes Julita Martinez, Director of Client Strategy for Twitch in Mexico.
The power of a community
In 2022, Twitch recorded more than 1 billion minutes of views globally 2 . In a scenario where viewers and streamers share passions and co-create content. The advertiser is seen as part of the community, which is why 58% of Twitch users who were surveyed stated that they felt comfortable with ads as they know that this helps streamers 3 . Precisely because of the interaction and collaboration characteristic of the live streaming service, content creators work with brands in the most authentic way possible, within the conversation that takes place live.
“Our intent is to understand the business objective and help tailor the communication plan based on that, whether through Twitch or another Amazon Ads solution,” Julita said. Finally, “Every moment of the customer’s journey is very valuable not only for Amazon, but also for advertisers and agencies”, with which Carlos closed.
Concluding, we can see entertainment reinventing itself before our eyes and The Connected Worlds shared the new ways to create, consume and interact with content. Amazon Ads and Twitch Ads offer the opportunity to unlock engagement by enhancing the entertainment experience. By taking a deep dive into streaming media and being part of the audience’s world, where they choose to spend quality time, brands can truly connect with audiences in new and exciting ways.