Here’s a breakdown of what sets these two platforms apart:

1. Ad-Supported vs. Ad-Free

One of the most significant differences between Hulu and Amazon Prime Video is their business models. Hulu offers ad-supported tiers, meaning viewers can access content at a lower subscription cost in exchange for watching ads. This creates a clear opportunity for us to reach a captive audience through targeted ads.

Amazon Prime Video, on the other hand, is largely ad-free for its Prime members, though this has begun to change. Advertisers can still get in front of viewers by using Amazon Freevee (formerly IMDb TV), which offers ad-supported streaming. In addition, Amazon’s ecosystem allows for ads across other platforms, such as their e-commerce site and Fire TV, providing more avenues to reach your audience.

2. Audience Targeting Capabilities

Hulu is known for its powerful targeting options. We can use first-party data along with demographic targeting options such as age, location, interests, and viewing habits. With Hulu’s connection to Disney’s audience data, we can create hyper-targeted campaigns that speak directly to the viewers you want to reach.

Amazon Prime Video takes a different approach, leveraging data from its e-commerce platform. This means we can target users based on their purchasing behavior and search history, making it possible to deliver personalized ads to consumers who are already primed for conversion.

3. Types of Ad Formats

Hulu offers several ad formats to engage viewers. These include traditional video ads, interactive ads where viewers can take direct action, and pause ads that appear when a user pauses their content. These formats allow us to get creative and interact with viewers in a more dynamic way.

Amazon Prime Video (through Freevee or Fire TV) also offers video ads, but Amazon’s strength lies in programmatic advertising and seamless integration across its platforms. This can include sponsored product ads and display ads on the Amazon site, allowing us to run cross-channel campaigns that follow the consumer journey.

4. Pricing Models

Hulu generally operates on a cost-per-thousand-impressions (CPM) model, making it accessible for businesses of various sizes. Whether you’re a small local business or a national brand, Hulu’s pricing structure allows us to create campaigns that fit your budget.

Amazon Prime Video’s ad offerings, particularly through Freevee or Fire TV, usually follow either a cost-per-click (CPC) or CPM model, depending on the campaign type. Amazon’s data-driven approach also allows us to tie campaigns directly to measurable outcomes, such as product sales or website visits, giving us a clear picture of return on investment. It is worth noting that Amazon’s minimum spend per month is vastly higher than Hulu’s. 

5. Viewer Engagement

Hulu has a natural advantage when it comes to viewer engagement because viewers expect ads in their viewing experience. This means your ad is more likely to be watched all the way through. Hulu also boasts strong viewer retention rates, helping ensure your message gets through.

Amazon Prime Video, meanwhile, caters to an audience that prefers an ad-free experience. However, when using Freevee or other ad-supported Amazon services, engagement is comparable to Hulu. Moreover, Amazon’s ability to link ad performance directly to e-commerce outcomes makes it a great option for campaigns with a clear call to action.

Which Platform is Right for Your Business?

Both Hulu and Amazon Prime Video offer unique advantages for advertisers. Hulu’s robust targeting and ad formats make it perfect for brand awareness and storytelling campaigns, while Amazon’s data-driven approach and integration across e-commerce provide an edge for businesses focused on direct conversions.

We can help you determine which platform best aligns with your goals and audience. Whether you’re looking to leverage Hulu’s video storytelling or tap into Amazon’s powerful data, we’ll work with you to create an effective and engaging campaign.

Ready to elevate your advertising strategy on Hulu or Amazon Prime Video? Contact us today, and let’s get started!

The post What is the Difference Between Hulu and Amazon Prime Video for Advertising? appeared first on Mad Men Marketing.

Why Choose Amazon for Video Advertising?

Amazon isn’t just an e-commerce giant; it’s a massive advertising platform with a wealth of data that can help you target your ideal audience and enhance your funnel. Video ads on Amazon are highly effective because they appear across multiple touchpoints, including search results, product detail pages, and even on Amazon devices like Fire TV and a multitude of streaming platforms. This multi-faceted approach allows you to reach customers at various stages of their shopping journey.

Step 1: Set Up Your Amazon Advertising Account

Before you can start placing ads, you need to set up an Amazon Advertising account. If you already sell products on Amazon, you likely have access to this through your Seller Central or Vendor Central account. If not, you can create an account directly on the Amazon Advertising website.

1. Visit advertising.amazon.com.
2. Click on “Register” and follow the steps to create your account.
3. Fill in your business information, verify your account, and you’re good to go.

Step 2: Understand the Types of Video Ads Available

Amazon offers several types of video ads, each designed to serve different marketing objectives:

• Sponsored Brands Video: These appear in shopping results and are ideal for driving traffic to your product pages.
• OTT (Over-the-Top) Video Ads: These ads are displayed on streaming platforms, such as Fire TV, reaching viewers while they watch shows or movies.
• Amazon DSP (Demand Side Platform) Video Ads: These allow you to programmatically buy video ads across Amazon-owned properties and third-party websites. For now, a very select group of companies with large ad spends have access to the DSP. You can also get access, but you have to give the company providing access a percentage of ad spend. There is also a business background check involved. If you’re a small business or a single individual, this is likely not the path you’ll take.

Understanding which ad format suits your business goals is crucial for maximizing your ROI.

Step 3: Create Compelling Video Content

Your video content is the heart of your ad. To capture attention, your video should be engaging, concise, and tailored to your audience. Here are some tips:

• Keep it Short and Sweet: Amazon recommends keeping videos between 15 to 30 seconds long.
• Grab Attention Early: Hook viewers within the first few seconds with a strong visual or message.
• Highlight the Product: Make sure your product is front and center. Show it in use, highlight key features, and include a clear call to action.

Step 4: Set Up Your Campaign

Once your video is ready, it’s time to set up your campaign. Here’s how:

1. Choose the Right Ad Type: Go to your Amazon Advertising account, click on “Create Campaign,” and select the type of video ad you want to run.
2. Define Your Audience: Amazon allows you to target based on demographics, interests, purchasing behaviors, and more. Use this data to narrow down your audience.
3. Set Your Budget and Bids: Decide how much you’re willing to spend on your campaign. Amazon’s bidding system will allow you to set a daily budget and bid per click or impression.
4. Upload Your Video: Ensure your video meets Amazon’s specifications. For Sponsored Brands Video, the recommended aspect ratio is 16:9, and the maximum file size is 500MB.
5. Launch and Monitor: Once your campaign is live, regularly monitor its performance. Use Amazon’s reporting tools to track metrics like views, clicks, and conversions.

Step 5: Optimize Your Video Ads

Successful advertising on Amazon doesn’t stop at launch. To get the best results, you need to continuously optimize your ads. Here’s how:

• A/B Testing: Test different versions of your video to see which performs best.
• Refine Targeting: Use performance data to tweak your audience targeting.
• Adjust Bids: Increase bids on high-performing placements and reduce them on underperforming ones.
• Monitor ROI: Keep an eye on your return on ad spend (ROAS) to ensure your campaign is profitable.

Conclusion

Advertising on Amazon with video can be a game-changer for your brand, driving increased visibility and sales. By following these steps, you can effectively create, launch, and optimize your video ads, reaching the right audience at the right time. At Mad Men Marketing, we specialize in helping brands navigate the complexities of digital advertising platforms like Amazon. Ready to take your video ads to the next level? Contact us today to learn more about our tailored advertising solutions.

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