March Advertiser of the Month (US): Amazon Prime Video
April 1st, 2021, YouGov

March Advertiser of the Month (US): Amazon Prime Video

Amazon Prime Video’s recent advertising efforts have paid off.

YouGov tracks Prime Video’s Ad Awareness in the US market. In March, the percentage of consumers in the US who had seen an ad for the brand has shot up five points from 18% on March 1 to 23% on March 30.

The streaming platform has been experimenting with advertising strategies recently. Its social media maneuvering using different themes and campaigns is getting popular amongst the users.

Prime started the month of March with an 18% score but crossed 20% in just ten days. Though the journey from 20% to 23% was gradual, it should be noted that the brand’s Ad Awareness score at the end of March was the highest it has been in six months.

Amazon Prime Videos’ ad strategy is not to advertise the brand but the content the streaming platform offers. Its advertisement for upcoming Prime Video series and movies, including the Eddie Murphy comedy “Coming 2 America” (which premiered in March 2021), attracted attention and subsequent awareness amongst viewers.

Social media campaigns launched in mid-February celebrating the rise of anime culture and #BlackHistoryMonth might have helped the brand’s uplift.

In March, Prime launched #WomenWhoDare to celebrate International Women’s Day with social media creatives to accolade global female icons. This campaign propelled its ad attractions across Facebook, Twitter and Instagram.

The brand started the year with an advertisement that featured woven snippets of their top-grossing shows. The ad includes clips from several genres with faces and characters that gained popularity amongst OTT users in the past few months.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Amazon Prime Video’s Ad Awareness score is based on the question: Which of the following brands have you seen an advertisement for in the past few weeks and delivered as a 23%. Scores are based on an average daily sample size of 2,168 US adults between January 3 to March 28. Figures are based on a 4-week moving average. Learn more about BrandIndex.