The world of advertising just got a whole lot more efficient, thanks to Amazon’s latest announcement: the launch of Complete TV, a game-changing feature within its Amazon DSP platform. This innovative tool allows advertisers to plan, manage, and measure their investments in streaming TV more effectively, ushering in a new era of optimized ad campaigns. By harnessing the power of artificial intelligence (AI), Complete TV enables the allocation of budgets on Prime Video and premium streaming publishers to be maximized, thereby increasing the reach and frequency of campaigns across both linear TV and digital platforms.
In essence, Complete TV streamlines the process of buying ad space on streaming TV by providing automated, AI-driven recommendations. Advertisers simply need to input their streaming TV plan details and audience signals, and the tool adjusts investments in real-time to maximize campaign effectiveness. As Kelly MacLean, Vice President of Amazon DSP, aptly put it, “Advertisers deserve simpler ways to plan and manage their streaming TV investments. Complete TV is a pioneering tool that automatically manages upfront commitments and scattered budgets, using real-time information and AI-powered features to help advertisers reach high-value audiences, drive ROI, and eliminate inefficient investments.”
Key Benefits of Complete TV
The benefits of Complete TV are multifaceted and impressive. Some of the highlights include:
- Maximum audience reach: with up to 95% addressability, Complete TV enables advertisers to manage ad reach and frequency with precision, leveraging AI to optimize ad relevance across the network.
- Compatibility with existing tools: advertisers can use Complete TV within Amazon’s Ad Planner or integrate it with their agency tools via a secure API, ensuring seamless compatibility.
- Advanced performance analysis: through Amazon Marketing Cloud (AMC), advertisers can measure the actual impact of their campaigns, from publisher overlap to brand lift and key conversion metrics.
- Cost reduction: Amazon offers highly competitive rates, with 0% commission on guaranteed programmatic offers on Amazon properties and just 1% on premium streaming publishers, as well as providing valuable insights without additional cost.
Complete TV is designed to complement other AI-powered Amazon DSP solutions, such as Marca+ and Rendimiento+, allowing advertisers to activate advanced audience strategies. By analyzing billions of purchase, browsing, and streaming signals within the Amazon ecosystem and associated publishers, the tool offers personalized ads based on the user’s stage in the purchase process.
Amazon Ads continues to expand its advertising offerings with innovative solutions that cover the entire sales funnel. With exclusive properties like Prime Video and Twitch, the company reaches a monthly audience of over 275 million people in the US, in addition to millions more through its network of premium streaming publishers. Currently, Complete TV is available in beta, with a general release expected for the 2025/2026 streaming season. As the advertising landscape continues to evolve, one thing is clear: Complete TV is poised to revolutionize the way advertisers approach streaming TV, and its impact will be felt for years to come.