Last month, Amazon launched Sponsored Display ads on Twitch, a popular live-streaming platform. 

Amazon has been continuously expanding Sponsored Display ads to a few of its other subsidiaries, such as Kindle. Featuring Sponsored Display ads on Twitch is an exciting development for sellers that are invested or interested in Amazon advertising; the streaming platform has untapped potential for brands to reach a wide audience that is rapidly growing, and Amazon’s tools for Sponsored Display ad campaigns make it easier than ever to do.

What are Sponsored Display Ads?

Sponsored Display is an advertising tool that leverages omnichannel marketing for vendors and sellers on Amazon. It offers more flexibility and accessibility to those who might not have the budget, time, or resources to use display advertising otherwise. It can also be used in conjunction with Amazon DSP to boost their ad campaigns by reaching new audiences and/or targeting specific products.

Why Advertise on Twitch?

Twitch boasts 30 million daily visitors on average – a 19.2% increase from last quarter. Better yet, their audience is highly engaged. Last month, they watched over 1.9 billion hours of content from millions of unique streamers. The global community revolves largely around gaming, e-sports, and music. However, as Twitch continues to gain popularity, its variety of content increases accordingly; channels streaming art projects, podcasts, or even just casual conversations have gained a following in Twitch’s rapidly-growing “IRL” category.  

In other words, having Sponsored Display ads on Twitch isn’t exclusively beneficial to sellers and brands targeting young gamers. Though the majority of the platform’s users are 34 or younger, there are a variety of communities and interests that Sponsored Display ads can tap into — and they’re large enough to give sellers TV-level reach.    

Sponsor Display ads will be placed on Twitch’s Browse and Discovery pages, and will only be available to ad campaigns based in the following countries: USA, Canada, UK, France, Germany, Italy, and Spain. 

How to Create Amazon Sponsored Display Ads for Twitch?

Creating Amazon Sponsored Display Ads for Twitch is a strategic process that requires careful planning and execution. Follow these step-by-step instructions to create effective Sponsored Display Ads and leverage the power of Twitch’s engaged gaming community:

1. Access Amazon Advertising Console: Log in to your Amazon Seller Central account and navigate to the Amazon Advertising Console. If you don’t have an account, you’ll need to set one up.

2. Choose “Sponsored Display” Campaign Type: Within the Amazon Advertising Console, select the “Campaign Manager” tab and click on the “Create campaign” button. Choose the “Sponsored Display” campaign type.

3. Define Campaign Settings: Set a name for your campaign that reflects your objectives. Choose the targeting options that align with your target audience. Since you’re creating ads for Twitch, consider selecting “Twitch Audiences” as your targeting option to reach the gaming community.

4. Set Budget and Bidding: Allocate a budget for your campaign and choose a bidding strategy. You can select either “Dynamic bids – down only” or “Fixed bids” based on your preference and campaign goals.

5. Choose Ad Creative: Here’s where you’ll craft your ad creative for the Twitch audience. Click on “Create ad” and follow these sub-steps:

• Select Products: Choose the products you want to promote with your Sponsored Display Ads. You can manually select specific products or opt for automatic targeting to let Amazon choose relevant products based on user behavior.
• Create Ad Design: Design visually appealing ad creatives that resonate with the gaming audience. Upload high-quality images that showcase your products in action. Craft compelling ad copy, including headlines and descriptions, to entice users to engage.
• Set Landing Page: Determine the landing page where users will be directed when they click on your ad. Ensure that the landing page is relevant to the product and provides a seamless user experience.

6. Set Up Twitch Audiences: Since your goal is to target Twitch users, click on the “Audiences” tab. Here, you can select from predefined Twitch audience segments or create custom audiences based on gaming-related interests and behaviors.

7. Review and Launch: Review all your campaign settings, ad creatives, and targeting options to ensure everything is in order. Once you are satisfied, click the “Launch campaign” button to set your Sponsored Display Ads live on Twitch.

Measuring Performance and Optimization: Insights for Success

Accurate measurement and optimization are integral to achieving success with Sponsored Display Ads on Twitch. Amazon offers the Amazon Attribution tool, empowering advertisers to track the impact of their campaigns and gain valuable insights into user behavior.

By analyzing metrics such as attributed sales, click-through rates, and conversions, advertisers can assess the impact of their ad campaigns and make informed decisions for refinement.

A/B testing is another essential technique for optimization, enabling advertisers to experiment with different ad creatives, headlines, and CTAs to identify which variations resonate most effectively with the Twitch audience.

Conclusion

The amalgamation of Amazon Sponsored Display Ads and Twitch heralds a new frontier in digital advertising, where brands can connect with an enthusiastic gaming audience in innovative and impactful ways. 

This synergy presents possibilities where advertisers can strategically position their products within the Twitch ecosystem and leverage Amazon’s robust targeting capabilities to achieve unprecedented engagement and results.

Want to boost your Amazon ads to maximize sales? Subscribe to our newsletter to get top-tier insights for advertising on Amazon, Facebook, Instagram, Google, and more!

FAQs

What are Amazon Sponsored Display Ads?

Amazon Sponsored Display Ads are online advertising that allows business firms to reach a highly engaged audience on Twitch. These ads appear as static images or videos on the top of Twitch streams, and they can be used to target specific demographics and interests.

How do Amazon Sponsored Display Ads work?

When users visit Twitch, Amazon collects data about their interests and demographics. This data is then used to target Amazon Sponsored Display Ads to the user. The ads are also shown to users who are watching live streams relevant to the advertised products.

Why are Amazon Sponsored Display Ads launching on Twitch?

Twitch is a live-streaming platform with over 150 million active users. This makes it a great place for businesses to reach a highly engaged audience. Amazon Sponsored Display Ads are a new way for businesses to reach this audience, and they offer a number of benefits over traditional advertising methods.

How can I create Amazon Sponsored Display Ads for Twitch?

To create Amazon Sponsored Display Ads for Twitch, you will need to:

• Choose target audience: You can target your campaigns based on interests, demographics, and even specific Twitch channels.
• Set budget: You can set a daily budget for your ads.
• Create your ad creative: You can choose from a variety of ad formats, including static images, videos, and carousels.
• Track your results: You can track the performance of your ads to see how they are doing.