Amazon India wants to change digital advertising.
How?
Through Sponsored TV. It is a platform designed to make premium video advertising accessible to businesses of all sizes. Announced by Girish Prabhu, Amazon India’s advertising head, this self-service platform will debut in 2025 and enable advertisers to reach India’s 500-million-strong OTT audience through platforms like MX Player.
The idea is simple. It will just level the playing field for small sellers and large brands alike. Traditionally, premium video advertising was costly and complex, but Sponsored TV will offer businesses the tools to create, manage, and measure their campaigns efficiently. With MX Player alone attracting over 250 million users, the potential for businesses to connect with the right audiences is enormous.
Amazon is doing it to grow its footprint in the global digital advertising market, where it already holds an 8.8% share.
Sponsored TV builds on these advancements by bringing AI-driven creativity to OTT platforms.
Imagine a violin course ad placed during a hit show like Bandish Bandits, the product and content align perfectly,
Amazon is doing really well at the advertising aspect and we will get to see it first hand on Prime Video itself. Let’s see how effective the ads turn out to be.
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