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Amazon DSP ad model

Prime Video Ads in Türkiye (via Amazon DSP)

Prime Video ads are full-screen, audible, non-skippable video ads that play at the start (pre-roll) and in the middle (mid-roll) of films and series. Most viewing happens on the TV screen, so we plan this inventory like a digital TV slot. In Türkiye, Prime Video advertising is bought through Amazon's authorized partners, either as Programmatic Guaranteed or self-serve in Amazon DSP.

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Ad · 1/2 0:15Your TV adNon-skippable · sound on
Illustrative view: illustrative view of a non-skippable ad in series and film streaming.
Purpose and appearance

What do we use this format for?

We plan Prime Video for launch periods and when we need to reach younger, higher-income viewers that traditional TV reaches less and less. The ad plays in full on the TV screen, non-skippable, in a setting with a light ad load. The business result we expect is higher brand awareness and more branded searches after airing.

Funnel stages it serves

  1. Awareness
  2. Consideration
  3. Conversion
  4. Loyalty

Prime Video ad load: about 3.5 minutes per hour

According to Amazon's data from the Türkiye launch period, Prime Video shows at most about 3.5 minutes of ads per hour of viewing; on traditional television the figure is around 12 minutes per hour. Because the break is short, your ad does not get lost in the middle of a long block. For brands working with several CTV publishers, we plan Prime Video together with the DV360 Connected TV plan and track frequency in total. On the other hand, appearing several times to the same viewer in a short period is also more noticeable, so we keep frequency tighter than TV planning habits suggest.

Device split changes the plan too. According to Amazon data, about 70 percent of impressions are on Connected TV, 19 percent on mobile and 11 percent on desktop. So we think of the creative for the big living room screen, not a phone: small text, fast cuts and a web address squeezed in at the end do not read on TV.

How to buy Prime Video ads: PG, self-serve and targeting

Programmatic Guaranteed (PG) deals have first priority on Prime Video inventory: volume is reserved and the price is fixed. Alternatively, inventory can be bought self-serve in Amazon DSP at a fixed CPM. For brands familiar with PG from PMP and Programmatic Guaranteed deals in DV360, the process is similar; the difference is that the deal is set up on Amazon's side.

  • ROS (run of site): across all films and series, the widest reach
  • Demographic and lifestyle segments: a limited number can be chosen from the publisher's list
  • Contextual targeting: expected to open in Türkiye later
  • Brand safety: content suitability ratings and category blocking
  • Independent measurement: IAS and DoubleVerify

Prime Video ad specs: avoiding creative rejection

Prime Video's technical requirements are noticeably stricter than open web video. The file must be 1920x1080 without exception and carry a bit rate of at least 15 Mbps; Amazon gives 50 Mbps as the recommended value. For creative pulled from an external link, VAST 3.0 is required, and VPAID and wrapper tags are not accepted. Third-party impression trackers and IAS or DV verification can be added, but 1x1 trackers must work server to server. Click trackers are not supported.

We upload creatives to the DSP and assign them to line items as early as possible before the airing date, because if moderation time is not in the plan, launch day can go dark. In some categories, daypart targeting may be needed for the creative not to be blocked; we check that before upload too. If a creative is rejected, we open a case with Amazon advertiser support.

Prime Video audience in Türkiye and upcoming formats

According to Amazon data, Prime Video has the widest ad-supported reach among premium CTV publishers in Türkiye, with more than 3 million ad-supported users a month cited. According to GWI data (2024-2025), 51 percent of viewers in Türkiye are male, 48 percent are aged 18-34, and income levels are above average. For now, sending viewers to a landing page is possible only with interactive video ads; for brands with click and site visit goals, we recommend support from Amazon DSP online video. Amazon's presentation lists First Impression Takeover (the first pre-roll for 24 hours), Interactive Video and Interactive Pause ads as formats coming soon.

Prime Video Ads: when do we recommend it?

We recommend it

  • Brands with a TV spot ready that want to reach a more selective audience on the TV screen
  • Products that need high visibility quickly during a launch
  • Brands that want to complement a traditional TV plan with younger, higher-income viewers

We don't recommend it

  • Performance campaigns expecting click and direct sales measurement; click trackers are not supported
  • Brands that only have vertical or low-resolution video
  • Very small test budgets that cannot commit to reserved volume at a fixed price

How we manage Prime Video Ads

  1. Creative checkWe check the existing TV spot against 1920x1080, 15 Mbps and allowed lengths, and request new cuts if needed.
  2. Buying modelIf volume and dates are fixed, we recommend Programmatic Guaranteed; if flexibility is needed, DSP self-serve.
  3. Segment choiceWe start with ROS and keep the available demographic and lifestyle segments limited to the goal.
  4. Verification setupWe add IAS or DoubleVerify with server-to-server trackers and check the viewability report in the first days.
  5. Reading alongside TVWe assess branded search and direct traffic during the airing period together with traditional TV slots.

Prime Video Ads: metrics and requirements

Metrics we track

  • Unique reach
  • Frequency
  • Video completion rate
  • Viewability (IAS/DV)
  • Branded search change
  • CTV share

What you need to get started

  • 1920x1080 video at 15 Mbps or more; 15, 20, 30 or 60 seconds
  • VAST 3.0 if an external tag is used (no VPAID or wrappers)
  • Enough time for moderation before airing
  • A date and volume plan for a fixed-CPM deal

Official sources

The Brand Move Amazon DSP Team

To learn more about Prime Video Ads or other Amazon DSP ad formats, contact The Brand Move Amazon DSP team today.

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Frequently asked questions

Prime Video Ads: frequently asked questions

Can viewers skip Prime Video ads?

No. Prime Video ads run as full-screen, audible, non-skippable pre-roll and mid-roll. So a 30-second spot is watched in full; we still recommend making the message clear in the first seconds, because viewers may step away from the screen.

How do we advertise on Prime Video in Türkiye?

Through Amazon's authorized partners, either with a Programmatic Guaranteed deal (reserved volume, fixed price) or self-serve in Amazon DSP at a fixed CPM. We confirm available segments, dates and creative requirements with the partner during planning.

Can viewers click a Prime Video ad and visit our site?

Not in the standard format, and click trackers are not supported. For now, sending viewers to a landing page is possible only with interactive video ads. So we read impact through reach, frequency, branded search and direct traffic change in GA4, compared with the period before airing.

Can we use our 45 or 40-second TV spot?

The lengths accepted in Türkiye are 15, 20, 30 and 60 seconds; 40 seconds is not available yet. We recommend cutting a 45-second spot to 30 seconds, or pairing it with a 15-second reminder version.

Will Prime Video ads replace our TV plan?

No, they complement it. Prime Video reaches younger, higher-income viewers that traditional TV reaches less, with short ad breaks. If you have a TV plan, we position Prime Video in the same period for age groups where TV is weak and track the combined frequency of both channels.

Let's run a first Prime Video Ads review together.

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