Amazon looks to grow video advertising business

Amazon is looking to grow its video advertising business with a series of initatives in the near future, according to investor relations director Dave Fildes.

Answering a question on the e-retail giant’s latest quarterly earnings call, Fildes said that “one of the focus areas for us will be expanding our video and OTT offerings for brands”.

He cited “some steps” that the company has already taken to boost advertising with live sports and its IMDb TV service and added: “We’ll continue to do things like add more OTT video supply, like Amazon Publisher service integrations and access for third-party apps, and we’ll add more inventory through Fire TV apps and IMDb TV.”

Fildes said that Amazon was also “really excited” about the international opportunity for advertising revenue.

He said that many of the tools to support advertising that Amazon had launched in the US were currently not available internationally and that this could be a focus for the company moving forwards.

During the call, chief financial officer Brian Olvavsky said that Amazon would grow its advertising inventory on new devices and would boost its Amazon Prime Video offering in international markets.

“We’re adding more and more advertising as we roll out devices, and new Prime Video content, in particular internationally,” he said.