Amazon Ads · Alexa and Fire TV · Cashew.ai London

Amazon Ads: The Connected Home

A series of four Alexa demos for media buyers at IPG, where each ad format sold itself.

The Connected Home with Amazon Ads, on Fire TV

Amazon Ads wanted the media buyers at IPG to understand what its ad formats could actually do: Prime Video ads, Thursday Night Football, Twitch, audio and the connected home. So we put Alexa devices in IPG's offices, and I wrote a series of four demos for them.

The sales scripts we started from were long and full of jargon. I turned them into conversations buyers could have with the device, so they could try each ad format for themselves. Every demo works the same way: Alexa asks the buyer something, replies to whatever they say, and the numbers go up on screen.

I worked with the Cashew.ai team and the Amazon Ads team in New York.

Demo 1: The Connected Home

The first demo, about why connected devices matter to advertisers.

Screen: Are your advertisers already leveraging connected home ad strategies? — The question that opens the demo.

The numbers that follow it.

A Martha Stewart ad playing in the demo: Shop Martha's world at Amazon.com — A Martha Stewart ad from the demo, as an example of a brand using it.

Demo 2: Audio Ads

Amazon Music, Alexa News and Twitch audio, and ads people can answer with their voice.

Screen: Is streaming audio part of your daily routine? — The question that opens the Audio Ads demo.

Screen: Amazon Audio Streamers surveyed said they are 75% more likely to act when an ad has a voice command — Alexa explains this one out loud while the number is on screen.

A Carnival cruise ad playing on an Echo Show inside the demo — A Carnival ad playing on an Echo Show inside the demo, so buyers could see a Branded Experience for themselves.

Demo 3: Prime Video, Thursday Night Football and Twitch

Streaming TV, and the three things media buyers had doubts about: whether Prime Video was measurable, whether live sport was worth the price, and whether Twitch was too niche.

Screen: Which option intrigues you the most? You can say Prime Video Ads, Live Sports, or Twitch. — Buyers choose which one to hear about first.

Screen: Prime Video is the ultimate entertainment destination, 115MM+ estimated US monthly ad-supported reach — The Prime Video section.

Screen: TNF fans are younger, more engaged and affluent — The Thursday Night Football section.

Screen: Twitch US audience, 67M average monthly unique viewers — The Twitch section.

"See this 'Add to Cart' button? This is how we connect prestige shows like 'The Rings of Power' to actual purchases."

Prime Video

"Hear that crowd noise? That's 90 million passionate fans, and your client's ad just played during that touchdown."

Thursday Night Football

"This isn't just an ad. It's a streamer authentically using your product. That's Twitch."

Twitch

Demo 4: Fire TV and Alexa Home Screen

About Fire TV and the Alexa Home Screen on Echo Show, and the ads that run on them.

Screen: Which option would you like to learn about first? Fire TV or Alexa Home Screen — Buyers choose which one to hear about first.

Screen: Fire TV has 55MM+ devices in use in the United States, every month — How many Fire TV devices are in use in the US.

A Vichy ad running on the Fire TV home screen — A Vichy ad on the Fire TV home screen.

A Jeep ad running on an Echo Show's Alexa Home Screen — A Jeep ad on the Alexa Home Screen of an Echo Show.

A few things I built in

If a buyer skipped Prime Video, Alexa came back to it later and asked if they wanted another look.
Every route ended with "Talk to your Amazon rep", so nobody hit a dead end.

Role

Lead content designer on all four demos

What I wrote

Scripts · On-screen copy · Conversation flows

Worked with

Cashew.ai team · Amazon Ads team, New York