Video Killed the Radio Star, But Amazon's New OLV Beta Might Just Resurrect Your Ad Strategy

Hold onto your popcorn, video ad aficionados, because Amazon's about to turn your OLV (Online Video) world upside down faster than you can say "Skip Ad." In a move that's got advertisers more excited than a kid in a candy store (or let's be real, an adult in a Whole Foods wine section), Amazon DSP is rolling out a beta feature that's all about that completion rate. And no, we're not talking about your ability to finish a entire season of "The Marvelous Mrs. Maisel" in one sitting.

What's This Shiny New Toy?

Picture this: You're now able to retarget shoppers based on how much of your video ad they actually watched. It's like being able to read minds, but less creepy and more GDPR-compliant. Here's the lowdown:

1. Completion Rate Targeting: Amazon's giving you the power to segment your audience based on video completion rates of 25%, 50%, 75%, and 100%. It's like a video-watching progress bar, but for your entire audience.

2. Incomplete is the New Complete: Now you can retarget those viewers who didn't make it to the end of your video. Because sometimes, it's not about the destination, it's about the journey (and the products we can sell along the way).

3. Cross-Media Engagement: Use this info to hit those partial viewers with display ads, keeping your product top of mind. It's like saying, "Hey, remember me? That video you ghosted halfway through? Well, I'm back, baby!"

4. Beta Testing: This feature is currently in beta, which means it's like a sneak preview of coming attractions. Get in early, and you might just be the envy of every advertiser at the next virtual happy hour.

The Million-Dollar Question

Are you ready to dissect your audience's attention span like a frog in a high school biology class, or will you stick to the "spray and pray" method of video advertising?

Nuances for the Nerds

1. Attention Span Analytics: Use these completion rates to gauge the effectiveness of your video content. If everyone's dropping off at 25%, maybe it's time to put that 10-minute product demo on a diet.

2. Funnel Finessing: Different completion rates might indicate different stages in the buyer's journey. Time to get surgical with your retargeting strategy.

3. Creative A/B Testing: Test different video lengths and styles to see what keeps viewers glued to the screen. Maybe that interpretive dance explaining your return policy wasn't such a great idea after all.

4. Budget Allocation Alchemy: Now you can allocate budget based on engagement levels. More completion? More budget. It's like performance-based pay, but for your ads.

5. Cross-Channel Insights: Use these insights to inform your strategy on other platforms. If 15-second videos are killing it on Amazon, maybe it's time to rethink that 5-minute YouTube opus.

The Bigger Picture: Video Ate the Advertising Star

• Attention Economy in Overdrive: In a world where attention is the new currency, Amazon's giving you the tools to become a video attention day trader.

• Data Privacy Tightrope: As we dive deeper into user behavior, how will this dance with increasing privacy concerns? It's like trying to read someone's diary while they're watching.

• AI and Predictive Analytics: Today it's completion rates, tomorrow it might be predicting what a viewer will buy based on their blink rate. We're not there yet, but keep your algorithmic seatbelts fastened.

• Agency Adaptation: For agencies, this is like getting a new Swiss Army knife. Exciting, but now you need to figure out how to use that weird little toothpick tool.

The Bottom Line

Amazon's new OLV completion rate targeting is like giving you X-ray vision into your audience's viewing habits. It's powerful, slightly creepy, and potentially game-changing. Use it wisely, and you might just find yourself completing more sales than ever before.

So, what's it gonna be, hotshot? Are you ready to dive into the deep end of the video engagement pool? Or will you stick to the kiddie pool of traditional targeting, wearing your floaties and sipping on a juice box of outdated metrics?

Remember, in the world of Amazon advertising, standing still is like trying to pause a live video ad – technically possible, but you're probably missing out on something important.

Now, if you'll excuse me, I need to go create a 5-second video ad about the importance of watching ads to completion. The irony is not lost on me.