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## 亚马逊联手Roku，8000万美国家庭任你投！出海企业迎来CTV广告新纪元？
**当流量红利见顶，亚马逊和Roku的强强联合，能否为出海企业带来新的增长引擎？**
还在为海外市场获客难发愁？亚马逊和Roku可能要给你送来“及时雨”了。
近日，亚马逊和Roku宣布达成合作，将整合双方的联网电视（CTV）受众资源，通过亚马逊的需求方平台（DSP），为广告主提供更精准的广告投放服务。这意味着，广告主不仅可以在亚马逊Prime Video上投放广告，还能覆盖Roku频道以及其他在Roku和Fire TV操作系统上可用的流媒体服务。
亚马逊广告部门副总裁Kelly MacLean表示，此次合作旨在“实现跨主流媒体应用的登录用户无缝访问”。双方的早期测试显示，广告主能够覆盖多达40%的独立用户，同时将特定广告在同一用户面前的展示频率降低近30%。
### 强强联合：打造美国最大CTV广告联盟？
据估计，亚马逊和Roku的合作将覆盖美国8000万联网电视家庭。Roku本身也与其他DSP合作，包括The Trade Desk、Yahoo和Google等，而亚马逊的DSP正是它们的竞争对手。
在广告主面临大量宽带电视广告库存的情况下，亚马逊和Netflix纷纷入局广告支持型流媒体服务。此次合作将主要涉及“程序化”广告，即基于算法定义的特定消费者特征来购买的数字广告库存。
亚马逊和Roku用户群的结合，无疑将提升广告主在用户日益分散的时代所能获得的规模效应。
### 三方共赢：广告主、用户、平台都受益？
Roku全球媒体收入和增长高级副总裁Jay Askinasi表示，此次合作将为“营销人员、消费者和平台上的内容提供商带来更好的体验”。这意味着“更相关的广告，从消费者角度来看更好的频率管理，以及对我们内容提供商合作伙伴的更多可寻址性和衡量”。
通过此次整合，亚马逊的DSP将能够识别Roku操作系统和设备上的登录用户。广告主将能够更精确地定位受众。这项新服务将于2025年第四季度向所有使用亚马逊DSP的广告主开放。
### 雨生点评
> 亚马逊和Roku的合作，是CTV广告市场竞争加剧的必然结果。当单一平台的流量增长遇到瓶颈，整合资源、扩大覆盖面，成为提升竞争力的关键。对于中国出海企业而言，这无疑是进入美国CTV广告市场的新机遇。但同时也需要注意，精准定位目标用户、优化广告内容、提升用户体验，才能真正实现营销效果的最大化。
### 中国出海企业：如何玩转CTV广告？
1. **了解目标受众：** 深入了解美国CTV用户的行为习惯、兴趣偏好，制定个性化的广告策略。
2. **优化广告创意：** 制作高质量、引人入胜的广告内容，提升用户点击率和转化率。
3. **精准定位投放：** 利用亚马逊DSP的定向功能，精准定位目标受众，避免广告浪费。
4. **数据驱动优化：** 持续监测广告效果，根据数据反馈调整投放策略，提升广告ROI。
5. **合规经营：** 遵守当地法律法规，尊重用户隐私，建立良好的品牌形象。
在CTV广告的新纪元，中国出海企业唯有不断学习和创新，才能抓住机遇，赢得市场。
**各位读者，您对亚马逊和Roku的合作怎么看？您认为CTV广告会成为出海企业的新增长点吗？欢迎在评论区分享您的观点。如果觉得文章对您有所启发，请点赞并转发给您的朋友！**
**英文翻译稿件:**
## Amazon Teams Up with Roku, 80 Million U.S. Households at Your Disposal! A New Era of CTV Advertising for Overseas Enterprises?
**As Traffic Dividends Peak, Can the Alliance Between Amazon and Roku Bring New Growth Engines for Overseas Enterprises?**
Still worried about the difficulty of acquiring customers in overseas markets? Amazon and Roku may be sending you "timely rain."
Recently, Amazon and Roku announced a partnership to integrate the connected TV (CTV) audience resources of both parties and provide advertisers with more accurate advertising services through Amazon's demand-side platform (DSP). This means that advertisers can not only place ads on Amazon Prime Video, but also cover Roku channels and other streaming services available on Roku and Fire TV operating systems.
Kelly MacLean, Vice President of Amazon's advertising department, said that this cooperation aims to "achieve seamless access to logged-in users across mainstream media applications." The early tests of both parties showed that advertisers were able to cover as many as 40% of independent users, while reducing the display frequency of specific ads in front of the same users by nearly 30%.
### Strong Combination: Creating the Largest CTV Advertising Alliance in the United States?
It is estimated that the cooperation between Amazon and Roku will cover 80 million connected TV households in the United States. Roku itself also cooperates with other DSPs, including The Trade Desk, Yahoo and Google, while Amazon's DSP is their competitor.
Faced with a large number of broadband TV advertising inventories, Amazon and Netflix have entered the advertising-supported streaming service. This cooperation will mainly involve "programmatic" advertising, that is, digital advertising inventory purchased based on algorithms that define the characteristics of specific consumers.
The combination of Amazon and Roku user groups will undoubtedly enhance the scale effect that advertisers can obtain in an era when users are increasingly dispersed.
### Win-Win-Win: Advertisers, Users, and Platforms All Benefit?
Jay Askinasi, Senior Vice President of Global Media Revenue and Growth at Roku, said that this cooperation will bring "a better experience for marketers, consumers, and content providers on the platform." This means "more relevant ads, better frequency management from the consumer's perspective, and more addressability and measurement for our content provider partners."
Through this integration, Amazon's DSP will be able to identify logged-in users on Roku operating systems and devices. Advertisers will be able to target audiences more precisely. This new service will be open to all advertisers using Amazon DSP in the fourth quarter of 2025.
### YS Cloud Commentary
> The cooperation between Amazon and Roku is an inevitable result of the intensification of competition in the CTV advertising market. When the traffic growth of a single platform encounters a bottleneck, integrating resources and expanding coverage becomes the key to enhancing competitiveness. For Chinese overseas enterprises, this is undoubtedly a new opportunity to enter the U.S. CTV advertising market. However, it is also necessary to note that accurate positioning of target users, optimization of advertising content, and improvement of user experience can truly maximize marketing effectiveness.
### Chinese Overseas Enterprises: How to Play CTV Advertising?
1. **Understand the Target Audience:** In-depth understanding of the behavior habits and preferences of U.S. CTV users to formulate personalized advertising strategies.
2. **Optimize Advertising Creativity:** Produce high-quality and engaging advertising content to increase user click-through rate and conversion rate.
3. **Precise Positioning and Placement:** Use the targeting function of Amazon DSP to accurately locate the target audience and avoid advertising waste.
4. **Data-Driven Optimization:** Continuously monitor advertising effects, adjust placement strategies based on data feedback, and improve advertising ROI.
5. **Compliant Operation:** Comply with local laws and regulations, respect user privacy, and establish a good brand image.
In the new era of CTV advertising, Chinese overseas companies can only seize opportunities and win the market by continuous learning and innovation.
**Dear readers, what do you think of the cooperation between Amazon and Roku? Do you think CTV advertising will become a new growth point for overseas enterprises? You are welcome to share your views in the comment section. If you find this article inspiring, please like and share it with your friends!**分割线
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