IMDb plots free video service supported by ads targeted using Amazon data

IMDb plots a video streaming channel

The Internet Movie Database (IMDb) is moving into broadcasting after more than two decades of hosting ratings and information about the top movies and TV.

The Amazon-owned company is primed to launch a free streaming service on Amazon’s Fire TV. It will be available to all who own the device – not just Prime subscribers.

CNBC cites five anonymous sources in saying the digital, ad-supported channel will host TV and movies. The offering will reportedly be comparable to the scale and breadth of material on Roku and Vudu.

Notably Amazon or IMDb have not yet released any official information on the channel, which will likely join Twitch as a third-party video site that will look to forward viewers towards Prime subscriptions.

Monetising the drive will be addressable TV ads. The channel will allow marketers to utilise Amazon’s rich stream of first-party shopping data to target those watching the service. There will reportedly be pre-roll ads on the service as well as static wraps of the embeddable player.

This will help Amazon grab some of the US TV advertising market revenue which eMarketer has projected will hit $70bn this year.

Furthermore, the ANA is of the belief that addressable TV ads will claw back a significant portion of the spend that has been invested into digital in recent years.

An announcement is expected at Advertising Week 2018 in New York this week. The Drum will update the report accordingly.

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