Confectionery brand M&M’s has long been a popular snack for cinema-goers, but with the rise in OTT viewing it also aims to be the “streaming snack of choice”; a tie up with Amazon Prime Video led to a “positive sales uplift”.

Why it matters

Amazon is uniquely placed to help brands to achieve quality mass reach through its Prime Video platform, and then capitalise on this upper-funnel activity with performance advertising at the point of e-commerce purchase.

Takeaways

• The absence of cinema during the pandemic posed a particular challenge for advertisers like M&M’s, which target moments when audiences are in...