The main thing about advertising is “Right Message, Right Time, Right Place.” For years, digital ads have performed below the average at the “Place.” We reached people on their phones, but we couldn’t reach them in their environment. With Alexa Home Screen (AHS) ads now available via Amazon DSP using Asset-Based Creative, that final barrier has fallen. You can now place your product on the digital screens that sit in millions of kitchens, living rooms, and bedrooms.
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What Are Alexa Home Screen Ads?
These are display ads that appear on Amazon Echo Show devices. They appear as “cards” in the ambient rotation. When the user isn’t actively asking Alexa a question, the screen cycles through content: Weather, News, Sports Scores… and Your Ad.
The “Asset-Based” Revolution
Earlier, these ads were utilized mostly by massive brands with “Managed Service” contracts because they required complex coding. Now, Amazon has democratized access. Using Asset-Based Creative (ABC), you simply upload:
- Landscape Image: 1920×1080 px (High impact lifestyle).
- Logo: 400×400 px.
- Headline: 50 Characters max. Amazon’s system takes these ingredients and dynamically builds a native-looking ad for every Echo device size.
Why This is a “Blue Ocean” for Sellers
- Lower CPMs: Because many sellers don’t know this method exists (or think it’s too hard to access), the CPMs (Cost Per Thousand Impressions) are likely lower than mobile web display.
- High Engagement: These ads are “Full Screen.” There is no sidebar. There are no other tabs. For the duration, you own the device.
- The Proximity Advantage: The average Echo Show viewer is standing within 3-6 feet of the device. This is an intimate, trusted space. But ads can be shown in both far‑field (when users are >4 ft away) and near‑field rotations (when closer).
Where Big Internet Ecommerce Fits In
Running ads in a living room requires a different touch than running ads on a search page.
- Creative “Vibe Check”: You cannot use a busy, text-heavy white background image (like a main search image). It looks like spam in a living room. We design “Native Lifestyle” assets that look like art, making the user want to look at them.
- Full-Funnel Integration: We don’t expect the Echo ad to drive the immediate sale (voice purchasing is still niche). We use the Echo ad to fill the “Retargeting Pool.” If they see the ad on Echo, we serve them a Sponsored Product ad on their phone 2 hours later to close the deal.
- Well-Timed Strategy: We can program your campaigns to show “Coffee” ads in the morning and “Wine Glass” ads in the evening, matching the rhythm of the household.
The screen is open. But is your brand showing up on it?
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