Dive Brief: 

• The first brand to try out Amazon's video ads, which the online retailer announced earlier this month, will be insurance provider Geico. 
• Amazon has been slotting pre-roll video ads for its new original series pilots, offering advertisers the attractive combination of premium content and a measurable audience.  
• As part of the deal, Geico is the presenting sponsor for the pilot season of Amazon's originals and has already started running homepage banner ads, as well as 15-second spots before non-children shows. 

Dive Insight: 

Amazon's biggest advantage over competitors like YouTube and Hulu, when it comes to advertising, is its wealth of user data. Because of the way Amazon Prime is set up, the online retail giant has direct info on the purchasing and search habits of its users. That could prove very enticing to advertisers who are frustrated with targeting on other online video sites. To some degree, there may be a threat to TV dollars, as well.