With the dawn of May comes the Interactive Advertising Bureau’s NewFronts! The exciting annual four-day series of events gives digital advertisers a first look at all the latest digital content from the biggest names in media and entertainment. It was a star-studded night that saw cameos from James Marsden, T-Pain, Tracee Ellis Ross and Marcus Mumford, when Amazon did its NewFronts presentation.
Amazon has tied up with the NFL for the next ten years. That’s news.
In other news, Amazon is celebrating its new show on Freevee, “Jury Duty.” The show stars James Marsden, who is well-known for his role in “X-Men.” This new show that started last month is one with some online caché that can help draw interest in Freevee. Freevee is Amazon’s ad-supported free app that competes with Peacock, Disney+, Roku and others.
What is even bigger news is that Amazon has made a slew of updates to its ad services going into the 2023-24 football season. One of the huge announcements from the giant is that NFL advertisers will have the ability to target ads during the games. This is something that brands have been asking Amazon to do for a while now. Amazon’s streaming offerings can now “help brands efficiently bridge content to commerce—spanning new content and advertising technology across Prime Video, Amazon Freevee, Fire TV, Twitch, Amazon Music, Wondery, Amazon Live, and Thursday Night Football”.
This is huge!
Now all the advertisers this football season can run creatives that are specific to specific audiences. In other words, using Amazon insights, advertisers can present different creative to different users in the same ad break.
After showing the NFL games, Amazon worked to get brands the kind of reach that they have from football on linear TV. Ad agencies have been assured of being given the capability to extend ad buys within Amazon to make good on any ratings shortfalls.
On the measurement front, Amazon has announced strategic partnerships with iSpot and VideoAmp.
It has also proclaimed all the upgrades done to its Amazon Marketing Cloud – this is Amazon’s offering of a data clean room for brands to use to connect their first-party data to Amazon audiences.
So in all, it is now possible for marketers and advertisers and brands to run ad campaigns and then get a solid report on the effect of those campaigns on sales.