{"id":21177,"date":"2024-05-15T18:39:34","date_gmt":"2024-05-15T18:39:34","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21177"},"modified":"2024-05-15T18:39:36","modified_gmt":"2024-05-15T18:39:36","slug":"amazons-pitch-to-ad-buyers-size-matters","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21177","title":{"rendered":"Amazon\u2019s pitch to ad buyers: size matters"},"content":{"rendered":"

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In January, with the flip of a switch, Amazon\u2019s Prime Video became the largest ad-supported streaming platform in the US, its executives announced Tuesday during the company\u2019s first upfront presentation.<\/p>\n

Its message to the advertising industry was clear: size matters.<\/p>\n

Within the first five minutes, Mike Hopkins, Amazon\u2019s SVP of ads, noted that Prime Video has an average ad-supported reach of 115 million monthly viewers in the US. For comparison, Netflix said earlier this year that it had 23 million monthly active users on its ad tier worldwide.<\/p>\n

Even before introducing ads, Amazon was a formidable streamer, with its viewership in terms of total time spent falling just below YouTube, Netflix, and Hulu, per Nielsen. Amazon\u2019s inaugural upfront was everything one might expect would wow Madison Avenue, with celebrities (hello, Jake Gyllenhaal), musical performances (good morning, Alicia Keys), and awkward one-liners delivered by executives in suits.<\/p>\n

But Amazon ain\u2019t like the other platforms, and its execs know it. \u201cHere\u2019s the critical difference\u2014we\u2019re not just an entertainment company trying to monetize our shows with the latest ad tech or third-party audience signals,\u201d Tanner Elton, Amazon\u2019s VP of US ad sales, said. \u201cWe\u2019re the place those customers come to shop and do so much more, which means we can do things nobody else can do.\u201d<\/p>\n

Amazon is the OG retail media network, able to track what viewers are shopping for and searching for across its enormous online marketplace, all while its ad tech leverages \u201cbillions of customer signals,\u201d Paul Kotas, Amazon\u2019s SVP of ads, said. That retail focus is coming to streaming: ahead of the presentation, Prime Video announced shoppable ad formats, including interactive pause ads, for streaming TV.<\/p>\n

As actress Keke Palmer pointed out onstage, ads can also be retargeted across Amazon\u2019s other ad-supported properties, including Twitch, Amazon Music, Amazon Live, and FAST channels. (There was little mention of Amazon\u2019s free ad-supported streamer, Freevee. Adweek had previously reported the platform\u2019s closure, but Amazon denied the report. RIP Freevee\u2026at least its relevance.<\/p>\n

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Get marketing news you’ll actually want to read<\/h5>\n

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n

How this inventory will be bundled and priced is for advertisers and Amazon to haggle over, but buyers that Marketing Brew spoke to expect the new offerings from Amazon and growth on Netflix to soften the ad market. The unveiling of Prime Video\u2019s ad tier alone was a \u201csupply tsunami on the marketplace,\u201d Hugh Scallon, SVP and head of video activation at VaynerMedia, told Marketing Brew.<\/p>\n

\u201cOur volume of clients that raised their hand and wanted to get in was one of the more surprising and quicker developing things that we had really ever seen in the last two years,\u201d he said.<\/p>\n

Star power:<\/strong> Amazon unveiled a star-studded slate of new programming, including a rom-com starring Will Ferrell and Reese Witherspoon called You\u2019re Cordially Invited<\/em> and a live-action spinoff of Spiderman: Into the Spiderverse <\/em>starring Nicolas Cage. Following the success of mining video game IP to create Fallout<\/em>, it\u2019s releasing an adaption of Tomb Raider <\/em>produced by Phoebe-Waller Bridge. Oh, and Gyllenhaal announced a sequel to Road House<\/em>.<\/p>\n

Witherspoon later closed the event, returning to the stage in character as Legally Blonde\u2019s <\/em>Elle Woods to announce a prequel to the hot-pink legal flick.<\/p>\n

Prime Playoffs: <\/strong>This fall will be Prime\u2019s third season streaming the NFL\u2019s Thursday Night Football package, which, next season, will also include a broadcast on Black Friday and its first-ever Wild Card Playoff game (perhaps taking notes from Peacock.) It\u2019s also streaming 21 WNBA games this season, including the debut phenom Caitlin Clark.<\/p>\n

The negotiation table: <\/strong>Given the glut of streaming impressions, some buyers are expecting to get a deal. Historically, Amazon had taken a value-pricing strategy, Scallon said, although \u201cevery other agency [can] arrive at the same conclusion and try to crowd us out.\u201d<\/p>\n

Jasmine Sheena contributed reporting to this story.<\/em><\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In January, with the flip of a switch, Amazon\u2019s Prime Video became the largest ad-supported streaming platform in the US, its executives announced Tuesday during the company\u2019s first upfront presentation. Its message to the advertising industry was clear: size matters. 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