What Did Amazon Do This Week? - 07-05-2023 [+40 LINKS]
AMAZON UPFRONT THRILLS ADVERTISERS…BUT VIEWERS?
Amazon announced a range of new content and advertising initiatives at its 2023 NewFront event. These include the launch of an original reality TV show called "Popstar High," as well as a slate of new comedy and drama series. Amazon is also expanding its advertising offerings, with new tools and formats designed to help brands engage with audiences more effectively. In addition, the company is rolling out new ways for creators to monetise their content, including a creator accelerator program, Fire TV Channels and new merchandising options. Finally, Amazon is partnering with a number of industry organisations to support diversity and inclusion initiatives in the media and entertainment industry. These announcements highlight Amazon's ongoing push to look innovative and lead in a rapidly evolving media landscape.
Amazon promised a groundbreaking buying process for ad campaigns this fall. This process allows companies, brands and agencies freedom to run campaigns across both programming services and smart TV platforms -- in this case Amazon Fire TV sets and devices. Colleen Aubrey, Amazon Ads’ Senior Vice President of Ad Products and Tech promised that Amazon is "…committed to make it easier for you to deliver results."
Some interesting nuggets from the event; more than 155 million customers can be reached by the cross-service/device sales structure Amazon will launch this fall. Seventy-five percent of Twitch watchers are between the ages 18-34. Freevee's 300-channel bundle increased its viewership time by 75 percent during 2022.
In terms of content, Amazon Prime Video has been particularly successful in producing and distributing high-quality original programming, including critically acclaimed series such as The Marvelous Mrs. Maisel, The Boys, and Fleabag. These shows have not only garnered widespread critical acclaim but have also helped to drive subscriber growth and boost Amazon's overall brand reputation. Amazon hopes its gargantuan investment in Lord of the Rings will pay off (the jury is out) and mainstream plays like ‘Citadel’, live music, and sport indicate a shifting focus.
Content is a big part of why people subscribe to Prime and see it as good value for money. Amazon wants to protect this at all costs (especially during a cost of living crisis and potential recession times). All eyes will be looking at the data moving forward as purse strings are still clutched and consumer reaction to ads is examined. So far, the ad experience has been high level and light touch, moving forward that might not be the case and could upset the apple cart.
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