Amazon’s Rising Clout In Streaming Ad Business Steps Into Spotlight At NewFronts
deadline.comIn the annals of full-tilt ad pitches that have left buyers razzled and dazzled, Amazon’s NewFront presentation tonight may not merit an especially lengthy or detailed chapter.Most of the announcements during the 90-minute event had been posted to Deadline and other outlets before the crowd of several hundred filed into David H.
Koch Theater in New York’s Lincoln Center. The big draw for advertisers – weekly NFL games nabbed as an 11-year exclusive as part of the league’s sweeping media rights deals – has been known to the audience for more than a year.And yet, as a demonstration of sheer force, the methodical tour through businesses like Prime Video’s sports push, livestream mainstay Twitch and the just-rebranded Freevee put Amazon even more fully on the media map.
In streaming, the last few weeks have shown that any serious contender will need to have a well-developed ad business, and Amazon fits that bill.
And it’s a lucrative market. Once an also-ran next to the digital duopoly of Facebook and Google, Amazon generated $31.2 billion in ad revenue in 2021, and a large and growing chunk of that is in video.Last year, when the upfronts and NewFronts were still conducted virtually due to Covid, Amazon put on its first edition.
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