Amazon Unveils Streaming TV, Live Sports Content, Ad Tech, Measurement At NewFronts

Amazon unveiled a slate of streaming content and advertising capabilities at the Interactive Advertising Bureau’s 2023 NewFronts on Monday evening. 

The announcements span entertainment across Amazon Prime Video, Amazon Freevee, Fire TV, Twitch, Amazon Music, Wondery, Amazon Live, and "Thursday Night Football," demonstrating the diversity of products and services available through Amazon.

“Advertisers are navigating a myriad of challenges — media fragmentation, ad identifier loss, incomplete insights, measurement complexity," says Colleen Aubrey, senior vice president of ad products and tech, Amazon Ads. "We're inventing solutions rooted in our differentiated content, insights, and capabilities to help brands easily reach the right audiences and accurately measure outcomes—all within a single ad buy."

Amazon Live will now produce shoppable livestream content with publishers and media brands, in addition to influencer content.

Today, consumers can watch exclusive shoppable content from Tastemade, including episodes of Struggle Meals. Starting in late May, viewers will have the ability to shop live while watching exclusive content from REVOLT, the multi-platform media company from Sean “Diddy” Combs. 

Amazon Ads highlighted upcoming capabilities for brands designed to make it easier to reach the correct audiences.

VideoAmp and iSpot, for example, have been announced as new streaming TV measurement providers. Advertisers can use these solutions to measure cross-screen impressions and reach, including out-of-home and local stations, complementing the first-party measurement solutions of Amazon Ads.

Launching worldwide, Amazon Marketing Cloud (AMC) Audiences -- a secure, privacy-safe cleanroom -- enables advertisers to combine their own inputs with Amazon signals to create a full picture of customer journeys across channels and buying stages.

Buy Box Experts used the feature to help their client SimpliSafe refine its audience strategy. The brand's return on ad spend grew by 109% and reduced the brand's cost-per-unit-sold by 65%. 

Audience-based creatives in "Thursday Night Football" give advertisers the capability to segment NFL viewing audiences into custom cohorts and increase ad relevance. Advertisers can present creative that is tailored to each cohort based on geographic, demographic, and behavioral signals. 

Amazon Ads also will launch more ways for fans to interact with an ad without leaving the "Thursday Night Football" stream.

In 2023, interactive video ads will include new clickable ad formats on Fire TV devices. Fire TV viewers ccan click a “Send to Phone” or “Send to Email” button with their remote, triggering a push notification or email that links directly to the brand’s Amazon store or product page. 

Omnichannel metrics will expand beyond CPG to auto, softlines, and hardlines advertisers in 2023, helping more brands plan, optimize, and measure campaign outcomes holistically across Amazon properties and third-party stores.

New brand storytelling ads will launch in beta on Amazon Freevee, enabling advertisers to tell a more immersive story over multiple, sequential commercial breaks.   

Aubrey also shared how brands using Amazon’s ad-supported streaming TV solutions in the U.S.—across Amazon properties and Amazon Publisher Direct—can reach an average monthly audience of more than 155 million. The reach was highlighted through a new content lineup, including movies, TV series, music events, shoppable livestreams, and theme-based channels across its streaming services and devices.

Amazon Freevee announced a slate of premium, ad-supported Originals, new greenlights, and subsequent season orders. 

The free streaming service introduced new original content to debut next year, including Mock the Week, a half-hour topical and satirical panel show executive produced by Emmy-winning comedian Trevor Noah and BAFTA Award-winning executive producer Dan Patterson, to name a few.

Amazon Music announced the return of Amazon Music Live for its second season — where sports and music connect in a live concert series airing weekly after "Thursday Night Football" on Prime Video, and fans can hear some of the biggest names in music perform their new releases for the first time.

Fire TV, which recently surpassed 200 million units in global sales, unveiled Fire TV Channels, its new, ad-supported TV experience available for free to all Fire TV device owners. Customers will have access to topical content, allowing them to go deep with the genres they care about most.

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