Amazon Expands Advertising Business With Thursday Night Football
Amazon's Thursday Night Football coverage is attracting more advertisers, including those that don't typically sell products on the platform. This is helping the company expand its advertising and streaming business.
Original reporting · digiday.com
Original: “How Amazon turned its Thursday Night Football into a two-pronged pitch to capture ad dollars”
Read “How Amazon turned its Thursday Night Football into a two-pronged pitch to capture ad…” at Digiday →
How this was written. GMS Agency Desk wrote this article with a language model from Digiday’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Digiday’s report
- Amazon's Thursday Night Football coverage is attracting more advertisers, including those that don't typically sell products on the platform.
- The company's ability to provide advertisers with data and targeting capabilities has made it an attractive option for brands looking to reach their target audience.
- Amazon is promoting full-funnel media buys to advertisers, which allows them to reach consumers at multiple stages of the buying process.
- The company's unique value proposition, which includes access to a potentially hard-to-reach constituency, has also been a major factor in its success.
- Amazon's sales pitch has been successful in convincing advertisers to invest in its platform, with many brands seeing positive results from their ad campaigns.
As the NFL season and holiday shopping season begin, US advertisers are increasing their ad spending on Amazon's inventory. The company's Thursday Night Football coverage has proven to be a useful tool in expanding its advertising and streaming business.
Amazon has successfully used the TNF audience to attract brands that don't sell products on its e-commerce site, as well as those that do but don't typically advertise during sports events. This includes companies like American Express and Colgate, which have seen positive results from their ad campaigns.
Colgate, for example, has been running ads on Amazon Prime Video, including during TNF, as part of an effort to reach younger male consumers. The company has seen an increase in purchase rates, branded searches, and brand awareness as a result of its ad campaign.
Amazon's ability to provide advertisers with data and targeting capabilities has made it an attractive option for brands looking to reach their target audience. The company's sales pitch has been successful in convincing advertisers to invest in its platform.
Media buyers have noted that Amazon's combination of inventory, data, and targeting capabilities has made it a straightforward sell to clients. The platform's ability to connect sales data with ad exposure has also been a major draw for advertisers.
Amazon is promoting full-funnel media buys to advertisers, which allows them to reach consumers at multiple stages of the buying process. This approach has been effective in driving growth for brands, both endemic and non-endemic.
The company's unique value proposition, which includes access to a potentially hard-to-reach constituency, has also been a major factor in its success. Amazon Prime subscribers include consumers who may not be reachable through other streaming services, making the platform an attractive option for advertisers. This article is based on reporting by Digiday.
Questions and answers
What is Amazon's strategy for attracting advertisers to its Thursday Night Football coverage?
Amazon is using its TNF audience to attract brands that don't sell products on its e-commerce site, as well as those that do but don't typically advertise during sports events.
What benefits do advertisers see from using Amazon's platform?
Advertisers see benefits such as increased purchase rates, branded searches, and brand awareness, as well as the ability to connect sales data with ad exposure.
What is Amazon's unique value proposition for advertisers?
Amazon's unique value proposition includes access to a potentially hard-to-reach constituency, as well as the ability to reach consumers at multiple stages of the buying process.
