Amazon’s NewFront 2023 Game Plan: Ushering in the Age of Cross-Device/Platform TV Ads

The Big Message Start looking over a groundbreaking buying process for ad campaigns that Amazon under its Amazon Advertising unit will introduce 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 Example devise then buy and run a campaign appearing simultaneously on Freevee both the service and the multichannel bundle Fire TV content and Twitch the interactive gamingpop culture service now running on Samsung39s smart TV game hub quotThis type of harmony is what we in the media always ask forquot said Colleen Aubrey Amazon Adsamp8217 Senior Vice President of Ad Products and Tech quotWeamp8217re committed to make it easier for you to deliver resultsquotHosts A parade of AmazonAmazon Ad executives beginning with Aubrey who gets extra credit for addressing in her opening remarks a range of issues challenging the ad industry from a fragmented audience measurement landscape to inaccurate data gathering Before leaving the stage Aubrey pledged to go the extra mile to supply accurate measurement and outcomecentric information to clientsWhat Worked Filling the David Geffen Hall lobby with exhibits of various Amazon services before and after the presentation including a Thursday Night Football version of popular Letamp8217s Make A Deal game quotCar Pongquot Disc jockey Natasha Diggs played a great set of prepostevent favorite tunesWhat Also Worked Interview segments that combined the onstage talk with video clips of the content under discussion Especially enjoyable the conversation with executive producers from current Freevee hit mocumentary series Jury Duty and new family sitcom Primo which debuts May 19What Didn39t Work Lack of clarity over whether Amazon Live which presents live content on mobile PCs and tablets will run over smart TVs Their lobby demo suggested that the service will and amid announcements of new home shopping series and exclusive pop culturelifestyle programming from Revolt and Tastemade no one on stage confirmed a smart TV rolloutBonus Points A string quartet welcoming attendees into David Geffen Hall39s Wu Tsai Theater with a few classical takes on hit songs My favorite the clever adaptation of Alicia Keys39 New York Empire State of MindData Points More than 155 million customers can be reached by the crossservicedevice sales structure Amazon will launch this fall Seventyfive percent of Twitch watchers are between ages 1834 Freevee39s 300channel bundle increased its viewership time by 75 percent during 2022News Fire TV now has its own free adsupported channel bundle in business Fire TV channels will feature a variety of dedicated longformshortform services with Xbox TMZ Professional Golf Association and Conde Nast among the charter content suppliers Both Fire TV and Freevee will carry various interactive and shoppableformatted commercials this fall where products and services can be ordered by voice or using a voice remote Freevee also will beta test immersive ads where the story unfolds over multiple consecutive commercial pods Look for plenty of new Freevee original series over the next year including reality competition satire The GOAT latenight weekly comedy Mock the Week coexecutive produced by former The Daily Show host Trevor Noah and Judge Judy Sheindlinproduced docudrama series Justice On Trial Also more than 100 Prime Video series and madeforTV films will get a second adsupported window on Freevee Coming up this Thanksgiving holiday week Thursday Night Footballamp8217s new Black Friday game where during several commercial breaks multiple 30second spots from a specific sponsor each directed at a different target audience will play in the same 30second spaceParting WordsquotWhen people feel bad they buy a thing When people feel good they really buy a thing The Black consumer is the best consumer We just need to be listened toquot Actressentrepreneur Tracee Ellis RossquotThe response is shocking Freevee gave us the space and the freedom to make it We39re over the moon Thank you for letting us make itquot Jury Duty Executive Producer David BernadquotI was told this was Amazonamp8217s version of the Met Galaquot Thursday Night Football prepostgame analyst Ryan Fitzpatrick explaining his dress code for this NewFront event black tuxedo jacket includedClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Amazon’s NewFront 2023 Game Plan: Ushering in the Age of Cross-Device/Platform TV Ads

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Simon Applebaum

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