Amazon Doubles Down on Advertising Push in Return to TV’s Upfront Week

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Amazon plans to challenge traditional television companies in the advertising sector yet again, marking its comeback during TV’s annual upfront week – a tradition historically dominated by Fox, but now claimed by Amazon.

Amazon’s upfront presentation is scheduled for May 12th, 6:30 p.m., at The Beacon Theater in New York City. This marks a change from last year when the event took place on a Tuesday morning. Typically, Fox has its upfront presentations during Monday afternoons and evenings.

Amazon is hosting its big presentation on May 12th at 6:30 p.m., which was not the case last year when it happened on a Tuesday. Usually, Fox presents on Monday afternoons or evenings.

Amazon intends to utilize its upcoming event to further develop its advertising-supported ventures and media aspirations, encompassing Amazon MGM Studios, Prime Video, Twitch, Wondery, and Fire TV Channels. The company boasts a monthly ad-viewing audience of over 275 million within the United States.

Alan Moss, Vice President of Global Ad Sales, stated that we’ve received favorable comments from agencies and businesses after our debut upfront with Prime Video ads. This has resulted in high demand as advertisers are drawn to our extensive array of full-funnel advertising options. We’re bridging campaign strategies across awareness, consideration, and conversion into a unified plan, allowing us to clearly see the impact of each tactic and fostering continuous business expansion.

Previous year’s advertising extravaganza left ad buyers spellbound with a lineup of high-profile celebrities. Among them were Reese Witherspoon portraying Elle Woods, along with appearances from Will Ferrell, Roger Federer, Jake Gyllenhaal, Aldis Hodge, and Alicia Keys.

This time around, the company is set to present an even more impressive lineup. With Amazon Prime Video having secured a long-term agreement with the NBA, they can now offer live sports year-round, including the NFL, NBA, and NASCAR. Additionally, Wondery has partnered with Jason and Travis Kelce’s New Heights podcast, making it one of the most popular programs in the country. The company emphasizes that this partnership provides marketers with an extensive range of sports content to advertise against, highlighting their podcast’s sports rights as evidence of their ability to offer cross-platform advertising opportunities.

It’s anticipated that Amazon will expand its stock and capabilities this year, but the details are still kept confidential at present.

Next year, we’ll expand our advertising tiers to include Brazil, India, Japan, the Netherlands, and New Zealand as well.

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2025-01-06 17:25