During Amazon’s presentation on Monday evening, the company is confident that it has a secret weapon to make its lineup of live sports unique: Since everything is streamed, it can provide personalized content, targeted advertising, and even shoppable ads at a level that it believes surpasses any competition.
In today’s dispersed media environment, sports are essentially the last remaining entities capable of attracting a substantial live audience en masse. This is highly beneficial for advertisers, notes Jay Marine, head of global sports at Amazon Prime Video. Typically, this viewing happens through traditional broadcast channels, providing that large scale, but offering little more than Nielsen demographic data as insights.
As a fan, here’s how I would put it:
“I’m thrilled about what we offer – live event experience blended with digital insights and Amazon shopping capabilities. This means viewers can transition seamlessly from enjoying the game to clicking ‘buy’ on an interactive ad, receiving their purchase within just a few hours. It’s fantastic for customers, but advertisers are truly captivated! I believe we’re uniquely poised to provide something that stands out in the market.
In a similar vein, Marine tailors ads more precisely, thus during an NFL game, if Toyota is a sponsor, a viewer potentially searching for a pickup truck could be shown an advertisement featuring that specific model, while someone who might prefer a minivan would likely see a different ad instead.
Amazon is transforming Thursdays into its sports hub by hosting NFL Thursday Night Football, and intends to expand this with the addition of NBA later in the year. This new addition will join the ranks of the WNBA, NWSL, and NASCAR, all of which are already part of Amazon’s sports rights portfolio.
Marine notes that for the very first time, we’ll be enjoying a full-year calendar packed with elite live sports events.
The business intends to fully embrace the Autumn and festive period, as the NBA and NFL seasons will reach their peak during this time.
Marine mentioned that this will mark the third consecutive year of Black Friday football events. These games have become a significant and beneficial tradition not only for customers but also for the NFL and Amazon. This year, we aim to expand upon this success considerably, not just with the NFL, but also by introducing a double header of NBA matches following the NFL game. Consequently, Black Friday will offer a full day of sports entertainment for our customers.
Amazon’s prime-time game will carry on right up until Christmas, with them broadcasting it on that day. Earlier in the day, Netflix had a window for their own programming.
During the timeframe between Black Friday and Christmas, particularly from a sports-focused and advertising standpoint, being featured on Amazon Prime sports during the shopping season will likely be quite influential,” Marine suggests.
The games will be easily purchasable, enabling Amazon and its advertisers to convert ad spaces directly into sales.
Regarding Amazon Prime Video’s strategy for NBA coverage, Marine explains they are focused on creating a spacious venue, attracting both novice and dedicated fans, and integrating advanced technology within the broadcasts to enhance the viewing experience.
Marine emphasizes the importance of presenting a unique point of view, teaching fans about basketball, and maintaining a light-hearted approach to enhance enjoyment. He believes this current generation of NBA players is exceptionally gifted, and we should appreciate their talent accordingly.
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2025-05-12 16:24