Amazon will join companies like Google’s Twitter, Snap and YouTube to introduce advertisers to the Interactive Advertising Bureau’s NewFronts event.
Spring NewFronts is the digital media’s view on the traditional benefits of television, when advertisers have traditionally committed a large portion of their annual television spending. During NewFronts, online publishers, platforms, and other companies host presentations and parties to showcase their programming, audience data, and tools to media shoppers. This year’s event will take place virtually from May 3-6.
Amazon’s advertising business has achieved a growing market share in the digital advertising industry, a topic that seems likely to continue this year. A Cowen ad buyer survey in January said Amazon would be the winner of market share among the top digital ad companies in 2021 and 2022. The survey was based on responses from 52 buyer buyers. ads in the United States in December representing $ 15 billion in advertising spending in the U.S.
Amazon had planned to make its NewFronts debut in 2020, but said it would not participate in the event as the Covid pandemic began to erupt in the United States.
This year’s presentations include companies such as YouTube, Roku, Twitter, TikTok and Snap, along with global publishing players such as BuzzFeed, Condé Nast, BBC News and Vice Media Group. Other players for the first time at NewFronts will include A + E Networks, Entercom, Estrella Media, Penske Media and Vizio. Mainstay Hulu will not be part of this year’s event; instead, it will appear at Disney’s parent company’s own events.
The IAB said its 2020 event attracted more than 14,000 brands, agencies and media buyers. This year’s event promises to delve deeper into how consumer behavior has transformed during the pandemic and how content creators have programmed all video formats.
Amazon’s growing ad business
Amazon’s fourth-quarter 2020 earnings report showed the benefits of a surge in advertising after a pandemic crash. Amazon’s “other” category, which consists primarily of advertising, generated revenue of $ 7.9 billion for the quarter, 64% more than the previous year.
Amazon can also benefit as advertising partners prepare for Apple’s upcoming privacy changes that will affect their businesses. “We believe AMZN is very well positioned to come out [Apple’s privacy] it changes thanks to the transparency of its attribution and the broad overall intent of platform purchases, ”Deutsche Bank analysts said last month.
The e-commerce giant opened some of its initiatives at the IAB’s annual leadership meeting last week. Its global vice president of ad sales, Alan Moss, said that with this year’s release of IMDb TV originals, it would offer opportunities to integrate branded products and content to help advertisers “align in an authentic way its mark with the cultural moments and the subjects of sort ”.
Moss also discussed how Amazon plans to expand its podcast advertising.
In another panel, Amazon Studios COO and TV co-chair Albert Cheng talked about the growing prominence in selling merchandise directly through TV screens, Deadline reported last week. He said “online commerce” is in its early days, but that Amazon is moving forward there. For example, Amazon has streamed Savage X Fenty programs and embedded these live streams with buying opportunities.