Amazon will partner with companies like Twitter, Snap, and Google’s YouTube to promote advertisers at the Interactive Advertising Bureau’s NewFronts event.
The Spring NewFronts are the digital media that take over the traditional TV aspects when advertisers have traditionally tied up a large portion of their annual TV spending. During NewFronts, online publishers, platforms, and other companies will host presentations and parties to introduce media buyers to their programs, audience data, and tools. This year’s event will practically take place from May 3rd to 6th.
Amazon’s ad business has achieved growing market share in the digital ad industry, a theme that is expected to continue this year. A January survey of Ad Buyers by Cowen found that Amazon will be the leading market share winner among the big digital ad companies in 2021 and 2022. The survey is based on responses from 52 leading US ad buyers in December, representing US $ 15 billion in ad spend.
Amazon had planned to make its NewFronts debut in 2020 but said it would not attend the event as the Covid pandemic began to break out in the United States
This year’s presentations include companies like YouTube, Roku, Twitter, TikTok and Snap, as well as publishing companies like BuzzFeed, Condé Nast, BBC News and Vice Media Group. Other newcomers to the NewFronts are A + E Networks, Entercom, Estrella Media, Penske Media and Vizio. Mainstay Hulu will not be part of this year’s event. Instead, it’s featured in parent company Disney’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 examine how consumer behavior has changed during the pandemic and how content creators have done programming in all video formats.
Amazon’s growing advertising business
Amazon’s earnings report for the fourth quarter of 2020 showed the benefits of an advertising rebound after a pandemic slump. Amazon’s “other” category, which is mostly advertising, had revenue of $ 7.9 billion for the quarter, up 64% year over year.
Amazon can also benefit as advertisers prepare for upcoming Apple privacy changes that affect their business. “We believe AMZN is very well positioned to go out [Apple’s privacy] Changes due to the transparency of the assignment and the generally high intention of platform purchases, “said analysts at Deutsche Bank last month.
The e-commerce giant unveiled some of its initiatives at the IAB’s annual leadership meeting last week. Alan Moss, vice president of global ad sales, said that with a number of IMDb TV Originals launching this year, product integration and branded content opportunities will be offered to help advertisers “make their brand real.” to align with cultural moments and genre themes “.
Moss also discussed how Amazon plans to expand its podcast advertising.
In another panel, Amazon Studios COO and co-head of television, Albert Cheng, spoke about the growing importance of selling goods directly on TV screens, Deadline reported last week. He said “T-Commerce” is still in its infancy, but Amazon is making progress there. For example, Amazon has streamed Savage X Fenty shows and embedded those livestreams with purchase options.