Amazon will join companies such as Twitter, Snap and Google YouTube in presenting advertisers at the Interactive Advertising Bureau’s NewFronts event.
Spring NewFronts is a digital media approach to traditional television operations, 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 practically from May 3 to 6.
Amazon’s advertising business has commanded a growing market share in the digital advertising industry, a theme that is likely to continue this year. A January survey by Cowen said Amazon would be the largest market share winner among major digital advertising companies in 2021 and 2022. The survey was based on responses from 52 advertising buyers in the US in December. , which represents $ 15 billion in US advertising spending. .
Amazon was scheduled to debut in NewFronts in 2020, but said it would not attend the event as the Covid pandemic began to erupt in the US
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 in NewFronts will include A + E Networks, Entercom, Estrella Media, Penske Media and Vizio. Hulu Mainstay will not be part of this year’s event; instead, it will be featured in Disney’s own parent company events.
IAB said its 2020 event attracted more than 14,000 brands, agencies and media buyers. This year’s event promises to deepen the way consumer behavior changed during the pandemic and how content creators made programming in all video formats.
The growing business of Amazon ads
Amazon’s earnings report for the fourth quarter of 2020 showed the benefits of a return to advertising after a pandemic decline. Amazon’s “other” category, which consists mainly of advertising, brought in revenue of $ 7.9 billion for the quarter, up 64% from a year earlier.
Amazon may also benefit as fellow advertisers prepare for future changes to Apple’s privacy that will affect their business. “We believe that AMZN is extremely well positioned to leave [Apple’s privacy] it is changing due to the transparency of its allocation and the high general intention of platform acquisitions, “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 the launch of a series of original IMDb TVs this year, it will provide opportunities to integrate branded products and content to help advertisers’ authentically align the brand with cultural moments and gender themes ”.
Moss also discussed how Amazon plans to expand its podcast advertising.
In another group, COO Amazon Studios and co-head of television Albert Cheng talked about the growing importance of selling goods directly through TV screens, Deadline reported last week. He said that “T-commerce” is in its infancy, but that Amazon is making progress there. For example, Amazon aired Savage X Fenty shows and incorporated these live streams with buying opportunities.