Enthusiasm

Amazon’s Thursday Night Football Games Drive Advertiser Excitement With Commercial Play

The ad industry loves Amazon’s push into live sports, so it’s no surprise that the NFL’s first-ever Black Friday game is streaming on Amazon Prime Video.

Driving the news: At Advertising Week New York — the annual conference where thousands of marketers, editors and techs talk shop at panels and parties — speakers praised Amazon’s NFL games.

Why is this important: Big Tech’s content games were once the ire of advertisers since ads weren’t available on Netflix (until next month) or in original content from Apple and Amazon. But tech platforms are now welcoming them with live sports, and advertiser enthusiasm could signal more offerings to come.

What they say : Jeremy Carey, chief investment officer of marketing agency Optimum Sports, addressed the issue at the event.

  • “You’re lowering the average age of your audience. The consumer’s ability to spend is also increasing,” Carey said Monday. “The ability to speak and extend reach across [Amazon’s] the spread is huge.”
  • Monique Harrison, head of brand marketing at Mercedes-Benz USA, touted the data in a separate chat on Tuesday.
  • “The retargeting, data and metrics that we can get through a partner like Amazon just doesn’t exist on linear,” she said.

Yes, but: Carey acknowledged that the switch to streaming hasn’t been easy for all audiences.

  • “I don’t know if, right now, the consumer is winning,” Carey said. “The old model is disrupted, and there are probably people saying, ‘How do I get to my Thursday Night Football? And what’s the price?'”

And after: At the end of Tuesday’s panel, Michael Smith, news analyst for Prime Video’s Thursday Night Football, said he wanted Amazon to buy more live sports rights.

  • “Bring the NBA rights. Bring the college football rights,” Smith said. “Not to mention sports programming when it comes to studio shows.”
  • Danielle Carney, Amazon Ads NFL sales manager who moderated the panel, said that was the plan.