Amazon held its first NewFronts advertiser showcase on Monday, and made its National Football League streaming deal a centerpiece of the offering for brands, while also leaning heavily on Twitch, its young-skewing video site.
Meanwhile, Amazon also launched a new ad product called “self-service Amazon audience guaranteed,” which provides price predictability and measurement to advertisers. Guaranteed ad delivery is closer to the way TV advertisers buy commercials, where they know the size of the audience ahead of time and the cost of the ad campaign. In digital, pricing and reach are typically less stable, with ads being sold in auctions, with no guarantee a marketer will win.
Amazon is starting to see a larger audience of streaming TV viewers through Fire TV, IMDb TV, Twitch and Prime, where it can offer more consistent ad placements.
“Now, in the self-service Amazon DSP, audience guarantee buyers can create campaigns with fixed pricing per placement and only pay for the impressions that reach their audiences,” said Alan Moss, Amazon Advertising’s VP of global ad sales, during the NewFronts.