Amazon’s Prime Video has big plans for 2025, especially with NBA and WNBA games joining their lineup. This is a significant step as they move from focusing on one sport to offering multiple sports in their advertising strategy.
Last year was a breakthrough for Prime Video. They kicked off ads on films and series while continuing their exclusive NFL Thursday Night Football broadcasts. Their first upfront presentation for advertisers in New York marked a bold step in showcasing their growing ad capabilities. With a steady audience and successful original shows, they surpassed $1.8 billion in ad revenue.
The addition of NBA and WNBA games this fall, part of an 11-year deal, means more live sports nights for Prime Video throughout the year. They’ll also air multiple NASCAR Cup races and a number of New York Yankees games.
Danielle Carney, Amazon’s Head of US Video and Live Sports Sales, highlighted how actively they are engaging with advertisers, particularly for the NBA. The new deal includes a studio show that offers better sponsorship opportunities, particularly on game nights. This means brands will have more control over their visibility.
The NBA’s popular studio show, Inside the NBA, which is moving to ESPN, showcases various brands such as Kia throughout the season. Carney explained that their experience with Thursday Night Football involved a lot of testing before jumping fully into advertising, but now with proven technology and innovations, they are ready to shine.
Discussions with brands for the NBA studio show are in motion, but finalizing these deals takes time. With a mix of scripted series and popular films like The Lord of the Rings and You’re Cordially Invited, there is increasing crossover between sports and entertainment. Carney noted this trend works both ways, as audiences transition between the two.
Last season, 40 new advertisers came in for Thursday Night Football, which opens the door for potential partnerships in NBA games and other programming. Carney emphasized that having the NBA gives them a unique global platform for advertisers.
At a recent NATPE event, Kelly Day, Prime Video’s international programming chief, discussed their programming strategy. While sports play an essential role, she insisted that budgets for other programming are not being sacrificed. According to a recent SEC filing, Amazon’s spending on TV, movies, and music is projected to reach $18.9 billion in 2024, a 14% increase from 2023.
Technology also plays a critical role in Prime Video’s advertising strategy. Carney highlighted that interactive video ads are highly effective on their platform. As they enhance their video and advertising capabilities, leveraging Amazon’s extensive first-party data is becoming increasingly important for advertisers.
Source link
Amazon Ads,NBA,NFL,Prime Video,Sports,Upfronts
