Amazon Ads wants to help brands reach fans on Prime Video streams

It is undeniable that in recent years live sport has become the flagship for streaming companies to attract subscribers. Amazon, through Prime Video, seems to have this very clear in its strategy and is increasingly seeking to acquire transmission rights.

Proof of this is that, today, it has in its portfolio Copa do Brasil and NBA in Brazil, Ligue 1 and Roland-Garros in France, Premier League in the United Kingdom, US Open, ATP tennis and WTA Tour and Autumn Nations Series rugby in the United Kingdom Kingdom and Ireland; Champions League in Germany and Italy, Thursday Night Football in the United States, New Zealand Cricket in India, among other events.

With so many opportunities to attract revenue given the high investment made in rights, Amazon brought Amazon Ads to Brazil in October 2020. The goal is for this platform to be a relevant marketing partner for brands and agencies, and deliver the best possible experience within the campaigns carried out.

But after all, why is streaming gaining more and more prominence in people’s consumption? The decentralization of broadcasting rights, where more and more players get a specific package, leaving aside the monopoly, is it the result of this new moment?

“In my opinion, it was something natural in people’s behavior. It’s an opportunity, it’s where the audience is and where they recognize themselves. Last year, we conducted a survey of connected TV with ComScore and, of those surveyed Brazilians, 50% already consider themselves connected TV viewers. That is, more than decentralization, it is about people’s behavior, where they are and how much they want to consume”, said Celia Goldstein, General Manager of Amazon Ads in Brazil, in an interview with Leaderships.

The executive made it clear that, even though streaming allows for more interactions and more screen time due to the flexibility of not having a plastered grid like linear TV, it is fundamental that the consumer is at the center of the strategy. In this way, the entire ecosystem benefits: platform, public and advertisers.

“Streaming allows for more interactions, even due to the format, but having a look at how Amazon operates, we will always have a look at the consumer at the center. I can have an incredible creative delivery, but that has to make sense with my audience to create the best experience for those who are watching and for the brand that is looking for that audience”, he added.

Specifically in the Brazilian market, Amazon renewed with Globo to continue with the Copa do Brasil until 2026, in addition to the arrivals of Rômulo Mendonça and Cléber Machado.

“The renewal is about continuing to deliver the best experience, now with Romulo Mendonça narrating some matches, as well as Cleber Machado. All of this is part of delivering what the audience wants, having relevant content and, consequently, being able to have brands that want to dialogue with this extremely engaged audience”, he concluded.