Amazon made its second appearance at the Interactive Advertising Bureau’s NewFronts Tuesday with a showcase focused on three areas of its video business: ad-supported streamer Freevee, livestreaming platform Twitch and the streaming rights to NFL Thursday Night Football, which go into effect next season.
Freevee, recently rebranded from IMDb TV, is expanding its content slate and experimenting with new methods of advertiser integration. Both Prime Video and Freevee originals are beta-testing a Virtual Product Placement (VPP) tool that can drop approved brands into programming on a plug-and-play basis after filming has wrapped.
Amazon is promising viewers and advertisers additional layers of interactivity for Thursday Night Football as well, such as dynamic stat displays, an X-ray feature, Twitch integrations and a new tool that creates ultra-low latency for live broadcasts. Finally, Twitch is introducing fresh ways to connect with creators through its owned channels and features like Drops, a popular method of rewarding viewers.Marketing Dive