|Matt W.||Associate Creative Director||NY|
Sample of Related Brands
|Farah B.||Group Account Director||NY|
|Michael H.||Director, Business Development - East Region||NY|
|Adam L.||Creative Director||NY|
|Michael C.||Executive Director, Project Management||NY|
Gen-Z, Millennial Entertainment Opps: Amazon Prime searches for US media head amid spend increases (Score 48)
Prime (AP) Video Originals Series business. This marketer's team will develop media strategies across channels such as TV, social, digital, mobile, print and OOH, and they will manage its media agency. Prime's original series will face competition from Netflix and Hulu, both of which also develop original series.
Viewership of AP shows surged as Americans had more free time for watching TV.
According to AP spent around $67.2m on national TV ads YTD, a 23% increase from $54.5m during the same time period of 2019. Full-year spend equaled $216.9m in 2019 and $35.8m in 2018. It mainly targets Gen-Z and millennial moms through this channel (see targeting right).
Adbeat estimates out of the $275.4k AP spent on digital display ads since June 2018, 82% ($225.8k) was spent after June 2019. It placed 52% of these ads programmatically through Google Display Network onto sites such as firstpost.com, uol.com.br, thequint.com, goodreads.com and bbc.com. It placed 33% of these ads site direct onto sites such as liftable.com, inquisitr.com, bolde.com, nesn.com and perezhilton.com. Finally, it placed 15% as video ads through YouTube onto sites such as youtube.com, theverge.com, sbnation.com, buzzfeed.com and latimes.com.
It also utilizes local advertising methods such as OOH, radio, broadcast and print. AP's TV commercial targeting and sharp increase in digital display ad spend reinforce its target demographic of Gen-Z and millennials with a momvertising skew. Considering this young audience is consuming more media than ever, you should also consider offering paid social and/or podcast ad space. The brand holds planning conversations in Q1 and buying conversations in Q4.
Agency & martech readers - You certainly may be able to secure project-based and/or Prime-specific work when Amazon finds this new media head; it wouldn't hurt to reach out to remain top-of-mind. WongDoody and an in-house team.