This does not mean that the advertising sub -intrigues will take a break.
Take Amazon, for example. The advertising revenues of the technology giant increased 18% in annual shift in the first quarter of 2025 to 13.9 billion dollars – and CTV is only one, but part of this company. A Megabucks agreement for NBA streaming rights last year saw Amazon Prime Video Add to its live sports cover rangewhich also includes the coverage of NFL, MLB, Premier League football and NASCAR.
It was the last step in building a package that Danielle Carney, head of live sports and video sales at Amazon, advertisers have been told Digiday Now to reach the sports audience in streaming throughout the calendar year. Last month, Amazon was on a showbiz talent hunt, taking presenters and commentators while he built a new California studio to house his NBA programming. It is not only a question of ensuring that viewers feel at home – it is a way of adding more advertising real estate in the form of sponsorship slots in the studio and on the program, because it puts its markets on the market during the initial conversations of this week.
Customers looking for maximum flexibility at this time, AMAZON will allow advertisers to buy autonomous live sports stocks, including against the NBA, said Carney. But once by the door, the managers of Amazon hope that his growing wallet will try more brands To increase expenses on its platform (DSP) on the requestthrough which advertisers access Amazon search, display, display and video inventoryAnd use its electronic commerce audience data to make out -of -site ads.
Digiday spoke with Carney of this ambition and the way in which the range of live sports from Amazon brings it closer to the realization.
This interview was slightly modified for more clarity.
How does the live sports portfolio integrate into your Upfronts offer?
By entering this solid IP in sports, be it the NBA, (which) we launch in October, or the NFL, which we have had for three seasons now. We take these IPs and create great moments of lines like Black Friday.
We see these tents that really stimulate demand for us. We are starting to become this one -stop shop for advertisers, from premium content on a large scale – IP like the NFL – (to) leading throughout the funnel.
This year is a big pivot for us while we are starting to create a multi-sport offer that extends over the whole calendar year. We see that customers make greater commitments, (including) multi -year commitments, to associate with us.
One of the things we have looked at is to focus on the democratization of sports. While we are starting to evolve our opportunities on NASCAR, the NBA (and) the WNBA, we have different points at the entrances for different customers and we are starting to see our advertisers’ pool diversifying.
Since we launched football on Thursday evening (coverage of Amazon’s NFL) there are more than three seasons, we added 70 new advertisers to the NFL which had not bought the NFL before (20 joined last season). Many of them are SMEs. They have their products on Amazon, but maybe they did not think of the NFL, which could feel (too) premium in some respects. But due to the direct impact that we can buy, it becomes extremely precious to be able to reach mass scale in this way.
Do you expect the prices to color customers’ answers to highs?
We will sail and evolve with the landscape, as everyone will do. And whatever this climate, advertisers are still focusing on the use of advertising (to) reach the desired result or commercial objective, whether aware, consideration and conversion. It is at times like these when performance becomes essential.
We have learned a lot in the last three football seasons on Thursday evening, and I think we have built a very good product. The first year of the TNF was very different from the year two, and I do not think that the first year of the NBA (Will) looks like the first year of TNF. We have won this confidence (customers) that we will deliver a product the best in its category and that we will have advertising innovations that will help stimulate their business and that we will continue to innovate.
So, what innovations do you add to NBA coverage?
This year, Amazon Ads offers advertisers for the first part measurement capacities for sponsorships. Amazon announcements will measure sponsorships such as 30 -second traditional advertising units, offering more precise performance measures. This will also allow us to offer an audience and measured results to present sponsors and advertisers, including the visibility of creative and studio sponsorships (such as an advertising unit). We believe that advertisers will be more interested in investing in premium presentation sponsorships if they are supplied in depth of measurement solutions and ad-tech improvements.
Is sport a brand ramp for brand advertisers in Amazon advertisements?
Yes, we absolutely look at the portfolio to understand how we can generate the results that our customers are looking for.
Even if you are not endemic to Amazon, there are a ton of opportunities to use our ideas and data to help understand the behavior of what is happening through Amazon and off Amazon. It is important for us to think in a holistic way, not only through our portfolio, but also on the way we measure with partners to understand how we head to their results.
Amazon’s CTV price has been credited With the revaluation of the streaming market. Should we expect this situation to change?
Our value proposal remains the same. We lead to disproportionate value in all our digital capacities that we have that do not appear in other linear sports. Thus, our value proposal remains strong. I think we are in the right place because we see the request and we prove the value.
Should we expect the advertising charges on Prime Video to increase this year, while more and more advertisers are jumping on board?
We remain focused on the prioritization of advertising innovation on volume. While demand continues to grow, our commitment is to improve advertising experiences rather than simply increasing the number of announcements indicated.