How The Ad Breaks Of Amazon’s Black Friday NFL Game Will Be Different

Amazon AMZN is broadcasting the initial NFL game on Black Friday, making it the first of its kind.

In the year 2021, Amazon invested $11 billion to air Thursday Night Football for a period of 11 seasons. This agreement entails broadcasting 17 games every season, which implies a per-game cost of $58.8 million.

Amazon invested $100 million to obtain the rights to host the Black Friday game. This shows the company's strong belief that the game will bring in profitable returns. The question is, in what way will Amazon benefit?

Here are five things that we can anticipate.

On September 22, 2022, in Cleveland, Ohio, trucks for Thursday Night Football were spotted featuring the Amazon Prime logo before the game between the Cleveland Browns and the Pittsburgh Steelers at FirstEnergy Stadium. The photograph was captured by Nick Cammett for Getty Images.

"Effective Use Of Audience-Based Creative"

The latest advertising feature, "audience-based creative," by Amazon is going to be used to its fullest potential. It enables businesses to address separate sets of viewers with diverse ideas and tasks within a singular time frame.

As per Ad Age, Bose plans to present three ads via Amazon's advertisement technology. A unique ad has been designed for non-Prime members, whereas Prime members will be presented with two other ads that will show diverse products depending on their previous Amazon shopping habits.

Amazon has a distinctive benefit that it can offer to advertisers. It has a massive load of customer data that it collects directly from its customers. Amazon knows more details about you and your family than you realize. It knows about the kinds of pets you own, how old your children are, the television shows you watch, what you eat, what size clothes you wear, and plenty of other information.

Although I have access to a vast amount of information on American households, I have noticed that the ads during previous Thursday Night Football games lack personalization. In fact, during the first game, I and five colleagues who were located in different parts of the country diligently observed all the advertisements shown in the first half of the game. Interestingly, the only discernible difference was that some of us were presented with ads for Claritin, while others saw ads for Atepro or Lotrimin Ultra - all of which are brands that belong to the same company.

A record of the advertisements displayed to various viewers during the initial Thursday Night Football match of the year 2023, which took place on September 14th.

Based on my understanding, Amazon has a vast amount of information about people's behaviour, but I think they have not used it effectively to reach their audience in a more innovative way. I am intrigued to find out if there will be any new developments in this area today.

New Advertisers Could Be Drawn In

According to Melissa Burdick, the Co-founder and President of Pacvue, a retail ad-tech solution, going for conventional advertising for Super Bowl and football games is quite expensive. However, Amazon's advertising is relatively cheaper and can be linked to real sales.

According to her, in a world where advertising expenses are examined thoroughly, this will be a major success for companies. She states that Amazon's targeting capabilities are remarkable, as they can display various ads to Prime and non-Prime members in the same ad space, as well as exhibit ads based on a customer's browsing history, which is ideal for marketers.

Amazon's capability to link the money spent on ads to the real sales could lead them to draw advertisers from different fields, not just from the usual big CPG brands. They may also attract non-endemic advertisers, which include car manufacturers and financial service providers who don't sell tangible products on Amazon.

Furthermore, alternate streaming options are now accessible, with the inclusion of the Dude Perfect and Amazon's Espanol broadcasts in addition to the primary broadcast. These streams cater to distinct sets of viewers, creating prospects for enhanced advertising inventory. This might potentially facilitate a reduction in cost-to-serve for less prominent advertisers seeking a gateway to high-profile broadcast advertising.

"Prime Signups: The Game Changer."

Amazon has entered the world of sports, and this move serves two important purposes for the company. Firstly, earning from advertising is a major source of income for Amazon. Secondly, the company can lure in more Prime members, who tend to remain loyal within the Amazon environment unlike non-Prime members.

Amazon proudly announced a significant increase in signups after broadcasting its first Thursday Night Football game. This achievement showcased the company's successful investment, which was positively embraced by Wall Street. The noteworthy three-hour surge in signups reflected the immediate benefits of their strategic move.

The current Black Friday event doesn't demand spectators to have memberships. Amazon has stated that customers can "exploit the offers even without a Prime subscription. Everyone registered on Amazon can purchase Black Friday deals."

It seems like today's occasion doesn't have a precise objective to motivate people to sign up for Prime, or Amazon has an alternative plan that will encourage non-Prime members to act. This plan could involve numerous commercials promoting Amazon Prime and its advantages.

Digital Influence And Sales: Beyond Measurement

According to Todd Hassenfelt, who is the Senior Director for Strategy and Execution in Global Digital Commerce at Colgate-Palmolive CL, many people believe that viewers will only be watching the game at home. However, he emphasizes that the game can be streamed online, unlike traditional FOX, CBS, and NBC games which only adopted streaming as a last resort. In fact, the game is primarily in a streaming format.

According to Hassenfelt, the upcoming Black Friday game can greatly impact the sales influenced by digital advertising. Many shoppers in physical stores are engrossed in watching NFL games while shopping and may buy products advertised on the Amazon Black Friday broadcast live. This game could potentially have a positive impact on other retailers as well.

People are really looking forward to Amazon's Black Friday football game. This is not just true for football enthusiasts, but also for those who analyze advertisement. Today, we will discover if this event will be the start of an exciting time for advertising.