Amazon has a vision: to be the reference point of entertainment content and digital advertising. And has moved it to the sector in its first UPFront event in Spain, held in the emblematic Florida Park Sala in Madrid; A meeting that has served both to make a statement of intentions and to present its original content offer for the new season and its new advertising solutions.

With the appointment, the company has sought to reinforce itself as a strategic partner for advertisers thanks to the relational possibilities of its broad and versatile universe, integrated, among other things, by the Marketplace, the Prime Video and Twitch streaming platforms, the Amazon Music and Audible Audio Services; the intelligent assistant Alexa; or the cloud solutions of Amazon Web Services (AWS).

Thanks to this Amazon ecosystem, he claims to find himself in a privileged position when connecting brands with their audiences. The advantage is the result of the deep knowledge of consumers that acquires from millions of information points about their navigation, purchase or visualization behavior. Also of its commitment to innovation and strategic alliances with third parties that allow enriching its value proposition.

From Reason.WHY We were able to attend the Amazon UPFront, in addition to talking exclusively with those responsible for the company. In this article we collect the keys to what will be the Amazon entertainment and advertising universe for next year:

Amazon Ads wants to be the reference advertising platform

“We believe that advertising can be more than means. Can become magic”, Said Milana Glisic, Managing Director at Amazon Ads for Spain and Italy, in his speech at UPFront.”Advertisers do not have to choose between scale or precision, between creativity or yield, between brand or sales. They can have everything in one place, with a single partner. That partner is Amazon”

Amazon aspires to be the reference platform for advertisers; The unique place they can go to buy digital advertising spaces. And it raises its technological platform, the so -called Amazon DSP, as an epicenter of that global and integrated vision and engine of a new way of advertising.

Before an increasingly complex media ecosystem, its greatest capacity, they assure from Amazon Ads, is to integrate multiple resources and solutions to address the different phases of the funnel. They point out that advertisers can boost both discovery and consideration and conversion with a wide variety of advertising formats, from advertisements in the marketplace search results to audio ads in Alexa.

These are based on the data collected by the company in its different services, and can be crossed with the data of the brands to create an effective segmentation that favors the personalized impact.
The company also ensures that it is reinforcing its capacities in artificial intelligence to help agencies and advertisers improve the effectiveness of marketing and the profitability of its investments.

“We can help transform interest into purchases making the discovery fluid and attractive “, Marta Álvarez, Head of Agencies at Amazon Ads explained, in statements to Reason.WHY. “It is this unique capacity that distinguishes us – to make consumers from seeing or listening to buying their favorite products – in one way that no other company can”

Amazon Ads’s ambition for becoming the reference advertising platform has established itself over the last months through a series of strategic agreements established with third parties, including some of the players that, a priori, are rivals, such as Disney Advertising or Netflix.
This means that brands can buy advertising spaces in other services, such as Disney+ or Netflix, from the Amazon advertising platform.

“Our DSP is agnostic, it is the platform where to buy the necessary inventory to be where the public you are looking for. We want to bring advertisers closer to their audiences both within Amazon and outside of it thanks to our technology”Said Jose Escudero, Head of Sales at Amazon Ads, in statements to Reason.WHY. “With these alliances that are winning are brands, which will be able to impact all their audiences in a much simpler way”

To continue accompanying its integral vision of digital advertising, Amazon has presented new advertising formats, which are committed to outstanding trends in the field of consumption, such as the purchase live; or for new moments of relationship, such as pauses of prime video content or interaction with Alexa.

You can expand information about the new Amazon formats in this article:

These new formats, as well as agreements and technology adoption are an answer, according to José Escudero, to the needs of advertisers. “Where there is a friction point in the day to day of the brands, where they have an obstacle or something to improve, we will be investing and looking for solutions”, He explained to this medium.“Right now our greatest focus is to convert the DSP to the point that makes life easier to a marketing director or a media agency”

Amazon’s entertainment universe

In the Amazon event, he reinforced his commitment to entertainment, both in his offer to consumers and in his commitment to local talent when continuing to generate his own and original content. He celebrated that millions of users recurrently come to their Streaming Twitch and Prime Video Platforms to discover stories and connect with other people around their passions and interests.

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Prime Video News

On the stage Ricardo Carbonero, Managing Director of Prime Video Spain, revealed that his subscription plan with advertising, launched less than two years ago already has a monthly average audience of more than 11 million viewers. 86% of this audience has bought at Amazon and spent 69% more than the rest of the users who do not see prime video, which shows the interconnection of the company’s services.

Moreover, according to company data, Spanish advertisers who promote integrated campaigns, that is, in Prime Video, Twitch and Premium Publishers associated, report 87% more sales income and 33% more visits to their product pages than those advertisers who develop campaigns in a single channel.

Amazon hopes to continue public to its platform working two roads. One of them is, again, strategic alliances. Over the last years, Prime Video, as well as Amazon ADS, has developed a integration roadmap with which it intends to become the content reference platform for all audiences. In this sense, through Prime Video Channels it has integrated the Atresplayer Premium, HBO Max, Dazn, Mediaset, Disney+ or Appletv+ catalogs, accessible to Amazon subscribers for an additional price.

The second route is that of original content production. In the Upfront, the performance, among others, of “my fault”, which has become a youth phenomenon and that with its premiere in 2023 became more English -speaking film more watched in the history of the platform, was highlighted. Its third and last installment will be released on October 16.
Prime video also beat records in 2024 with ‘Apocalypse Z: The beginning of the end’, and hopes to do it again next year with the second part.

In the cinematographic section, the commitment to “Aída y Vuelta”, directed and starring Paco León, the film that will address, years later, the universe of the iconic “Aída” series, which today is among the most viewed in Prime Video. It is expected that with its premiere, which will take place on January 30, the platform attracts new nostalgic adult spectators and new generations that have discovered the series recently thanks to its presence on the platform.

In the territory of the Prime Video series also seeks the adult public through the genre of horror and science fiction with titles such as “Tell your name”, a supernatural fiction with Michelle Jenner; or “Day One”, a dystopian thriller set in Barcelona and starring Iván Massagué. It also bets on the documentary, a booming genre, with “Pelayo, beyond the limit”, which will address the fight against drug trafficking in Colombia.

Instead, the proposal for entertainment programs seems more oriented to captivate the youth audience. Prime video is proposed to do so by hosting its second edition of “Operation Triunfo”, which premiered on September 15; or with “this is not a dating,” led by the comedian Galder Varas. This is the first original dating show of the company, which reflects the will of the platform by attracting new audiences by diversifying formats.

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Brands and their presence on Twitch

Amazon took advantage of the event to value that Twitch is a platform with great possibilities to connect with the audience, especially the youngest, and with a versatility that goes beyond the contents related to gaming. To do this, he resorted to Streamer Perxitaa and the former soccer player and founder of Kosmos, Gerard Piqué. Both reflected on their experience with the Kings League and the evening of the year, two of the events with the greatest audience on the platform and examples of their opportunities for entertainment and advertising.

Dozens of advertisers have been linked to tournaments over the last years. The work done with them allowed Gerard Piqué to contribute a series of tips for those who want to be present on the platform and approach the new generations. “Brands have to be part of the entertainment product itself. Their advertising cannot be something that forces to see, nor of something that the spectators do not want to see. You can’t get dumb”, Commented in his speech at UPFront.“The content has to be organic, natural, credible. If real, any type of brand with any type of activation can be included”

For its part, Perxitaa analyzed the role of brands in the Twitch environment and the perception between their audience. “I think that on Twitch brands are perceived as something natural, because the audience knows that they are helping their creators to continue generating the content they like“, Explained before the audience.”But brands have to understand the environment and that new generations are in other places and look for other things”