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Amazon looks to lure brands with new streaming tech integrations

With its second go at the NewFronts, Amazon emphasized how its video offerings are implementing more advanced technology that could benefit advertisers and content creators seeking an enhanced streaming experience. The showcase for brands and media buyers was in-person after being held virtually in 2021 due to COVID-19 precautions.

VPP could be of particular interest, as Prime Video is a major streaming destination but doesn’t support traditional ads. Product placement deals have historically been limited to whatever advertisers had an agreement locked in place prior to shooting. With VPP, brands can insert themselves dynamically into shows even after filming ends, opening greater flexibility.

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