Amazon turns Thursday Night Football into full-funnel ad pitch
Amazon's Thursday Night Football (TNF) has become a key pitch for attracting both endemic and non-endemic advertisers to its broader advertising ecosystem. The platform leverages Prime Video's sports inventory, combined with Amazon's data and targeting capabilities, to offer full-funnel marketing opportunities. Advertisers like Colgate-Palmolive have seen significant success, with retargeting on Amazon's retail platform driving higher purchase rates and brand awareness. Media buyers note that TNF serves as a gateway for brands to increase spending on Amazon's DSP. Endemic brands appreciate the direct connection between ad exposure and sales data, while non-endemics use TNF to test Amazon's capabilities before expanding their media budgets. Amazon's strategy includes promoting multi-sport buys and upper/lower funnel inventory, aiming to raise ad spending ceiling among advertisers.