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Today, Amazon hosted its first upfront week event. Now, it’s time to assess the Fallout.
Traditionally, the tech and retail media giant held events for advertisers in NewFronts the first week of May. However, with the advent of the company’s Prime Video ad tier, Amazon jumped into upfront week in February, looking to showcase its extended media and streaming offerings, including Prime Video, Prime Video Sports, Twitch, Amazon Music and Freevee, as it competes for traditional TV dollars.
Inside the venue
One of the storylines heading into upfront week was how publishers may pull back on budgets to protect the all-important bottom line. There was no indication of that at Amazon’s upfront week introduction.
The company welcomed attendees into an initial cocktail reception full of breakfast hor devours, a coffee and drinks bar including things like a “Middle Earth Mimosa” for The Rings of Power and a “Bloody Dalton” in honor of Road House.
Beyond the concessions bar, the company decked out a reception room with several activations that nodded to its shows and ad formats.
Activations included a full-sized car promoting Nascar coming to Prime Video in 2025, a Twitch station to showcase how ads would appear on the platform, a Fallout photo station where attendees could take pics next to giant cockroaches, a Road House bar, a space where money rained down to showcase its Mr. Beast partnership and more.
