McDevitt said Black Friday’s game was “definitely a different audience,” adding that viewers averaged 85 minutes, up 3% from TNF engagement.
“We learned a lot from that, a lot of observation about where brands can win and how we can best serve our viewers and customers,” McDevitt said. “I think we’ll continue to iterate on that should the Black Friday game return, or even an average TNF game.”
Expanding the field of ad opportunities
Looking ahead to 2024, Prime Video will be expanding IVA clickable experiences beyond Fire TV, allowing viewers to add products directly to their Amazon cart from the broadcast.
The company’s other main advertising experience, audience-based creative, allows Amazon’s advertising partners to tailor custom creative to certain audiences, and the company said the brand partnership team doubled creative output this year. Advertisers that used the product also saw a 17% higher search engagement rate over standard advertisers, according to Amazon.
Next season, the company will be expanding segmenting capabilities and the ability to exclude audiences.
“I think [this year was] just the perfect storm of growth in the audience, great ad products and then we’re helping as well to be here at the ready for brands who want to build custom creative and tell a deeper story,” McDevitt said.
Prime Video will also take its learnings from TNF into other live sports opportunities, including the launch of the NWSL in 2024 and NASCAR in 2025.
“We are very excited about continuing to grow not only our portfolio but also champion women’s sports on the Prime Video side,” McDevitt said. “We have had a lot of interest from a number of brands who have raised their hand and said we want to know what Prime Video is going to do with the NWSL and we want to get involved.”
