The social media marketing event you adore is making its way to NYC on May 12–14! Sign up for Social Media Week before December 16 to secure early registration prices and cut 50% off your admission. In just its second year of staging the NFL Black Friday game, Amazon has successfully maintained its offensive strategy […]
The social media marketing event you adore is making its way to NYC on May 12–14! Sign up for Social Media Week before December 16 to secure early registration prices and cut 50% off your admission.
In just its second year of staging the NFL Black Friday game, Amazon has successfully maintained its offensive strategy and progressed further.
Attracting 13.51 million viewers to witness the Kansas City Chiefs narrowly defeat the Las Vegas Raiders 19-17—and seeing a 41% rise from the approximately 9 million who tuned in for the New York Jets and Miami Dolphins match last year—Amazon created opportunities for Black Friday brands in 2024. Advertisers were pleased, with 30% more brands presenting interactive ads on the company’s Prime Video stream compared to 2023.
Mazda participated in Amazon’s Black Friday pre-kick show, Uber Eats managed the kickoff, and Amazon’s roster of advertisers grew to include Google Pixel, Solo Stove, Ralph Lauren Fragrances, and Microsoft. Over 40% of the advertisers were first-time participants in the Black Friday event, and 20% launched ads specifically aimed at the occasion.
Fans were supportive.
The surge of new holiday viewership translated into clicks, as interaction with interactive ads rose by 10% from the previous year, according to Amazon’s click/scan metrics.
“Prime Video’s engaged audience was eager to connect with our Black Friday advertisers through clicks, scans, and searches, yielding our highest customer engagement ever,” said Danielle Carney, head of live sports and video sales for Amazon Ads.
This also proved educational for Amazon, which identified significant changes in how fans viewed and purchased during the game year over year. Its data indicated that interactive ads were 11 times more successful in captivating fans’ interest than QR codes shown during the Black Friday game.
Amazon additionally observed that brands which aimed interactive ads at specific demographics achieved 200% greater search rates on Google compared to brands that did not use interactive ads or audience-centric creative. Lastly, Google data from television analytics firm EDO showed that viewers of Amazon’s Black Friday game were over 51% more inclined to search for the brands and products promoted during that day’s match than viewers of ads aired during NFL Thanksgiving games.
“The Black Friday game is altering consumer patterns for both fans and advertisers as a new sports holiday coincides with one of the biggest shopping days,” Carney remarked.
