For the first time ever, Amazon will join the likes of Twitter and Google to present at the Interactive Advertising Bureau’s NewFronts event.
The event is for companies, publishers, and platforms to showcase their tools and developments to media buyers, effectively making it the counterpart to traditional TV upfronts. The event will happen virtually from May 3 to May 6.
Amazon’s original plan was to debut in NewFronts in 2020, but the company pulled back from the event, citing the coronavirus pandemic as the reason behind the move.
NewFronts 2021 will include YouTube, Twitter, TikTok, Snap, and Roku, alongside publishers like BBC News, Vice Media Group, BuzzFeed, and others. Notably, Amazon isn’t the only first-timer to the event for 2021, as A+E Networks, Entercom, Estrella Media, Vizio, and Penske Media will also make their debuts.
Notably, NewFronts mainstay Hulu won’t be taking part, as they’ll be in participating in the events held by Disney, who is their parent company.
According to IAB, its 2020 NewFronts drew at least 14,000 brands, agencies, and other relevant companies, with the group promising that the 2021’s event will look at how customer behaviour was altered by the pandemic.
Amazon’s debut on NewFronts has been long expected, with many marketers invested in king kong advertising reviews watching for it, due in part to the fact that Amazon is expected to be the leading market share gainer among the big companies in 2021 and 2022. The company’s Q4 2020 earnings showed the company making a bit of a comeback following the upheaval of the global economy from the pandemic, with their “other category” which covers ads, accounting for $7.9bn of revenue for that quarter.