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Many industries have a flagship event each year: for Hollywood, it鈥檚 the Oscars; for sports, it鈥檚 the playoffs or championships. For most brands, this pivotal time occurs in the fourth quarter. Given that this period is critical for brands, it follows that it is equally significant for retailers striving to capture consumer attention and drive sales.

The company underdelivered on its first year of streaming football, but 2023 results have been positive and the inevitable flow of sports viewership from linear TV to streaming will yield higher results for Amazon over time. A duopoly threat: With US ad growth set to outpace the ad duopoly, Google and Meta are paying special attention to Amazon.

The company鈥檚 focus on expanding its ad offerings, partnering with top sports leagues, and expanding agency partnerships has significantly boosted ad revenues, which grew 41% in Q2. As Reddit refines its search capabilities and explores AI-driven search enhancements, it's poised to further increase user engagement.

For example, Bar TV ad startup Taiv鈥檚 costs per thousand (CPMs) are around $15, which is half what advertisers often pay for live sports, according to AdExchanger. There鈥檚 high potential for contextual advertising. For example, ads served in a sports bar during a Lions game might feature Great Lakes tourism, alcohol, or local car dealerships.

The company has put other tentpoles in place for its ads business: Earlier this year, Netflix signed a $5 billion deal to become the new home for World Wrestling Entertainment (WWE) for the next five-to-10 years, putting a valuable sports rights contract in Netflix鈥檚 arsenal.

This week, Disney鈥檚 EMEA division announced several new UK unscripted original titles for Disney+, including documentaries on sports brands, music, and fashion, with a focus on A-list collaborations. Warner Bros.

鈥淲e're back doing what we do best, creating impactful storytelling, and ultimately, brand distinction in 蝉辫辞谤迟.鈥�. For Nike, this means leveraging summer events like the Olympics by showcasing new products in Paris and historically underrepresented sports like women鈥檚 basketball by signing WNBA rookie Caitlin Clark.

Amazon sells ads for live sports that appear on Prime Video, and ad-supported Freevee content is also available within the Prime Video app. Grasping where new inventory is and isn鈥檛 being unlocked will be important for media planners. Some Prime Video viewing will remain ad-free.

Despite year-after-year ratings declines for the award show, it still ranks among the most-viewed non-sports TV broadcasts and is an important event for broadcaster ABC鈥檚 parent company Disney.

Pluto TV has sports and crime and drama and comedy. There's kind of everything, all types of programming are on there. A niche service tends to focus on one type of programming, like only anime is on Crunchyroll, only horror is on Shudder. Gotham Sports only has New York regional sports networks. So it's like all one thing, going hard on that one thing.

Taiwan鈥檚 Industrial Technology Research Institute showed off sports and fitness technologies. iSportWeaR is a wearable device that provides health analysis during exercise. Digital Twin for Sport Guidance with Vital Sign Sensing is a virtual coach for indoor bike and flywheel training.

But it also focused its remaining ad spend on sports programming, commanding 23% of insurance ad impressions on ESPN. By contrast, Progressive鈥檚 ad spending stayed well above its competitors鈥�, and it rose to become the most-seen insurance brand on TV over this time鈥攊ncreasing its share of ad impressions to 22.36%. Next steps: We expect insurers鈥� advertising spend to rise throughout 2024.

It signals a pivotal shift in streaming, blending premium content and live sports with targeted advertising, marrying the appeal of traditional TV with the precision of digital marketing.

On鈥檚 strong brand positioning, loyal customer base, and strategic partnerships with sports luminaries like Roger Federer and Iga 艢wiatek will enable it to maintain its momentum.

The new sports bundle from Disney, Fox, and Warner Bros. Discovery is a prime example. Platforms need to prepare for Apple and Amazon鈥檚 potential next move in sports, and they鈥檙e seeking partnerships to compete, said Zucker. 鈥淭he fact that competitors are becoming collaborators really tells you where the fight is evolving.鈥�.

Instead, ESPN+ gives you access to some sports like hockey, baseball, UFC, some international soccer, as well as sports documentaries and other shows as well. ESPN channel is ESPN the channel that you are used to seeing. But Max, ESPN to offer its channel as a standalone streaming service, what's the point? Max Willens:.

Meanwhile, displays in sports drinks and juice categories are on the rise. Retailers should place displays where they will go the furthest, such as in aisles and departments that are shopped during quick trips, where impulse buying is likely.

Academy Sports & Outdoors is taking a three-pronged approach centered on value, assortment, and experience. The retailer is timing its promotions to coincide with occasions like July 4th and the back-to-school season, stocking up on popular products like Nike shoes, Uggs, and pickleball equipment, as well as rolling out a loyalty program to offer perks to repeat customers.

Nonetheless, advertisers should pay attention as intrinsic ads, which appear in games themselves, and programmatic ads increase and as e-sports and other forms of gaming video content take off on YouTube and Twitch. Use this chart:. Evaluate gaming ad spend. More like this:. Why advertisers need to keep up with consumer changes in streaming, social search, and gaming.

It expects blue makeup, combat sports, and 鈥渟lowcations鈥� will become favorites among Gen Z and millennials. The platform made its trends report shoppable this year via a pop-up in New York. Over the past few years, Pinterest has been working to become a shopping destination, rolling out shoppable ad products that are more focused on lower-funnel results for marketers.

And the early successes of creator-founded brands, like Emma Chamberlain鈥檚 coffee and Logan Paul and KSI鈥檚 sports drink Prime, show that creator involvement can also drive sales. What鈥檚 behind the growth in creator-founded brands? Logan Paul and KSI鈥檚 Prime is now one of the fastest-growing sports drink brands, generating over $250 million in sales in its first year.

Without a sports streaming rights deal of its own, Netflix turned to self-branded events to try and build a sports reputation of its own and build its livestreaming capabilities鈥攅fforts that now feel like a try-out to convince a major sports brand to jump on board.

The new sports bundle from ESPN, Warner Bros. Discovery, and Fox exemplifies this trend. It also shows that streamers see Amazon鈥檚 Prime Video and its new ads as a threat. 鈥淐ompetitors are becoming collaborators,鈥� in order to get leverage over Amazon and its sports content, Zucker said. 5. There鈥檚 no 鈥榥ew normal鈥� for advertising.

But I think just to push back a little bit on it, churn is now basically par for the course with streaming and especially with sports, there's more of these services getting to sports. I think they understand that people are going to subscribe on a partial year basis depending on sports seasons.