This post was created in partnership with Amazon Ads and Tinuiti.
Key Takeaways
• Streaming TV can help brands tap into a show’s built-in fandom, but only if done authentically.
• Amazon’s Liquid I.V. integration into Off Campus shows how a deep, multi-touchpoint partnership can play out IRL.
• Sony’s Thursday Night Football campaign outperformed sales projections, illustrating how live sports can drive outcomes.
Streaming TV is giving brands access to new assets that were never available in linear: logged-in audiences, mountains of data, and interactive capabilities that bring viewers closer to their favorites.
During an ADWEEK House Cannes Lions panel session, leaders from Amazon Ads and Tinuiti discussed how streaming creates opportunities for brands to weave themselves into TV shows and live events that audiences love.
‘Borrow equity’
Tinuiti President Jeremy Cornfeldt said that streaming, with its authenticated audiences paired with commerce data from a partner like Amazon, can help brands understand consumer behavior and receptivity. These insights can help them answer a key question: Do you have a right to win here?
“Are there expansion audiences in these places where you want to go and explore and see if you can pull in new people into your brand, your product, or your service?” he said.
If so, then streaming TV provides an opportunity to “borrow equity,” he said. If done seamlessly, an integration with a popular show can elevate the equity of the brand.
