When Streaming TV Integrations Don’t Feel Like Ads

The partners created a custom 30-second spot for Liquid I.V. featuring the show’s two leads in character. Amazon also layered shoppable ad formats across its platform, and hosted experiential activations with creators and influencers to make the integration go viral on social. 

“The elements here are really soup-to-nuts, and it took us about 12 months to get there, but we’re really excited about doing more,” Burke said.

Live sports, same principles

Knowing your audience matters just as much in live sports.

When Tinuiti worked with Sony Electronics on a headphones campaign running on Amazon during Thursday Night Football, it expected to see roughly 40% of sales attributed to the campaign. 

“But we got 65% of our sales attributed to the campaign, which was great, but then we had to sustain it,” Cornfeldt said.

Cornfeldt stressed the importance of sustaining momentum and thinking about metrics beyond immediate sales. 

“At any given moment, only 5% of your audience is ready to buy,” he said. “It doesn’t matter what your product is. It’s only 5%, so you still have to talk to the other 95%.”

ADWEEK CEO Will Lee closed the panel by tying the conversation back to accountability and keeping the CFO happy. 

“This is all about defending against the ‘C-F-No,’” Lee said.

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