Thursday Night Success: How Programmatic Boosts Streaming Success for Amazon Prime Video

Where, When, and Why of Programmatic

Programmatic digital advertising has brought a new way of media planning to the world of out of home! With an impressive 681 million monthly impressions available programmatically, JCDecaux is pairing this new technology with premium audiences in a high-dwell time, captive environment where travelers are more likely to engage with dynamic and contextually relevant content.

Advertisers can leverage features like SOT and dayparting, allowing for precise targeting during specific times of the day, enabling quick activation and deactivation of campaigns. They can also benefit from location optimization to select specific terminals that align with specific traveler behavior, allowing brands to maximize impact by choosing high-traffic areas and data-driven insights. 

In addition, prDOOH advertising streamlines the campaign management process due to its ease of access and automated systems. Having dynamic and creative flexibility is a standout feature of prDOOH so advertisers can easily update their creative assets on the spot. This adaptability enables brands to deliver more relevant and engaging content that resonates with viewers at any moment, not only capturing attention but also fostering a stronger connection with their audience.

Amazon’s Programmatic Strategy Drives Record-Breaking Viewership for TNF

Amazon's programmatic campaign for Thursday Night Football strategically targets sports fans by leveraging user data from its streaming platform and broader Amazon ecosystem. By analyzing viewer preferences and behaviors, Amazon delivers tailored ads across digital channels, ensuring that promotions reach the right audience at optimal times including in the airport environment

In their latest campaign, Amazon strategically scheduled impressions to target specific days, in this case Tuesday, Wednesday, and Thursday. During this period, a heavy-up strategy is employed, increasing ad spend and frequency leading up to the game to build excitement and drive viewer engagement. Tuesday and Wednesday are used to generate awareness, whereas Thursday sees a peek in impressions as the game time approaches. In contrast, Amazon maintains a lower share of time Friday-Monday to sustain brand presence without overwhelming the audience. 

To enhance engagement, Amazon rotates their creative campaigns to maintain contextual relevance, featuring different ads that align with the relevant and upcoming games and players. This dynamic approach ensures that content remains fresh and sparks the interest of sports fans, particularly of the highlighted teams. 

Data shows that Amazon’s advertising strategy has already led TNF on Prime to record-breaking viewership this season. The game’s average viewership topped the TNF 2023 season average of 11.86 million by 23%, registering a peak audience of 18.09 million and achieving an all-time high. The campaigns’ success also extends to the preseason shows, reaching its highest average audience in history with 1.88 million viewers and a 35% increase over last year’s season average of 1.39 million.

Programmatic’s Use Cases Across Industries

prDOOH extends far beyond the entertainment industry. Recently, a diverse range of advertisers have tapped into our extensive inventory and advanced capabilities to promote a wide variety of sectors, including education, banking, and real estate to effectively reach audiences in more dynamic and impactful ways.

TCU is targeting local airports and utilizing prDOOH advertising to engage meaningfully with audiences actively exploring educational opportunities. 

Weichert is leveraging programmatic advertising in DFW where they are recognized as one of the nation’s leading providers of real estate services, to effectively reach potential homebuyers and renters.

With over 42% of Dallas’ population and nearly 45% of Houston’s population identifying as Latino or Hispanic, Wells Fargo and Telemundo have utilized our inventory to showcase their campaigns in Spanish, targeting the substantial Hispanic community in Dallas and Houston.