Amazon doubles its digital advertising spends on originals as February wrapped up

on March 10, 2017 in TV Advertising

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The Drum - KEY FINDINGS:

  • Amazon more than doubled its digital presence over the past two weeks, advertising 18 shows on 75 sites. They focused most on BeFit, a fitness series which ran on 43 sites.
  • Hulu continued its strong television advertising, running ads on 24 networks, predominantly advertising The Path, an original series. The series stars Aaron Paul of Breaking Bad fame.
  • Networks are clearly pushing more in digital, with Motor Trend advertising on 9 sites compared to 2, Carbon TV advertising on 8 sites compared to 2, and SeeSo advertising on 13 sites compared 3 in the first half of the month.
  • The majority of Netflix’s TV spend went to Ultimate Beastmaster, a show where competitors tackle physically demanding obstacle courses. In digital, their focus was on Santa Clarita Diet starring Drew Barrymore.
  • Carbon TV marketed America Harvest and Heatlandia. Motor Trend advertised its new shows Roadkill and RoadKill Garage.

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