Amazon is on track to exceed its internal target of $1.8 billion in upfront video advertising commitments, a person familiar with the financials has confirmed to Deadline.
The strong buy-in from advertisers follows a move last January by Prime Video to start running ads on all film and TV titles in the U.S. and nine other countries, except for subscribers willing to pay extra to avoid ads. The streaming service hosted its first upfront event in New York during the traditional mid-May corridor alongside traditional broadcast network parents and tech rivals Netflix and YouTube. Along with the promotional push and hefty programming budget, the company has also reportedly been willing to price their ad inventory more attractively in order to stimulate demand as it ramps up its sales efforts.
The Information reported earlier Thursday on the upfront results.
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