Advertisers will be able to buy streaming ads programmatically across Premier Sports’ app.
Amazon Ads is giving advertisers access to Premier Sports’ streaming ad inventory across the app and Prime Video channel through its DSP.
The integration, announced today, will allow brands to reach UK audiences across Premier Sports’ portfolio, which includes LaLiga, Scottish Premisership, Scottish Cup and Premier Sports Cup, Coppa Italia, Investec Champions Cup, URC, ice hockey and motorsport coverage.
Advertisers can buy streaming ads programmatically via its DSP for Prime Video and Premier Sports app across smart TVs, mobile, tablet, desktop, connected devices for live events as well as on-demand and highlights packages.
A separate Premier Sports streaming inventory is also available via STV Player.
The collaboration comes ahead of a packed events schedule and brings together Premier Sport’s viewers with trillions of shopping, streaming and browsing signals across Amazon, enabling brands to reach audiences at scale.
Upcoming coverage includes Celtic versus Rangers Premier Sports Cup semi-final on November 2; Real Madrid take on Barcelona for the title in LaLiga; and all 63 Investec Champions Cup games, including 19 live matches, which kicks off on 5 December.
Chris Conetta, director of omnichannel supply for Amazon DSP, said: “This new integration with Premier Sports will enable advertisers to reach more live sport audiences across multiple streaming services and channels through Amazon DSP.
“Brands can now incorporate more premium sports into their broader media strategies alongside UEFA Champions League and NBA on Prime Video, to deliver more comprehensive, high-impact campaigns.”
The move comes as Amazon expands its foothold in live sports coverage on Prime Video, which currently includes the UEFA Champions League, NBA, WBA and the NFL.
It coincides with the e-commerce giant’s added campaign measurement capabilities, announced in September, from third-party tools such as Dynata, Lumen and Audience Project.
Richard Sweeney, CEO of Premier Sports, added: “We’re delighted that Premier Sports is now available to advertisers through Amazon Ads, creating new opportunities for brands to engage with highly passionate and loyal sports audiences.
“With premium live content including the biggest matches from LALIGA and Scottish football, as well as every game live from the Investec Champions Cup and United Rugby Championship, Premier Sports offers advertisers a powerful way to reach fans at scale.”
