In a panel titled “Harnessing the Power of Fandom to Connect Content and Commerce,” Alexis Coronel, Head of U.S. Entertainment and Communications at Amazon Ads, spoke with Andrew Wallenstein. variety Intelligence Platform’s President and Chief Media Analyst talks about how brands can connect with their fans and how that relates to Prime Video’s move to ad-supported services.
“Once you capture a fan’s interest, they expect you to continue to foster that connection,” Coronel explained to the crowd.
To illustrate his point, Coronel looked to the poor sales of toys from the 2018 blockbuster “Jurassic World” series. Despite the massive box office success, there were no toy sales in his first two weeks after the film’s release. She gave two reasons for this. One, the toy wasn’t ready due to planning challenges, and two, there was no joint marketing effort. Since then, she said, she has prioritized collaboration in all her marketing efforts.
“Anyone exposed to a product or content surrounding a single brand, character or franchise, ask them to come to the table and have a collective conversation,” she said.
Digging into recent survey data conducted by Harris Insights & Analytics, Coronel said fans attend an average of 10 series, while fans with families attend an average of 12 series. I did. The family fan base is even larger because it includes the interests of other family members. “Customers will reward the brands and fans they love,” she says.
Coronel turned to the news that Prime Video will become an ad-supported service, revealing that Amazon expects to deliver 115 million unique viewers to its U.S. advertiser community.
“Unless you opt out, you will begin to enjoy what we believe will be a highly engaging ad experience within Prime Video,” she said.
For example, viewers of Prime Video’s Tuesday Night Football receive differentiated messages based on their applicable customer segment.
“Perhaps this is a retention for current subscribers, maybe a redemption message for those we just lost, and perhaps a more branding exploratory proposition for those not yet involved. Maybe,” Coronel said.
