Content to commerce: Amazon looks to leverage its connection to sale
As the upfronts season rolls on TrinityP3’s Stephen Wright looks at how tech giant Amazon last night worked to leverage their connection to the transaction.
Many in the Amazon crowd had been at the Hordern already for the SBS and Youtube upfronts
Wednesday saw Australia’s adland return once again to the Hordern Pavilion (seriously SBS, Google and Amazon should have got a group rate).
They might have been the third media owner this season to use the venue for their Upfront and the versatility of the Hordern yet again came through. Each of the upfronts in this venue has been clever creating a customised atmosphere and story of its own.
Today’s pitch: Amazon has a powerful ‘end to end’ story and this certainly came through.
The delightful host Nina Oyama — star of Deadloch — kicked off proceedings and was the first to talk about funnels. The audience all nodded as she charmingly acknowledged that she was potentially the only person in the room that had no idea how funnels played a role in the advertising process. According to others who counted, the word “funnels” was mentioned no less than 17 times.
