Amazon outstrips Netflix on content marketing spend | Media Analysis | Business
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Amazon Prime Video has surpassed Netflix for the most spending on content advertising by an OTT company for the first half of 2019, with Netflix coming in second and Hulu in third, according to an analysis by Mediaradar.
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In contrast, Netflix was the biggest spender in the first half of 2018, followed by Amazon Prime Video in second place, and Hulu in third.

“While spend amongst these top OTT providers can be volatile based around content releases, it is telling to see Amazon continue to invest in the platform and its original content, further enticing viewers to stay in, or even enter, the ‘Amazon Ecosystem’” said Todd Krizelman, CEO of Mediaradar.

MediaRadar’s analysis found that Amazon Prime Video launched 13 new campaigns for its original content in the first half of 2019. Its largest campaign by spend was for its original show, “Hanna,” which included a full 60-second spot during the 2019 Super Bowl.

“Our recent OTT analysis showed that Amazon Prime Video has shifted to become the biggest OTT spender in the first half of 2019,” shared Krizelman. “It also highlighted that Amazon Prime Video’s jump to number one can in part be attributed to the heavy promotion of its new original content, including increased investment in native advertising. In fact, its native advertising spend rose 5X, year-over-year, when comparing 2018 and 2019.”

MediaRadar compared Amazon Prime Video’s spend in Q1 and Q2 of 2018 to its spend during that same time period in 2019, and discovered that it was the only OTT platform out of the three to increase TV spend year-over-year (+28%), with both Hulu and Netflix cutting back by more than 40%. The platform also increased digital spend by over 300% year-over-year, with large digital campaigns, featuring high CPM buys behind its original shows, such as Good Omens, The Boys and Hanna.

MediaRadar’s deep dive also discovered that in the first half of 2019, Netflix launched 67 new campaigns for its original content. The largest of those campaigns being for its original series, Our Planet?, which saw a 30-second spot during the 2019 Super Bowl.

“Although Netflix’s spend on traditional advertising is down year-over-year, Netflix’s latest shareholder letter showed that its spend for overall marketing remains fairly steady as it experiments with new promotional initiatives, such as a “Stranger Things” game (mobile & console), and brand partnerships with companies such as Coke, Nike, Burger King, Baskin Robbins and Fortnite,” said Krizelman.