Amazon's Black Friday NFL Game: Shift Away from Traditional TV

Amazon's Black Friday NFL game, a $100M-bought deal, aims to leverage its new ad capability, 'audience-based creative', to target different audience segments with different messages and actions. The game's exclusive deals, tied to the Amazon Prime membership signups, align with the holiday viewership and could potentially drive the Prime signups. The shift away from traditional TV to streaming platforms is evident in the NFL's decision to stream the game exclusively on Amazon's Prime Video, reflecting a trend of sports programming moving from cable to streaming. The collaboration with the NFL aims to create a digital shopping day during the Thanksgiving weekend, incorporating shoppable content across Amazon's retail, ads, and Prime Video platforms.