Amazon Strikes 3-Year Streaming Ad Pact With IPG Mediabrands

variety.com:

Brian Steinberg Senior TV Editor Starting next year, major marketers such as Geico or General Mills could find themselves running commercials alongside popular Amazon programs like “The Marvelous Mrs.

Maisel” or “Jack Ryan” that were previously untouched by advertising. Amazon’s ad-sales unit has struck a three-year deal with Interpublic Group‘s Mediabrands, which manages and helps to invest more than $47 billion in marketing investment around the world, to place its clients’ commercials on Amazon Prime Video next year when the service is slated to include commercials.

Interpublic is the first of the industry’s big advertising holding companies to reveal a partnership with Amazon on its new plan, which is expected to send more of Madison Avenue’s overall dollars to support streaming-video content. “Amazon’s latest offering brings a first-to-market opportunity for our clients to reach consumers at the category level in a comprehensive, scalable way – from culture and content to commerce and shoppable experiences,” said Eileen Kiernan, Global CEO of IPG Mediabrands. “We are excited to play a role in this game-changing addition to the streaming TV marketplace and serve as Amazon’s anchor partner as they bring Prime Video ads to life.” Mediabrands represents advertisers including the aforementioned insurance and packaged-goods giants, as well as New Balance, Constellation Brands and Carnival Cruises, among others.

Amazon said in September that Prime Video, one of the last mainstream streaming services to avoid the injection of regular commercial breaks into its movies and shows, would start to include them early next year.