CANNES, FRANCE — An expanded advertising relationship with Amazon Ads has been inked by the leading audio content creation and distribution company in the U.S., serving as a local reseller of its audio and video inventory.
This builds a bigger bridge between iHeartMedia and a “Big Tech” company broadcasters and the NAB are fighting on Capitol Hill, in the name of greater deregulation of FCC ownership rules.
With the new deal, advertisers get what iHeartMedia calls “a simplified approach to activating campaigns across Amazon Ads’ audio and video inventory while also tapping into iHeartMedia’s creative production, strategic sales consultation and integrated marketing capabilities.” This includes Prime Video, Twitch, Amazon Music, Fire TV and Alexa.
Additionally, iHeartMedia customers can now benefit from the Amazon DSP, including Amazon’s shopping, browsing and streaming signals across iHeart’s owned-and-operated digital inventory both locally and nationally. This includes digital, audio, podcasts and creator-led content, “creating a more unified path for advertisers to activate multi-platform campaigns at scale.”
As iHeartMedia sees it, “Incorporating Amazon’s authenticated signals into iHeartMedia’s premium inventory allows advertisers to access solutions supported by real shopping insights. These signals help improve relevance and performance across campaigns for enhanced audience planning, targeting, and measurement, all while creating flexible, integrated programs designed to deliver both scale and precision.”
As Lisa Coffey, Chief Business Officer for iHeartMedia, sees it, “By combining Amazon Ads’ shopping insights and advertising technology with iHeart’s audio leadership, we’re creating a more seamless, data-informed way for brands to create more effective campaigns across sound and sight.”
