Amazon's appearance at Upfronts highlights push beyond digital ads and into traditional media

Amazon is posing a threat to digital ad incumbents Meta and Google, as it attracts billions of dollars in advertising from brands trying to reach its massive consumer base. The company’s presence at this year’s Upfronts events signals its foray into traditional media. Historically, Amazon’s Prime Video and other streamers would be featured at Newfronts, but they made their debut at Upfronts this year. Advertisers are projected to spend $18.8 billion on traditional TV ads during Upfronts, while digital advertising is forecasted to reach about $16.5 billion. Amazon’s ad-supported streaming platforms, including Prime Video, now reach 175 million viewers per month, and the company’s ad revenue rose by 24% in the first quarter to $11.8 billion.