Prime Video had a new game plan for this year’s Black Friday, and it’s helping advertisers score huge engagement numbers.

Prime Video announced that brands saw increased engagement across its Black Friday sports programming this year, which included an NFL game, a Skins Golf game, and an NBA doubleheader.

Among the highlights, advertisers running interactive video ads across two or more sports properties saw a +24% higher interactivity rate versus advertisers in just a single event, according to Amazon’s first-party engagement data. Additionally, Prime Video noted that its Retail Drop-In ads delivered +39% higher engagement than average interactive video formats.

Looking at its individual sports, Amazon said Black Friday football advertisers had a +15% lift in engagement when using inte

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