{"id":135019,"date":"2026-07-13T15:51:50","date_gmt":"2026-07-13T15:51:50","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/07\/13\/when-streaming-tv-integrations-dont-feel-like-ads\/"},"modified":"2026-07-13T15:53:30","modified_gmt":"2026-07-13T15:53:30","slug":"when-streaming-tv-integrations-dont-feel-like-ads","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/07\/13\/when-streaming-tv-integrations-dont-feel-like-ads\/","title":{"rendered":"When Streaming TV Integrations Don’t Feel Like Ads"},"content":{"rendered":"

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This submit was created in partnership with Amazon Advertisements and Tinuiti<\/strong><\/em>.<\/strong><\/p>\n

Key Takeaways<\/strong><\/h4>\n

\u2022 Streaming TV will help manufacturers faucet right into a present\u2019s built-in fandom, however provided that executed authentically.\u00a0<\/p>\n

\u2022 Amazon\u2019s Liquid I.V. integration into Off Campus reveals how a deep, multi-touchpoint partnership can play out IRL.\u00a0<\/p>\n

\u2022 Sony\u2019s Thursday Evening Soccer marketing campaign outperformed gross sales projections, illustrating how dwell sports activities can drive outcomes.<\/p>\n

Streaming TV is giving manufacturers entry to new belongings that have been by no means obtainable in linear: logged-in audiences, mountains of information, and interactive capabilities that convey viewers nearer to their favorites.\u00a0<\/p>\n

Throughout an ADWEEK Home Cannes Lions panel session, leaders from Amazon Advertisements and Tinuiti mentioned how streaming creates alternatives for manufacturers to weave themselves into TV reveals and dwell occasions that audiences love.\u00a0<\/p>\n

\u2018Borrow fairness\u2019<\/strong><\/h4>\n

Tinuiti President Jeremy Cornfeldt stated that streaming, with its authenticated audiences paired with commerce knowledge from a accomplice like Amazon, will help manufacturers perceive shopper habits and receptivity. These insights will help them reply a key query: Do you’ve a proper to win right here?<\/p>\n

\u201cAre there enlargement audiences in these locations the place you need to go and discover and see should you can pull in new folks into your model, your product, or your service?\u201d he stated.\u00a0<\/p>\n

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(L-R) Amazon Advertisements\u2019 Jenny Burke, Tinuiti\u2019s Jeremy Cornfeldt, ADWEEK\u2019s Will Lee<\/span><\/figcaption><\/figure>\n

In that case, then streaming TV gives a chance to \u201cborrow fairness,\u201d he stated. If executed seamlessly, an integration with a well-liked present can elevate the fairness of the model.\u00a0<\/p>\n

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\u201cThat may actually begin to drive that model salience, model choice, and transfer you into the consideration set in a approach that you just in all probability wouldn\u2019t be capable of do from simply normal promoting,\u201d he stated<\/p>\n

Kate McCagg, who leads Amazon\u2019s Model Innovation Lab, stated the strongest model integrations come from a \u201cshared DNA\u201d between the consumer and the present.\u00a0<\/p>\n

\u201cWe will inform a narrative collectively that we each have a proper to inform, and it lands much more believably with folks once they see it,\u201d she stated.\u00a0<\/p>\n

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(L-R) Amazon Advertisements\u2019 Jenny Burke; Tinuiti\u2019s Jeremy Cornfeldt; ADWEEK\u2019s Will Lee; Amazon Advertisements\u2019 Kate McCagg<\/span><\/figcaption><\/figure>\n

Contained in the Off Campus playbook<\/strong><\/h4>\n

The panel\u2019s marquee instance was Amazon\u2019s integration of Liquid I.V. into Off Campus, a university hockey romance collection streaming solely on Amazon Prime Video.\u00a0<\/p>\n

Jenny Burke, director of worldwide video technique and go-to-market at Amazon Advertisements, defined that the seed was planted when Liquid I.V.\u2019s crew linked with Amazon Advertisements finally yr\u2019s Cannes Lions Pageant of Creativity.\u00a0<\/p>\n

The partnership led to a number of bespoke integrations all through the present. For instance, one of many lead characters is a university athlete who has an title, picture, likeness (NIL) cope with Liquid I.V.<\/p>\n

\u201cThere\u2019s signage within the hockey rink and merchandise as effectively, so there\u2019s numerous integration that feels very natural to the storyline,\u201d Burke stated.\u00a0<\/p>\n

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(L-R) Amazon Advertisements\u2019 Jenny Burke, Tinuiti\u2019s Jeremy Cornfeldt<\/span><\/figcaption><\/figure>\n

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The companions created a customized 30-second spot for Liquid I.V. that includes the present\u2019s two leads in character. Amazon additionally layered shoppable advert codecs throughout its platform, and hosted experiential activations with creators and influencers to make the mixing go viral on social.\u00a0<\/p>\n

\u201cThe weather listed here are actually soup-to-nuts, and it took us about 12 months to get there, however we\u2019re actually enthusiastic about doing extra,\u201d Burke stated.<\/p>\n

Stay sports activities, similar ideas<\/strong><\/h4>\n

Figuring out your viewers issues simply as a lot in dwell sports activities.<\/p>\n

When Tinuiti labored with Sony Electronics on a headphones marketing campaign working on Amazon throughout Thursday Evening Soccer, it anticipated to see roughly 40% of gross sales attributed to the marketing campaign.\u00a0<\/p>\n

\u201cHowever we received 65% of our gross sales attributed to the marketing campaign, which was nice, however then we needed to maintain it,\u201d Cornfeldt stated.<\/p>\n

Cornfeldt harassed the significance of sustaining momentum and fascinated with metrics past rapid gross sales.\u00a0<\/p>\n

\u201cAt any given second, solely 5% of your viewers is able to purchase,\u201d he stated. \u201cIt doesn\u2019t matter what your product is. It\u2019s solely 5%, so you continue to have to speak to the opposite 95%.\u201d<\/p>\n

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ADWEEK\u2019s Will Lee<\/span><\/figcaption><\/figure>\n

ADWEEK CEO Will Lee closed the panel by tying the dialog again to accountability and maintaining the CFO joyful.\u00a0<\/p>\n

\u201cThat is all about defending in opposition to the \u2018C-F-No,\u2019\u201d Lee stated.<\/p>\n

Featured Dialog Leaders<\/strong><\/p>\n<\/div>\n