Amazon Recruits Disney Exec Helfand To Lead Ad-Supported Launch
Amazon has tapped Jeremy Helfand, a former Disney executive, to spearhead its upcoming ad-supported streaming platform. Helfand, who joined Amazon as vice president and head of advertising for Prime Video, brings extensive experience in the streaming industry, having previously held key positions at Hulu and Disney.
With the news strategically timed to coincide with the CES event in Las Vegas, where major streamers are vying for attention and ad dollars, Amazon is making a bold move to assert its position in the competitive streaming landscape.
Helfand’s appointment comes just ahead of Amazon’s highly anticipated launch of its ad-supported model on January 29. The new offering will introduce ads into the video content of existing standalone Prime Video subscribers and Amazon Prime members, unless they choose to pay an additional $3 per month to maintain an ad-free experience.
As ad-supported streaming becomes an increasingly lucrative market, Amazon aims to leverage its massive viewer base and capture a significant share of the advertising revenue. In the third quarter of last year, the company reported $12.1 billion in ad revenue from web display and search advertising, accounting for 8.5% of its total revenue for the period.
Bank of America analyst Justin Post estimates that Amazon’s foray into Prime Video advertising could generate an additional $3 billion in revenue by 2024, along with an extra $1.8 billion in fees paid by consumers who opt out of ads.
Helfand, known for his innovative ad formats such as pause ads, is expected to drive the development of groundbreaking ad experiences at Amazon. The company has already showcased its vision during the Black Friday Football game, which featured interactive and shoppable ads that garnered significant viewer engagement.
Notably, Disney, which acquired full ownership of Hulu, also ventured into the ad-supported streaming space with its bundled offering of Hulu, Disney+, and ESPN+. Helfand’s move from Disney to Amazon underscores the increasing demand for seasoned streaming ad sales talent among major players within the industry.
As the streaming wars intensify, Amazon’s strategic hire demonstrates its commitment to strengthening its position in the ad-supported streaming market. By leveraging Helfand’s expertise and pioneering ad formats, Amazon aims to provide a compelling and innovative advertising experience for its viewers.
As streaming services continue to evolve and expand their offerings, industry professionals like Helfand will play a pivotal role in shaping the future of streaming advertising. With the launch of its ad-supported model on the horizon, all eyes are on Amazon to see how it carves its niche in the rapidly changing streaming landscape.
In a constantly evolving industry, Amazon’s move to recruit top talent underscores its determination to lead the way in the ad-supported streaming revolution. As competition intensifies, the streaming giant is poised to disrupt the market and redefine the streaming advertising experience for millions of viewers worldwide.
