Amazon’s New Fire TV Adds Alexa, Takes On Apple TV

What Happened
Earlier today, Amazon unveiled its answer to the new Apple TV – a souped-up Fire TV box equipped with support for 4K videos and digital assistant Alexa, recently freed from Echo. The addition of Alexa will bring its voice-enabled remote control to Fire TV, as well as powering some content searches on the TV. Last week, Apple unveiled the new Apple TV with Siri integration and an App Store.

What Brands Should Do
Previously, brands can get their content onto Fire TV through its app store, and the addition of Alexa spells more opportunity for brand integrations. Presumably, Amazon will soon allow Alexa to help users reorder items through Fire TV. For more information on how brands and content owners can make use of the new generation of set top boxes, click here to read our in-depth Fast Forward analysis on the new Apple TV.

The Lab has extensive experience working with brands to reach their audiences in the OTT and digital video space. Earlier this year, we led our parent company Interpublic Group to invest in Samba TV, a startup that specializes in advanced real-time TV analytics and cross device retargeting. Using Samba’s tools, the Lab can develop a second-screen retargeting campaign to reach audiences on ad-free OTT services. To learn more about how to reach your audience on advanced TV, contact our Engagement Director Samantha Holland ([email protected]) and schedule a visit to the Lab.


Source: The Verge