{"id":20820,"date":"2026-10-14T14:16:16","date_gmt":"2026-10-14T18:16:16","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20820"},"modified":"2026-10-14T14:16:17","modified_gmt":"2026-10-14T18:16:17","slug":"ut-amazon-ads","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/ut-amazon-ads\/20820\/","title":{"rendered":"The Other Side of the Screen: Brand-Building through Premium Content"},"content":{"rendered":"<\/p>\n\n\n<p class=\"wp-block-paragraph\">On this panel presented by Amazon Ads, <a href=\"https:\/\/www.linkedin.com\/in\/christofuller?utm_source=chatgpt.com\">Chris Fuller, Director of U.S. Financial and Consumer Services Advertising Sales<\/a> at Amazon Ads, joins <a href=\"https:\/\/www.linkedin.com\/in\/jodiehayes94?utm_source=chatgpt.com\">Jodie Hayes, Vice President of Integrated Investments<\/a> at Havas Media, and <a href=\"https:\/\/www.linkedin.com\/in\/lauren-anderson-6308ab357?utm_source=chatgpt.com\">Lauren Anderson, Head of the U.S. Brand Innovation Lab<\/a> at Amazon Ads to discuss what attention adds to streaming TV planning. Reach and frequency show how often an ad appears, but understanding the content and the audience\u2019s engagement can help brands make more informed investments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this episode of Uncommon Thinking, live at Advertising Week New York 2026, we explore how that thinking translates into creative partnerships and campaign decisions. From Liquid I.V.\u2019s integration with \u201cOff Campus\u201d to Lexus\u2019 musical collaboration with Laufey, the discussion examines how brands can find a natural place in entertainment, measure the response and create their own cultural moments.<\/p>\n\n\n\t\t<div class=\"brand-logos wp-block-advertising-week-brand-logos\">\n\t\t\t\t\t\t\t\t\t<div class=\"container brand-logos__content\">\n\t\t\t\t\t\t\t\t\t<h2\t\t\t\t\t\tclass=\"brand-logos__heading h1 brand-logos__heading--align-center\"\n\t\t\t\t\t\tstyle=\"--aw-iac-underline:#ffeb3b\"\n\t\t\t\t\t>Subscribe &amp; Listen<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__grid has-3-columns\">\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item\">\n\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image-content\">\n\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image\" style=\"background-color:#ffffff\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"brand-logos__item-link\"\n\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/podcasts.apple.com\/us\/podcast\/uncommon-thinking\/id1396207544\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t><img decoding=\"async\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/applepodcasts-badge.3ef14700864f.svg\" alt=\"applepodcasts-badge.3ef14700864f\" \/><\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item\">\n\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image-content\">\n\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image\" style=\"background-color:#ffffff\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"brand-logos__item-link\"\n\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/open.spotify.com\/show\/2C0zWhVRq7iDE2sHsfCdSU\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t><img decoding=\"async\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/05\/spotify-badge.96aadbd23096.svg\" alt=\"spotify-badge.96aadbd23096\" \/><\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\n\n\n<iframe title=\"The Other Side of the Screen: Brand-Building through Premium Content\" allowtransparency=\"true\" height=\"150\" width=\"100%\" style=\"border: none; min-width: min(100%, 430px);height:150px;\" scrolling=\"no\" data-name=\"pb-iframe-player\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=38pz2-1b848d4-pb&#038;from=pb6admin&#038;pbad=0&#038;share=1&#038;download=1&#038;rtl=0&#038;fonts=Arial&#038;skin=1&#038;font-color=auto&#038;logo_link=episode_page&#038;btn-skin=7\" loading=\"lazy\"><\/iframe>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On this panel presented by Amazon Ads, Chris Fuller, Director of U.S. Financial and Consumer Services Advertising Sales at Amazon Ads, joins Jodie Hayes, Vice President of Integrated Investments at Havas Media, and Lauren Anderson, Head of the U.S. Brand Innovation Lab at Amazon Ads to discuss what attention adds to streaming TV planning. Reach and frequency show how often an ad appears, but understanding the content and the audience\u2019s engagement can help brands make more informed investments.<\/p>\n","protected":false},"author":26,"featured_media":20821,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[23,54],"class_list":["post-20820","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-podcast","topics-uncommon-thinking"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Other Side of the Screen: Brand-Building through Premium Content | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/ut-amazon-ads\/20820\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Other Side of the Screen: Brand-Building through Premium Content\" \/>\n<meta property=\"og:description\" content=\"On this panel presented by Amazon Ads, Chris Fuller, Director of U.S. Financial and Consumer Services Advertising Sales at Amazon Ads, joins Jodie Hayes, Vice President of Integrated Investments at Havas Media, and Lauren Anderson, Head of the U.S. Brand Innovation Lab at Amazon Ads to discuss what attention adds to streaming TV planning. Reach and frequency show how often an ad appears, but understanding the content and the audience\u2019s engagement can help brands make more informed investments.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/ut-amazon-ads\/20820\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-14T18:16:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-14T18:16:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/Amazon-Ads-Hero.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"becky\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" 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