Amazon Prime Video Introduces New Interactive Ad Formats
What You Need To Know
- Amazon Ads will roll out three new interactive ads for Amazon Prime Video on TVs and other living room devices.
- These ads will enable users to seamlessly shop during the 15-30-second ad breaks between their shows/movies.
- Even when a video is paused, these ads will pop up and showcase brand facts to help users shop better.
Amazon announced on Tuesday (May 7) that it will add three new interactive and shoppable ad formats to its streaming platform on living room devices. Prime Video will now receive an expanded suite of interactive and shoppable ad formats, including remote-enabled capabilities for living room devices that go beyond the usual QR code. Brands will be able to showcase shoppable carousel ads to help viewers browse and shop multiple product variations on Amazon during ad breaks. Interactive pause and brand trivia ads will also be available in Prime Video TV shows, movies, and live sports.
Is This a Good Move for Users?
While some viewers might find ads on streaming platforms frustrating, Amazon aims to enhance user engagement and boost revenue through these new interactive ad formats. However, the response of viewers remains to be seen. Interactive ads have already been introduced by other platforms like Hulu, Max, and Peacock, and have not been well received. Advertisers will now have opportunities to deliver exceptional ad experiences tailored to their full-funnel marketing objectives.
Amazon CEO Andy Jassy expressed enthusiasm during the company’s Q1 2024 earnings call, stating that advertisers are excited about the expanded advertising opportunities through Prime Video.
Amazon Ads first introduced interactive video ads in 2021 and has continued to expand the format across most of its streaming TV portfolio, including shows, movies, and live sports on Prime Video, Twitch, Fire TV Channels, and third-party streaming TV apps.
