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.
- The company says this will enable users to seamlessly shop during the 15-30 second ad breaks between shows/movies.
- These ads are said to appear even when the video is paused and display facts about the brand that will help users shop better.
Streaming on Prime Video is going to get a little busier as Amazon announced on Tuesday (May 7) that it will be adding three interactive and shoppable ad formats to its streaming platform on living room devices.
Prime Video will now receive an expanded range of interactive and shoppable ad formats, including remote-enabled capabilities for living room devices that are a step ahead of the usual QR code that appears in an ad, the company said.
Brands will now be able to run shoppable carousel ads to help viewers browse and shop different variations of products on Amazon during ad breaks in Prime Video shows and movies. Brands can also use interactive pause ads and brand trivia ads in Prime Video TV shows, movies, and live sports.
These interactive ads are said to appear in three distinct forms during ad breaks or when the video is paused.
- Shoppable Carousel Ads: The brands offer a sliding assortment of their products that customers can explore on Amazon and add to their cart using most living room remote controls. Viewers can pause these ads to browse products.
- Interactive pop-up ads: These items appear when viewers pause the show or movie they’re streaming. A transparent ad displaying brand messages and images, along with “Add to cart” and “Learn more”, will create an overlay on the screen, replacing the usual pause screen containing information about the show/movie – these ads will appear even after The ad breaks and disappears when the video resumes.
- Interactive brand trivia ads: These provide facts about a particular brand, giving users the opportunity to shop on Amazon, learn more about services and products, and even earn rewards. Customers can use the remote in their living room to add a product to their cart, request information via email, and claim rewards such as Amazon shopping credits when purchasing qualifying items.
Amazon research indicates that interactive ads are most effective in boosting engagement rates and increasing product sales, allowing viewers to add items to their cart while watching a show/movie.
“We’re developing innovative experiences to help brands better engage with customers as we transform streaming,” said Alan Moss, vice president of global ad sales at Amazon Ads.
“Ads on Prime Video provide an unparalleled experience for advertisers to achieve any full-funnel marketing goal – whether that’s awareness, interest or conversion,” Moss added.
Amazon CEO Andy Jassy noted during the company’s Q1 2024 earnings call that the company’s efforts to bring advertising to Prime Video were off to a good start and that advertisers “were excited about being able to expand their ability to advertise with us.” [with] video” beyond previous offers.
Is this a good move for users?
Many people find ads on streaming platforms frustrating, and paying the extra $2.99 on top of their Prime Video or Amazon Prime subscription isn’t something everyone would willingly do to get rid of ads. Instead, viewers agonizingly wait for the 15-30 second ads to end. Imagine an extra layer of interactive ads to direct your attention away.
However, the downside is that Amazon appears to be looking to increase revenue with these new ads, and it remains to be seen how viewers will react. Will they find these ads truly engaging, or will they get more frustrated and consider switching to an ad-free streaming platform?
Amazon is not the only platform that has introduced interactive ads. Since 2022, they have done just that Appeared frequently On Hulu, Max, and Peacock, customers weren’t interested in these changes.
Kara Mannatt of Magna Media & Advertising Group He told Variety Last year, “Having a bad experience or having too much ad clutter erodes the impact of ads and is really bad for users.” Manat said research found that customers also changed their behavior due to these ads and canceled their subscriptions to the streaming service.
Amazon Ads debuted interactive video ads in 2021 on services like IMDb TV on Fire TV devices and has continued to expand the format across most of its streaming TV lineup, including shows, movies, and live sports on Prime Video, Twitch, and Fire TV Channels. And third-party TV streaming apps.
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