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Amazon Debuts New Streaming Ads on Prime
May 9, 2024
Amazon will debut new streaming ads on Prime, and it will get harder to ignore them.
Per a press release, the streaming giant has announced three new streaming TV ad formats ahead of its debut upfront presentation on May 14 in New York City. Amazon Ads is debuting new interactive and shoppable ad formats for Prime Video. These formats will make it easier for viewers to connect with brands and shop while enjoying the premium streaming entertainment content they love.
Shoppable carousel ads will now be available to help viewers browse and shop multiple product variations on Amazon during ad breaks in Prime Video shows and movies. According to Amazon, “Brands can also use interactive pause and brand trivia ads in Prime Video TV shows, movies, and live sports.”
Brace Yourself for Interactive Ads on Amazon's Prime Video https://t.co/cxVAIwMpOc
— PCMag (@PCMag) May 8, 2024
This will allow advertisers to use interactive formats across the vast majority of content on Prime Video. Per Amazon research, advertisers who utilize both interactive and non-interactive video ads for their Amazon product listings discovered that interactive ads were more effective in increasing engagement rates throughout the customer shopping experience.
“Amazon Ads continues to reimagine the streaming TV experience with interactive ad formats that are seamlessly shoppable and help advertisers meaningfully connect with customers,” said Alan Moss, vice president of global ad sales for Amazon Ads.
Moss says the company is developing “innovative experiences” to help brands better engage with customers as it works to transform streaming advertising. He concludes that ads in Prime Video provide an “unparalleled experience” for advertisers to deliver on any marketing objective — “whether it’s awareness, consideration, or conversion.”
In 2021, Amazon Ads debuted interactive video ads that utilize TV remotes, and since then, it has progressively extended this format across the majority of its streaming TV collection. This includes various content, such as shows, movies, and live sports available on Prime Video, Fire TV Channels, Twitch, and third-party streaming TV applications.
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