Amazon has announced plans to introduce three new interactive ad formats on Prime Video, designed to encourage subscribers to shop on Amazon while enjoying their favorite shows and movies. This move marks a shift from the platform’s traditionally ad-free model to a more advertising-friendly approach, similar to what Netflix and other streaming services have done recently.
New Ad Formats to Be Introduced on Prime Video
Amazon’s new ad formats aim to make the viewing experience more interactive, with advertisements that appear during content pauses and even after other ads have played. The ads will encourage viewers to explore products on Amazon and potentially make purchases. While these formats are set to appear on “living room devices,” Amazon hasn’t provided specific details, but it likely includes televisions, game consoles, and other similar devices. It’s unclear whether these ads will extend to mobile devices.
Interactive Carousel Ads and Pause-Triggered Ads
The first format, known as “carousel,” will showcase different Amazon products in a swipeable format. Viewers can pause the carousel to explore products and even add them to their shopping carts. This format is designed to engage users and make the shopping experience feel more seamless within the context of a streaming platform.
The second format, “interactive pause ads,” will appear when viewers pause content. These ads offer interactive options, allowing users to add products to their shopping carts or learn more about them directly from the screen. These ads could also appear even after other ads have played, providing additional opportunities for viewers to interact with Amazon’s product offerings.
The third format will focus on providing brand information, encouraging users to shop on Amazon by highlighting different products and brands.
What This Means for Prime Video Users
Amazon has not specified when these new ad formats will be rolled out but indicated that it would happen during the “next broadcast year.” Given that this period usually starts after August 31, it’s possible that the new ad formats will be introduced as early as September.
Conclusion
The addition of interactive ads to Prime Video could change how viewers interact with streaming content, blurring the lines between entertainment and online shopping. While this approach offers new opportunities for advertisers and potentially more revenue for Amazon, it may also impact the viewing experience for users who prefer an ad-free environment. As Amazon develops these new formats, it will be interesting to see how viewers respond to this evolving streaming landscape.
