Amazon announced on Tuesday it's introducing three new ad formats for its streaming service Prime Video.
These new formats aim to seamlessly blend entertainment and shopping, providing viewers with a more engaging and convenient viewing experience.
The three ad formats are:
- Shoppable carousel ads that display sponsor products during commercial breaks, allowing viewers to browse and add items directly to their Amazon carts using their TV remote
- Interactive pause ads that enable a translucent banner to appear when viewers pause what they’re watching, so they can instantly add products to their cart or learn more about the advertised items
- Interactive brand trivia ads that allow brands to share information about themselves or their products, while also offering viewers the opportunity to earn Amazon credits by making select purchases
“Amazon Ads continues to reimagine the streaming TV experience with interactive ad formats that are seamlessly shoppable and help advertisers meaningfully connect with customers,” Amazon Ads VP of Global Ad Sales Alan Moss said in a press release.
Attracting Advertisers Ahead of the Upfront
Amazon announced the launch of these interactive and shoppable ad formats ahead of the tech giant’s first upfront presentation on May 14, hoping to attract more advertisers to Prime Video.
Our first ever #AmazonUpfront is around the corner. Take a look at our speakers (who will be accompanied by special guests!) and tune in to the presentation on May 14 at 9:30 a.m. E.T. https://t.co/MnVVyYejSLpic.twitter.com/nhVOtZMb6R
— Amazon Ads (@AmazonAds) May 6, 2024
According to Amazon's internal research, these new ad formats have proven to be significantly more effective than traditional non-interactive ads, driving 10 times more product page views and conversions.
“We are developing innovative experiences to help brands better engage with customers, as we work to transform streaming advertising through our differentiated combination of reach, first-party signals, and ad tech,” Moss shared.
“Ads in Prime Video provide an unparalleled experience for advertisers to deliver on any full-funnel marketing objective — whether it’s awareness, consideration, or conversion,” he added.
With the introduction of shoppable and interactive ads, Prime Video is poised to offer advertisers an opportunity to reach and engage with its vast audience of over 200 million monthly active users worldwide.
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