Amazon Prime Video’s Ads to Become More Invasive
By Movieguide® Contributor
Amazon Prime’s new ads are about to get even more invasive.
Four months ago, the streamer introduced ads for the first time. Now, Prime Video will play ads anytime you pause a show or movie.
“In the upcoming broadcast year, brands can use shoppable carousel ads to help viewers browse and shop multiple product variations on Amazon during ad breaks in shows and movies on Prime Video. Brands can also use interactive pause and brand trivia ads in Prime Video TV shows, movies, and live sports,” Amazon said in a May 7 announcement.
The company claims that a study showed interactive ads to be successful and will thus be implementing them.
“According to research conducted by Amazon1, advertisers running both interactive and non-interactive video ads for their Amazon product listings found interactive ads to be more effective in boosting engagement rates across the customer shopping journey, driving 10x more product page views and conversions than non-interactive formats,” the company explained.
The specific ads will include “Shoppable carousel ads,” “interactive pause ads” and “interactive brand trivia ads.”
Deadline reported, “The carousel ads let viewers browse and shop multiple related products on Amazon during ad breaks on Prime Video.” Users will be able to add items to their carts using most living room remotes.
The pause ads are “a translucent ad when a viewer pauses a film or series. Along with brand messages and imagery, the spot includes prompts to ‘Add to Cart’ or ‘Learn More.’”
Regarding the new change, The Verge reported, “Hulu introduced a similar pause-activated advertising feature back in 2019, which is now catching on with other streamers like YouTube.”
“The trivia ads help advertisers deliver factoids about their brand as viewers shop on Amazon. Using their remote, customers can add a product to their cart, request information via email, and claim rewards like Amazon shopping credits with the purchase of eligible items,” Deadline explained.
The Verge added, “Amazon hasn’t specified when it will roll out these new ad formats, only that they’ll be available ‘in the upcoming broadcast year’ — which typically ends on August 31st.”
Last year, a Movieguide article explained Amazon’s reason behind adding ads to its streamer.
Movieguide® previously reported on the streamer’s reason for featuring ads on the platform:
Amazon plans to join Netflix and Disney+ as the company announced it will begin running ads on its Prime Video service by early 2024.
The move will allow Amazon to “continue investing in compelling content and keep increasing that investment over a long period of time,” the company explained.
Amazon’s spending on Prime Video content, including THURSDAY NIGHT FOOTBALL, rose 30% over 2022, likely accounting for the company’s need to rely on an additional source of income.
By introducing ads to its streaming service, Prime Video joins the majority of platforms that have made that change in recent years.
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