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Amazon Introduces Interactive Ad Formats for Increased Engagement

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09 May 2024

4 min read

News Synopsis

Amazon revolutionizes Prime Video with new interactive ad formats, enhancing viewer engagement and advertiser opportunities.

Amazon's Introduction of New Interactive and Shoppable Ad Formats:

On Tuesday, Amazon announced plans to introduce three innovative ad formats to Prime Video, aimed at enhancing the streaming experience on living room devices.
These additions mark a significant expansion of the platform's advertising capabilities, going beyond traditional methods like QR codes to offer viewers more engaging and interactive content.

The new ad formats include shoppable carousel ads, interactive pause ads, and interactive brand trivia ads.
Shoppable carousel ads allow brands to showcase multiple products in a sliding lineup, enabling viewers to browse and purchase items directly from Amazon using their living room remotes.
Interactive pause ads replace the standard pause screen with a translucent overlay featuring brand messaging and imagery, providing options for viewers to "Add to Cart" or "Learn More" about advertised products.
Interactive brand trivia ads offer viewers interesting brand facts and opportunities to shop on Amazon, learn more about products, and unlock rewards by engaging with the ad using their living room remotes.

Amazon's research suggests that interactive ads drive higher engagement rates and product sales, making them an effective tool for advertisers.
These ads offer viewers a seamless shopping experience within Prime Video content, without interrupting their viewing.

Alan Moss, vice president of global ad sales for Amazon Ads, expressed enthusiasm for the new ad formats, highlighting their potential to deliver a comprehensive marketing experience across all stages of the customer journey.
Moss emphasized the versatility of ads on Prime Video, catering to advertisers' diverse needs, including brand awareness, consideration, and conversion.

Amazon CEO Andy Jassy commented on the success of efforts to integrate ads into Prime Video during the Q1 2024 earnings call.
Jassy noted advertisers' enthusiasm for expanding their advertising reach through video content on the platform, underscoring Amazon's commitment to innovation and impactful advertising solutions.

These developments highlight Amazon's ongoing commitment to innovation and dedication to providing advertisers with impactful advertising solutions.
The introduction of new interactive and shoppable ad formats reinforces Amazon's position as a leader in advertising innovation and its focus on enhancing the customer experience on Prime Video.