Amazon Ads has announced three new interactive and shoppable ad formats for Prime Video with remote-enabled capabilities for living-room devices. The new formats include shoppable carousel ads, interactive pause ads, and interactive brand trivia ads.
Shoppable carousel ads allow viewers to browse and shop multiple product variations on Amazon during ad breaks on Prime Video. The ad automatically pauses for customers to browse and resumes play when ad interaction has stopped.
Interactive pause ads enable customers to engage with brands when they pause the show or film they’re streaming. A translucent ad featuring brand messaging and imagery appears, along with an “Add to basket” and “Learn more” creative overlay.
Interactive brand trivia ads entertain customers with factoids about the brand while giving them the opportunity to shop on Amazon, learn more about services and products, and even unlock rewards.
According to Amazon's research, interactive ads have proven more effective in boosting engagement rates across the customer shopping journey, driving 10x more product page views and conversions than non-interactive formats.
Amazon Ads first introduced interactive video ads using TV remotes in 2021 and has continued to expand the format across their streaming TV portfolio, including Prime Video, Twitch, Fire TV Channels, and third-party streaming TV apps.
Prime Video has an average monthly ad-supported reach of over 200 million global customers. With Amazon customers shopping while watching content on Prime Video, Amazon Ads connects content to customers using Amazon’s addressable signals and first-party audiences.
The announcement was made ahead of Amazon’s debut upfront presentation on May 14 at Pier 36 in New York City.
