Recently Amazon Prime Video started to show advertising to those who don’t want to pay an extra $2.99 a month to remove them. However, the new strategy of Amazon’s service goes much deeper into the search for new sources of monetization, so much so that it has decided to send advertisements when the viewer pauses the work they are watching. Incidentally, do you have to stop watching to go to the bathroom? Pressing the pause button will start a commercial.
Just yesterday Amazon announced three new formats of interactive ads for Prime Video, defined by Alan Moss, the VP of global advertising sales for Amazon Ads, as “easily shoppable” and capable of “helping advertisers connect in a meaningful way with customers”, said Alan Moss, VP of global advertising sales for Amazon Ads, then explaining the new products.
Advertising attack
Interactive pause ads (interactive ads when paused): These translucent ads will be displayed when users press the pause button. Among the features, they will display “Add to Cart” and “More Information” buttons, which will allow users to add the product to the cart or receive info via email.
Shoppable carousel ads (advertising that can be purchased in a carousel): these are new advertising intervals that will allow users to browse and purchase more products. They will automatically pause when users start interacting with them.
Interactive brand trivia ads (Interactive Brand Quiz Ads): This is a new ad format designed to be more engaging, offering fun facts about brands and products, as well as the ability for viewers to unlock Amazon shopping credits and other rewards when they purchase eligible items .
If these ads catch on, it will be another big deal for Amazon, fresh from the success of the Fallout series, which can count on 200 million monthly active customers on Prime Video. Success could transform the way we think about advertising on similar services, with the risk that similar systems will spread elsewhere too.
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