Amazon Debuts New Streaming Video Ad Formats Ahead Of Upfront Event

Before its debut presentation to ad buyers during the mid-May week of top-tier media and tech pitches, Amazon Ads is rolling out three new streaming video ad formats.

The interactive formats are hitting the market just before Amazon’s upfront presentation on May 14 at Pier 36 in New York. In previous years, Amazon positioned itself at the tech-focused NewFronts, but Prime Video‘s addition of NFL football and other broad-audience programming prompted the company to enter the main arena this year.

The three new formats are shoppable carousel ads, interactive pause ads and brand trivia ads, all of which aim to leverage the company’s e-commerce strengths in the video arena. They build on the first interactive ad units put in place by Amazon Ads in 2021.

Prime Video earlier this year began running ads on films and series for all subscribers, with Amazon execs emphasizing a strategic emphasis on ads across the company. Live sports, Twitch and Freevee had already been significant ad venues for the tech giant. Prime Video has an average monthly ad-supported reach of more than 200 million global customers, according to Amazon.

“Amazon Ads continues to re-imagine the streaming TV experience with interactive ad formats that are seamlessly shoppable and help advertisers meaningfully connect with customers,” said Alan Moss, VP, Global Ads Sales for Amazon Ads. “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. 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.”

The carousel ads let viewers browse and shop multiple related products on Amazon during ad breaks on Prime Video. Brands can present a sliding lineup of their products that customers can explore on Amazon and add to their carts using most living-room remotes. The ad automatically pauses while viewers browse, automatically resuming play when ad interaction has stopped.

Pause ads have been common in streaming for several years. Amazon’s take on the format serves 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.”

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. 

“Amazon’s engagement with consumers throughout the funnel is unique,” says Geoffrey Calabrese, Chief Investment Officer for Omnicom Media Group North America. “With the ad innovations we are seeing from inside of their streaming offering, our clients are now able to test and learn at scale the true power of streaming TV.”