Prime Video Rolling Out Shoppable Pause Ads During Playback, Other New Ad Formats
Viewers will soon have one fewer barrier between watching something on Prime Video and shopping for new merchandise on Amazon.
In one of the company’s most predictable moves after rolling out an ad-supported tier for all Prime Video customers who don’t pay to upgrade, Amazon is introducing several new ad formats ahead of its Upfront Presentation next week. Prime Video customers will soon be able to see ads for products, and then purchase those products without ever having to leave the Amazon ecosystem thanks to the launch of new pause ads, ad carousels, and trivia ads that will be found on multiple platforms.
Key Details:
- Ad carousels will offer customers multiple, related products for them to browse during Prime Video commercial breaks.
- Pause ads have already made their way to streamers like Paramount+, Max and Hulu.
- Prime Video has over 200 million customers, and a recent survey found that 85% of them are using the streamer’s ad tier.
Amazon is rolling out its new ad formats ahead of its 2024 Upfront presentation on at Pier 36 in New York on May 14. It will debut three new formats in total: interactive pause ads, brand trivia ads, and a carousel filled with shoppable ads that will appear in commercial breaks during playback.
The ad carousels will show customers a series of related products to browse and potentially buy in the course of watching a show or movie on Prime Video. Viewers will be able to click through the ads using their smart TV remotes, and the ad will keep the commercial break paused while a customer is interacting with it.
Prime Video’s new pause ads will be familiar to customers who have seen similar promotions on other streaming platforms. Viewers who pause during playback will see a translucent ad pop up, complete with “Add to Cart” or “Learn More” buttons that will allow the watcher to start shopping for that product instantly.
Finally, Prime Video will push new trivia ads that allow advertisers to give more information about the brand in question. Customers will even be able to claim rewards such as Amazon shopping credits when they buy eligible items using the ads.
“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,” Amazon’s VP of global ads sales Alan Moss said. “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.”
Amazon is no stranger to shoppable ads and has featured interactive ad formats for years. In 2023, Amazon rolled out an entire digital store to accompany its new series “Citadel,” which viewers could access by clicking a special icon when they paused while watching the show.
What Other Streamers Are Rolling Out Different Ad Formats?
On-demand streaming services with ad-supported plans have been thinking of innovative ways to advertise products to customers for years, usually to the chagrin of viewers. Paramount+ first introduced pause ads in late 2022, and Max introduced ad formats similar to Prime Video’s new suite of advertisements in June of that year.
Fubo continued the trend late last week, announcing that it intended to present new ad carousels and various types of interactive ads in order to try and boost revenues flowing into its own pockets, as well as those of advertising agencies.
Roku has been in the news often regarding new types of ads on its user interface recently. The company began embedding ads within its popular home screen art motifs at the beginning of 2024, and recently for filed a patent on a new method of delivering ads to third-party devices which are plugged into Roku TV sets. In late April, it was reported that Roku is looking for ways to embed video ads into its home screens.
As linear TV continues to lose viewers, consumers should expect to see more varied ad experiences on their favorite streamers. Streaming providers rely on ad revenues the same way that linear TV providers do, and are more than willing to do whatever they can to help a soft ad market improve. The rising tide of increased ad revenues lifts the boats of streamers and ad agencies alike, so Prime Video is assuredly not the last provider to think about new ways to deliver ads to viewers.
Amazon Prime Video
Amazon Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Amazon Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.