Amazon is rolling out new ad formats on Prime Video, including contextually relevant pause ads and shoppable inventory.
The tech giant announced the new formats ahead of its upfront presentation to advertisers in New York.
The pause ads are designed to be more contextually relevant, so that viewers pausing, for example, The Summer I Turned Pretty could be served with travel ads or something else matching what’s happening on screen. The shoppable ads leverage real-time Amazon shopping signals, which include pricing, deals, reviews, and Prime shipping information.
The AI-powered offerings will be available across Prime Video, which has an average monthly ad-supported reach of more than 130 million U.S. customers. On average, 88% of Prime Video viewers in the U.S. have shopped on Amazon,
“Our ad formats are proven to drive measurable action on and off Amazon,” said Alan Moss, Vice President, Global Ads Sales for Amazon Ads. “Starting this year, we are introducing a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching – creating a natural and relevant connection. Based on Amazon’s signals and fully addressable and authenticated audiences, we are uniquely positioned to offer viewers scene-aware ads as extensions of the entertainment experience, not interruptions.”
Details on new interactive and shoppable formats for advertisers include:
• AI-generated
Contextual Ad Messaging: Employing AI technology to analyze both the viewing content and advertising creative, this innovation auto-generates hyper-relevant ad copy to make ads feel like natural extensions of what viewers are watching. When a customer pauses, a contextually relevant ad is immediately generated with messaging dynamically created to complement the on-screen content imagery
• Shoppable ads with real-time Amazon store information: This shoppable format pulls in real-time retail info such as product details, pricing, deals, reviews, inventory availability, and Prime shipping information directly from the Amazon storefront, to help customers make real-time purchase decisions with a click of their remote, and never leaving the content stream.
• Expanded interactive formats for brands that sell off-Amazon: For brands that don’t sell on Amazon, an expanded 36 suite of interactive calls to action will be available, including location-based messaging, lead generation, like ‘get a quote’ and ‘book an appointment,’ and ‘subscribe now’ buttons. These will enable customers to send information 38 directly to their phone and allow them to take the relevant action. At its inaugural Upfront presentation in 2024, Amazon Ads debuted three new streaming TV ad formats, providing brands the opportunity to leverage interactivity during all stages of the customer journey.
As a result, brands have seen upper- and lower-funnel impact in their campaigns, including +30% lift in brand awareness1 , +28% lift in purchase intent2 , and +36% more orders
